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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Cross Channel Marketing

Experience, Not Conversion, is the Key to the Switching Economy

Only by getting to know your customers across all of your various channels can you future-proof your brand in the switching economy.

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Content Marketing

Whatever Happened to Copyright Laws in Social Media?

The sharing and re-mixing mentality of social media has made it socially acceptable to use someone else’s work without permission. Or has it?

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Customer Experience

How Can Marketers Achieve Personalization in 2018?

Why is personalization so hard? In a nutshell, it's because we think like marketers not customers.

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Customer Experience

Millennials Are Taking Over, And It’s All Right

Millennials want flexibility, simplification, speed, involvement, transparency - the same things our Voice of the Customer program revealed that all customers...

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Cross Channel Marketing

Silo Busting is Essential to Delivering Personalized Experiences

Customers’ expectations have accelerated, fueled by the improvements digital technologies provide. But marketers still struggle.

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Cross Channel Marketing

How 1:1 Email Experiences Help Retail Marketers Drive Results

Achieving next-level personalization is a challenge for resource-poor marketers. Consumers expect it, though. What can you do?

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Data-Driven Marketing

Segmentation Must Be Connected to the Data and Technology Stack

With an integrated data and technology stack, you will gain customer knowledge to use in segmentation and data-driven marketing.

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Content Marketing

3 Storytelling Tips for Marketers in the Age of Social

Here are three steps marketers can take to connect with their audience in a credible and interesting way.

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Product News

Oracle Marketing Cloud Named a Leader in Gartner's Multichannel Marketing Hub Magic Quadrant

Oracle is honored to be named a Leader in Gartner’s first Magic Quadrant for Multichannel Marketing Hubs. Being a leader, of the 'Leaders' is particularly...

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CMO Corner

What GDPR Means for CMOs: Is All the Hype Justified?

In this Q&A, Oracle’s Marie Escaro and Kim Barlow discuss how GDPR affects marketing teams.

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Cross Channel Marketing

How to Speed up Your Cart Recovery, Increase Sales & Revenue

Getting a visitor to add a product to their shopping cart isn’t enough. Statistically, 77 percent of online shopping carts are abandoned before the sale is...

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Marketing Automation

From Direct Mail to Predictive Intelligence: Riding the Technology Wave

Makers of Modern Marketing: Bence Gazdag Welcome back to the Makers of Modern Marketing at Oracle! A new blog series dedicated to the drivers, architects, and...

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Customer Experience

Picking Up the Pieces: How Companies Rebuild Brands Post-Crisis

Every company makes mistakes every now and then. It’s inevitable. Whether it’s a marketing campaign that falls flat and generates backlash, a serious collapse...

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Customer Experience

Great Customer Experiences Rely on Robust Identity Management

This is article is part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further...

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Content Marketing

Is Content Marketing Still Relevant In Today’s Marketing World?

Over the past 24 months, content marketing has swept over the digital marketing world. Brands have been encouraged to think and act like media companies,...

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Data-Driven Marketing

Do Marketers Really Want to be Data Scientists?

It is a challenging time to be a marketer. Consumers demand more personalised experiences than ever, and for marketers if feels like the customer's expectations...

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Marketing Automation

Congratulations to the 2018 Markie Award Winners!

Celebrating a Magical Night Honoring Old and New Marketing and Commerce Legends Last week at Modern Customer Experience, we celebrated our 12th Annual Markie...

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Day Three From Oracle Modern Customer Experience

The final Day of Modern Customer Experience has come to a close, but not without an energy all its own. On this day, the keynotes focused on what happens when...

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Product News

Oracle Eloqua and LinkedIn Deliver Unified Buyer Insight Through New Sales Tools Integrations

We’re excited to share that our highly anticipated new integration between Oracle Eloqua Sales Tools and LinkedIn Sales Navigator is now available for joint...

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Day Two From Oracle Modern Customer Experience

Highlights from Day 2 at Modern Customer Experience 2018.

