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

  • September 12, 2014

3 Significant Trends Impacting Marketing Leaders Now

It’s an exciting time for marketing because the opportunity to engage with our audiences across all their preferred channels has been enhanced, and behaviorally, they actually tell us how they want to be marketed to. But without a simplified strategy in place for harnessing this insight, as well as centralized tools to maximize the value of the customer information we’re gleaning, we’ll continue to operate in ways that offer siloed, seemingly uninformed customer communications.

The Oracle Marketing Cloud emphasizing the enablement of marketers to focus primarily on execution against these customer facing goals, rather than wading through bandwidth and budget considerations to consolidate disparate, nonintegrated systems that ultimately don't help in the grand mission to support meaningful engagement.

OMC General Manager Kevin Akeroyd shared his perspective on the trends listed below during a recent podcast interview with Moneyball for Marketing, hosted by Crimson Software CEO Glen Gow.

Check out highlights from the interview below, and listen to the full conversation here (form required).

1. Data Management- Marketers today that own so much of the customer lifecycle and digital customer communication points are realizing that attempts at data management, such as the Master Data Management solution, are not cutting it. These systems were not necessarily designed for the marketer, so while we’re trying to aggregate many, many different sources of data, it’s challenging to wade through sensible strategies to maximize its use in a way that supports our customers’ journeys.

2. Cross Channel Messaging- Campaign management tools provide indicators about digital behavior, such as an action on a website, comments made via social media, or a response to a mobile impression. The tools capture this data, but often not in a quick enough fashion to make sense of it to act effectively in a way that supports the customer’s path. Today’s marketer, whether B2B or B2C, need to harness those customer actions, preferences, their inferences, their likes, their dislikes, and channel it into effective marketing.

3. The CMO/CIO relationship- The CMO and the CIO that supports the CMO, are in this together now more than they ever have been. But they’re also managing marketing complexity with “an App for that” type of strategy.  So, they’re sitting there spending half their time that should be spent facing their customers, instead supporting, reconciling. Instead of all the time being spent working with the customer they’re spending their time syncing and integrating and maintaining and always updating all these disparate databases, content repositories, analytics engines, campaign reports and UIs.  It’s important for the organization to implement strategies that eliminate the siloed mentality and allow teams and leaders to focus on the simplicity of their focuses to support a positive customer experience.

For more insight from Oracle Marketing Cloud General Manager Kevin Akeroyd, check out his recent podcast episode on where he identifies “über trends” in technology marketing and discusses how marketing leaders can navigate these challenges by simplifying their strategies and centralizing technologies. Check out the podcast here (form required).

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