Modern Marketing Blog

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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Modern Marketing in Action

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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Modern Marketing in Action

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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Marketing Automation

Evolution not Revolution: The Future of Marketing Automation

I order an Uber on my smartphone, use an app to make sure my cappuccino (skinny, hold the sugar) is ready for me to pick up without waiting in the queue, and...

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Cross Channel Marketing

For Cross Channel Marketing Success, Don’t Sit On Data; Act On It

I know, I know you have all the data you could ever need, blah, blah blah. And I know you know that ours is a cross channel world where a whole lot of us use...

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Email Marketing

4 Ways to Enhance Broadcast Email Campaigns with User-Generated Content

When used correctly, broadcast email campaigns can help you reach customers at scale. Furthermore, if segmented, they can help you reach specific subsets of...

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CMO Corner

CMOs, Your Meetings Might Be Stifling Creativity & They Don’t Have To

Chief Marketing Officers (CMOs) lead teams of forward-thinking, creative people that find ways to make the ordinary a little more exciting. Unfortunately, I’ve...

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Customer Experience

How Can Brands Deliver Robust Customer Experiences?

According to a study by Walker, customer experience will be the key differentiator for consumers by the year 2020. Currently, price and product are the key...

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Cross Channel Marketing

Why Retailers Need To Move Beyond Cross Channel Marketing

The retail marketing power has shifted for the marketer to the customer in recent years as digital has disrupted what we used to think of as tried and true...

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Product News

Expand your Audience with Oracle Eloqua and WeChat

At Oracle Marketing Cloud, we are focused on helping marketers recognize and reach their ideal customers, wherever they are. That’s why Oracle Marketing Cloud an...

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Data-Driven Marketing

Utilize Data to Accurately Measure Customer Values & Make the Right Moves

Marketers collect data for a variety of variables, attempting to understand their customers. Data about revenue, industry, wallet, interests, adoption, the...

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Branding as a Framework for Customer Experience Management

In today’s digital, social, and app-driven economy; companies face an increasingly complex environment when it comes to managing their customer experience....

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Cross Channel Marketing

3 Steps to Success in Omni-Channel Orchestration

Before I get to the aforementioned steps, if you're in marketing and are reading this and are not convinced the majority of people AKA consumers AKA your...

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Content Marketing

Give Your Content Marketing a Boost with Social Keywords

Keywords have long been the foundation of every content marketing strategy. Knowing the words and phrases that your audience is using to search for...

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Marketing Automation

5 Ways the Chatbot Has Surpassed The Enterprise Computer From Star Trek

If you grew up watching Star Trek, you know about the Enterprise's computer. With the simplest voice command: “Computer”, anyone on the ship could ask a...

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CMO Corner

5 Steps CMOs Can Take To Prepare For The Next Disruption

The immediacy of online interaction has made marketing both easier and more challenging than ever before. On one hand, companies can respond to market shifts in...

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Why Empathy Is Necessary for a Customer-Centric Strategy

Sarah is a successful marketing manager, someone who snaps alert with the alarm, happy to see the day dawn, eager to put into action that new content strategy...

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Product News

Oracle Named a Leader in Gartner Magic Quadrant for CRM Lead Management 2017

One of the most strategic technology investments made by marketing and sales teams today is a marketing automation platform that is sophisticated enough for...

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Cross Channel Marketing

Behold the Business Value of Omni-Channel Orchestration

If you think ours is not an omni-channel world, think again. The fact is we humans are using more and more channels to engage with everyone, including brands...

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Email Marketing

5 Things About Email Marketing Your Boss Will Want To Know

An email marketing strategy always needs approval from the boss to ensure it is in line with the company's overall strategy, delivers on key objectives, and...

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Social Marketing

How to Build a Social-First Thought Leadership Program

Thought leadership is a strategy that can lead directly to brand equity enhancement and offers an incredible return for the time and effort that you put into...

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CMO Corner

The Role of the CMO: Obsolete or Reinvented?

For more than a decade, the CMO role has been in a state of flux. McKinsey talked about the evolving role of the CMO as far back as 2007. Since that time,...

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Cross Channel Marketing

How Do You Create a Business Case to Prove the ROI of Your Cross-Channel Marketing?