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Day One from Oracle Modern Customer Experience 2018

Modern Customer Experience 2018 is officially underway in the great city of Chicago, home to the Cubs, deep-dish pizza and chilling winds sweeping across the...

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Product News

Oracle Eloqua Delivers Unified Buyer Intelligence Through New Sales Tools Integrations

Oracle Eloqua is excited to announce ‘Extensions’ for Oracle Eloqua Sales Tools, bringing brand new partner integrations to Oracle Eloqua’s Sales Tools...

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Product News

Tomorrow’s Marketing Analytics Today - Oracle Infinity™

Oracle InfinityTM is Oracle Marketing Cloud’s new data analytics platform for capturing, processing, storing and interrogating unlimited datasets for companies...

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Data-Driven Marketing

Apply Big Data to Create Irresistible Customer Experiences

In 2013, research by Walker predicted that by 2020 customer experience will overtake price and product as the main differentiator. While most organizations and...

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Marketing Automation

How To Win The Markie Award

Honoring excellence in marketing since 2007, Oracle’s Markie Award is a recognized global pillar of success. Companies of all sizes share their most innovative...

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Email Marketing

How to Convert Consumers into Loyal Customers

Customers are a business’ most valuable asset, which is why they spend a lot of money to acquire new ones and work hard to retain the ones they have. This is...

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Marketing Automation

Forget The Hype And Really Understand What AI Can Do For You

  Technology is transforming marketing faster than ever before. Add AI to the mix and marketers experience another layer of complexity. But according to the...

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Modern Marketing Resources

Tips for the Right Marketer Mindset in 2018

The new media environment is here. Or really, it’s been here long enough already that we should be used to it by now. The one constant in the marketing world of...

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Marketing Automation

Building the Foundation of Digital Marketing Success

Welcome to the first installment of Makers of Modern Marketing at Oracle! A brand new blog series featuring interviews with the creators, architects and...

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Customer Experience

What is a Reputation Management System & Do You Need One?

Most Marketers today are looking at new ways to improve brand advocacy through online crowd sourcing platforms. These platforms can be classified under one of...

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Modern Marketing Resources

Here are the 2018 Markie Award Finalists

We are excited to announce the Markie Award finalists for 2018! This year marks the 12th year that we have celebrated the best in Modern Marketing. We...

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Customer Experience

3 Digital Trends Driving Improved Customer Experience in 2018

Customer Experience (CX) is not just a buzz word. Businesses are operating in a saturated market where brand loyalty is decreasing, price competition is rising...

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Cross Channel Marketing

Why Putting the Business Focus on Experience Pays Off

Despite numerous articles and opinion pieces promoting the need for brands to adopt customer-centric commerce, the business realities and commercial pressures...

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Modern Marketing Resources

Five Pre-Conference Sessions You Can’t Miss at Modern Customer Experience (ModernCX)

Modern Customer Experience (ModernCX) 2018 once again offers registered attendees the opportunity to arrive early for a high-value, free pre-conference training...

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Content Marketing

Are You Tracking Your Content Marketing’s Effectiveness Yet?

In my recent blog post I shared with B2B marketers 5 Steps to Content Marketing Success in 2018and the ultimate key to success: a documented strategy. But...

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Data-Driven Marketing

Making the Case for a Chief Data Officer to Leverage Your Most Valuable Business Asset

Our approaches to serving customers have become so disconnected that it’s stunning. There’s a real opportunity for companies to gain a competitive advantage by...

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CMO Corner

CMOs Should Leverage Identity Confirmation Tools to Validate Stakeholder Sign-Off

As an outside marketing consultant working in the corporate arena, much of my day is spent chasing down approvals for campaigns, ad schemes and promotions. Even...

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Email Marketing

What we think about Google’s AMP for Email

Heard about Google’s recently announced AMP for Email project? Currently being tested by Pinterest, Doodle and Booking.com, it’s being used to include dynamic...

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Product News

Digital Ad Optimization with Oracle Maxymiser

The customer journey in today’s digital age is anything but straightforward. The marketing funnel is no longer a linear path from generating leads to...

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Email Marketing

7 Practical Building Blocks of a Strong Email Deliverability Strategy

Email marketing is a powerful way to connect with people with many marketers still counting it as their primary channel for lead generation. In fact, there are...

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Email Marketing

Work Smarter, Not Harder: 5 Steps to B2B Content Marketing Success in 2018

We are only two months into 2018 and I already hear some B2B marketers say that they work harder, not smarter, and only see limited results. So what...

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Social Marketing

INFOGRAPHIC: Worldwide Social Network Users

We all know that social media has significantly changed the way the world operates, from the way we interact to the manner in which we conduct business. We have...

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Social Marketing

Renting vs. Owning – A Marketer’s Guide

The proliferation of social media, in addition to traditional media channels, has created a seemingly endless list of channels in which brands can reach their...

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Content Marketing

4-Step Content Marketing Process to Grow Your Business

Content marketing, which was a mere buzzword several years ago, is now one of the most popular and effective online marketing strategies today, and rightfully...

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Customer Experience

When Segmenting Customers, Don’t Forget Your Silent Majority

Richard Nixon popularized the expression, the silent majority, when he used it to label the broad swath of Middle Americans who are reticent to publicly declare...

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Cross Channel Marketing

3 Steps to Defining Customer Experience

2017 was the year that brands truly embraced ‘experience’, with Customer Experience, User Experience and even Brand Experience all becoming common terms within...

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Customer Experience

Top 10 Reasons Modern Marketers Should Not Miss Modern Customer Experience

Spring is just around the corner. Along with flowers and warmer weather, spring brings a fresh season of marketing conferences. Do you know which ones you will...

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Marketing Automation

Going Back to Basics to Achieve True Transformation

Transformation has become an archetypal buzzword. Its connotations are hardwired into technological change, but there’s more to it than simply plugging in a new...

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Customer Experience

Three Questions Travel Marketers Should Ask to Create the Right Customer Experience

It is no secret that travel is one of the most mature online markets in the UK. Unlike emerging industries, which are still growing and have yet to settle into...

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Social Marketing

Put Influencer Marketing to Work for Your B2B Brand

Influencer marketing is like word-of-mouth on steroids: people trust influencers just as much as their friends and family, but influencers have a lot more reach...

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Customer Experience

Capitalize on Success with Change

When is the best time to improve an existing product or service? When customers are complaining about it? When sales wane? When it has become so predictable it...

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Content Marketing

How To Use CRM Data Mining For Smarter Content Marketing

Content marketing isn't easy to do. There's no doubt that it's effective, but it's very hard to do it well. It's a little like publishing a book blindly. You...

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Email Marketing

What’s on the Menu? A Balanced Email Content Diet

For most people, the key to a healthy and sustainable diet is balance. Eating the same thing every day can be miserable, and it’s usually not effective. Most of...

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Data-Driven Marketing

3 Steps to Build Reports that Drive ROI

The combination of data and technology are the fuel behind marketing and sales. One of the challenges for companies, though, is how that data provides...

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Data-Driven Marketing

Sifting Data to See the Customer

In a world awash in data about a person’s behavior, their characteristics, and their likes, how can marketers ensure the work they do doesn’t lose sight of the...

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CMO Corner

Stuck on Autopilot? Ask These 9 Questions to Shift Gears

Some of my favorite childhood memories are centered around drives with my father. What always surprised me was that sometimes those drives would last for hours...

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Product News

Don’t Get Lost in Translation: How to Make Multilingual Marketing Easy

As the world moves towards greater globalization, marketing globally across multiple languages is more important than ever. English speakers accounted for only...

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CMO Corner

How CMOs Are Helping Healthy Food Brands Secure Market Share

Consumer demand for healthy food is at an all-time high, leading Chief Marketing Officers (CMOs) to think outside of traditional marketing channels to put...

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Customer Experience

Why Next Year’s Marketing Success Will Always Follow Last Year’s Customer Experience

The measurement of customer sentiment has evolved over time. We are constantly searching for more accurate methods of understanding what customers will do in...