Gone are the days where the marketing department operated on a "wing and a prayer." Data is now available on every marketing tactic imaginable. That's good and...

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Customer Experience

Don't Let A Good Word Go To Waste

Transformation has become just a word. Does that seem like an odd thing to say? How can I say that, given all the excitement, the passion, the intensity of...

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Mobile Marketing

Mobile Marketing to a New Generation

Marketers have long tracked the habits of various generations of consumers, understanding that each generation has developed its own preferences and tastes...

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Data-Driven Marketing

4 Digital Body Language Uses for Manufacturers

Reading body language takes skill.  It can be a smirk, a wink, eye contact, crossed legs, nail biting, etc.  The point is, you can see it.  And you can learn...

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CMO Corner

How CMOs Can Stay Fit With Their Busy Lifestyle

The role of Chief Marketing Officers is growing day by day. With all the advancements in technology and sophistication of the web over the past decade,...

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Account-Based Marketing

Layering in Additional Insights

In my previous post, we discussed the importance of creating a data strategy and modeling your data. Interestingly enough in recent research completed with...

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Email Marketing

Bouncing: Don't Limit Success to Delivery

When it comes to delivering messages to the inbox, senders are always aiming for 100%. Unfortunately, the nature of email itself makes a 100% delivery rate...

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CMO Corner

Why CMOs Should Engage With Niche Bloggers

Effective CMOs operates at the nexus of the C-Suite and customer support – creating a brand voice that is authentic and effectively amplified in a way that...

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Data-Driven Marketing

Data Strategy and Data Modeling

In recent research released by Econsultancy & Oracle Marketing Cloud alarming statistics were released that showed while the adoption of Marketing Automation in...

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Cross Channel Marketing

5 Examples of Brands Using Cross-Channel Tactics to Drive Real Results

The goal of your cross-marketing strategy should be to tell all your audience and customers a similar brand story across multiple channels. However, you need do...

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Social Marketing

An Introduction to Google Posts for B2B Marketers

Google recently announced the launch of Google Posts for all businesses listed in Google My Business. Google Posts appear alongside your business listing in...

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5 Things B2B Marketers Should Learn from B2C

The world of B2B marketing is changing rapidly. Over the past few years, we’ve seen trends emerge that challenge many of the traditional ways we think about...

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The Customer Is Always Right: Email Marketing Spam Edition

As a member of the Deliverability Operations team, I can tell you that we spend a lot of time discussing the importance of list hygiene and good mailing...

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Email Marketing

5 Truths About Email Marketing Your Boss Will Want to Know

An email marketing strategy always needs approval from the boss to ensure it is in line with the company's overall strategy, delivers on key objectives, and is...

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CMO Corner

For CMOs, It’s A Brand New World

CMOs face lots of questions. Some force them to confront the very integrity of their company’s organizational boundaries. Where are the edges of brand protection...

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Data-Driven Marketing

3 Ways Marketing Ops Can Improve Your Planning Process

“I can’t wait for planning season to start!” said no marketer ever. Let’s be real, for marketers, planning season can be a grind. It often involves long...

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Customer Experience

When It Comes to Customer Experience, More Is More

Customer experience is the perception the customer has of your brand. However that perception is shaped by many things other than the simple purchase...

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CMO Corner

CMOs - A High Level View

The role of Chief Marketing Officer, CMO to me and you — has undergone a massive amount of change over the past few years. To be successful today's CMOs need to...

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Customer Experience

The Big and Small ‘T’ In Digital Marketing Transformation

Much is said and written about digital marketing transformation by marketers, technologists, analysts and organizations of varying shapes and sizes. Multiple...

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Customer Experience

Is Organic Social Reach Dead?

The debate over whether organic social reach is dead or not has continued for the last few years, and the answer continues to be a resounding yes and no. That's...

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Customer Experience

Ignite the Fan Experience

As a fan of the Golden State Warriors, I’m still gushing over their 2017 NBA Championship win.  Congratulations Dubs!  We’re so proud. Being in the Bay Area, we...

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Cross Channel Marketing

A Marketer’s Guide to CrossFit Digital Channels

Like a competitive athlete trains to win by perfecting a balance of the optimum diet, exercise regime and mental focus, a CMO’s task is to develop a winning...

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