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Email Marketing

10 Ways to Grow Your Email List Like a Boss

Email marketing has long stood in the shadow of its younger, glitzier cousin, social media marketing, as a tool for turning customers into a devoted community...

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Data-Driven Marketing

Tips to Build Customer Loyalty Online

I find it surprising to find some brands talking about how to ‘be digital’. Technology disrupted the business world more than two decades ago, and advances in...

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Social Marketing

How to Scale a Social Selling Program

As your B2B business enters a sustained growth phase, it presents you with incredible opportunities to use your resources to reach an expanded pool of...

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Marketing Automation

Connecting at Scale: Is It Possible?

If you’re in marketing, there are days it feels like the most enviable occupation in the world and on others, the most accursed. This is a logical condition...

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CMO Corner

Strategies for CMOs to Protect the Golden Playbook

CMOs have a tough enough job as it is. The way that consumers interact with their brands is changing at lightning speed. And there’s the constant drumbeat of...

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Product News

Nucleus Research Finds That Retailers Prosper With Oracle Marketing Cloud

Analysts at Nucleus Research recently asked retailers how they are managing the challenges of the rapidly changing digital marketing landscape. They have...

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CMO Corner

CMOs: In the Race to Provide More, Don’t Forget About the Need for Speed

I can’t tell you how many times I’ve witnessed CMOs get bullied into adding “just one more thing” the customer experience during a boardroom meeting. It’s tough...

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Content Marketing

How Content Marketing is Evolving Heading into 2018

The content marketing landscape is constantly changing and evolving, and while more brands than ever are increasing their budgets, many fail to see the...

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Product News

Right Place, Right Time: The Effectiveness of Send Time Optimization

In early 2015, Oracle Responsys introduced our first Send Time Optimization (STO) feature. STO gave marketers the ability to send an email at the most optimal...

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Social Marketing

How to Craft an Effective Social Media Strategy

As social platforms have grown in popularity, so too has the importance of building an effective social media strategy. With one click of a button, companies...

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Product News

Distributed Marketing for the Modern Marketer

Today’s marketers operate in a chaotic digital environment. Daily they deal with a rash of issues they have no control over: channel proliferation, more...

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Marketing Automation

Reality Check: Marketing Technology ROI

If you have never heard that Marketing became a technology-driven world, chances are you missed the memo. So, let's assume you are aware of all of this and you...

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CMO Corner

CMOs Can Still Add Value to a Startup without Obliterating the Budget

The median salary for a Chief Marketing Officer (CMO) is reported to be $169,066 per year. That’s an expense that very few startups can afford. Some...

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Email Marketing

How, When, & Why Should You Use Personalization in an Email Marketing Campaign?

Dale Carnegie, author of the famed How to Win Friends and Influence People, said in his book, “Remember that a person’s name is to that person the sweetest and...

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Data-Driven Marketing

7 Ways to Future-Proof Your Organization With Data Driven Marketing

The way prospects buy is changing. This truth has been identified by a number of studies. Even without such studies, each of us intuitively understands that our...

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Email Marketing

5 Best Practices to Get the Most out of Your Holiday Email Efforts

With a 4400 percent ROI, email is one of the most valuable marketing tools for brands. In fact, most brand marketers will tell you their sales will drop if they...

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Data-Driven Marketing

Resistance to Reason: Why digital transformation is thwarted

There’s a scene in Cormac McCarthy’s book, All the Pretty Horses, in which the main character, John Grady, plays pool with his boss, a wealthy Mexican ranch...

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Marketing Automation

Adaptive Intelligence: Practical Tips for Bringing AI into Your Marketing

Artificial intelligence is all over the news these days, yet it can still be challenging to figure out how to make it work for your marketing team. This post...

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The Holiday Season Is Here, Are You Ready?

The 2017 holiday season is officially here. While we at the Oracle Marketing Cloud understand the importance of starting to prepare as early as possible and...

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CMO Corner

Dear CMOs, Mobile Data Security Should Be Everything

Ok quick review for those who are currently out sick and thus may have missed the news. I will expect a note signed by Epstein's Mother. NOTE: If you don't know...

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Dear marketers: An Open Letter About the Other Side

Marketers, suppose for a moment that you’re not who you are. Suppose instead that you’re a Customer Success Manager (CSM). Suppose you have to think of the...

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Social Marketing

How to Create a Mutually Beneficial Influencer Marketing Relationship

One of the most important elements of growing a business is marketing. When it comes to getting the word out about your brand, products, or services, there are...

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CMO Corner

Helping CMOs Look At The Digital Space From A Human Perspective

If continually bombarded with data and technology, it can at first feel overwhelming. Despite initially creating confusion soon after its introduction, we then...

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Mobile Marketing

Geolocation-Based Marketing in 2017: The Impact on Businesses

The ongoing use of mobile devices by consumers means that companies have a much better way of tracking where their customers are going. Knowing where they are...

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Customer Experience

Retailers, Personalize Your Way to the Future

If you’re a retail marketer, there’s something very gratifying about receiving a personalized, promotional email message that draws you in. Like when you got...

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CMO Corner

Pipeline Marketing Helps CMOs Thrive in a Post Lead-Generation World

Is your sales team suffering from “rejection fatigue”? No matter how many times managers and supervisors spout off platitudes like “coffee’s for closers”,...

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Marketing Automation

How Behavioral Triggers Are The Low Hanging Fruit of Marketing Automation

As a journey-man of marketing automation and email marketing, it still amazes me when I read surveys such as the 2017 Oracle & Econsultancy State of...

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Customer Experience

Why It's Imperative Retailers Move From Next Best Offer To Next Best Experience

Historically, retail marketers have chased the next offer. Most analysis is focused on what will drive the next sale and not necessarily the customer’s big...

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Social Marketing

How Retail Can Embrace Social Media For The Holiday Season

If early signs are any indication, the 2017 holiday season will look a lot different than previous holiday seasons for retailers. That has huge implications for...

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CMO Corner

3 Things To Scare CMOs This Halloween

Someone once said about Halloween: "It's said that All Hallows' Eve is one of the nights when the veil between the worlds is thin - and whether you believe in...

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Content Marketing

The Hyper-Personalization of Content Marketing

Personalized marketing is more relevant, more targeted, and better perceived. That is not only what common sense tells us, but also supported by figures and...

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Customer Experience

Why Retail Marketers Need To Innovate

This just in... Amazon is impacting every retailer around the world. Ok I realize this is not breaking news. Nor should it be breaking news that retailers and...

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Oracle Marketing Cloud

Getting to Know the GDPR

You cannot get marketing right if you get privacy wrong. With the GDPR (General Data Protection Regulation), European and global marketers have new privacy...

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Account-Based Marketing

How to Craft Your Content to Support Your Account-Based Marketing Efforts

A central component of your Account-Based Marketing (ABM) strategy is content. Regardless of the account, content is one of those needs and wants that crosses...

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What Is The Meaning Of Pipeline in Sales and Marketing?

There are several processes that make (or break) a business. Perhaps the most important of these is the process that goes into your marketing and sales...

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Email Marketing

How Lenovo Boosted Engagement with Movable Ink’s Signals

Email marketing personalization is one of the best ways to boost engagement and make your customers happy. With the power to drive 2.5 times higher...

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Account-Based Marketing

Rise Above Corporate Fear and Face AI Head-On

“The man in constant fear is every day condemned.” - Publilius Syrus, c. 50 BC Addressing change and encouraging change are what our Transformation Services team...

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Mobile Marketing

When It Comes To Cross Channel Marketing, Mobile Is Not A Channel

Ok you may be thinking, based on the title: "This guy is crazy, of course mobile is a channel!." Yes, of course mobile is a channel. But marketers need to...

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CMO Corner

11 Marketing Books Every CMO Should Read

It’s safe to say that marketing isn’t the same industry it was even five years ago. If you’re a CMO, you know how crucial it is to stay ahead of industry trends...

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Oracle

Integrated Cloud Applications & Platform Services