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

  • September 25, 2013

3 Key Benefits of Centralizing Social Media Marketing Capabilities

Achieving owned, earned, and paid media results across many channels is difficult to do when marketing teams juggle a number of systems, campaigns, and content assets.  If your target audience is on the receiving end of less than desirable customer experiences, it’s not good or sustainable for your marketing team.


To help marketers overcome this challenge, the Oracle Eloqua team collaborated with our friends from Oracle Social to create and deliver a more comprehensive, scalable, and integrated modern marketing solution.  In the ~1 minute video above, Dave Michaud and I briefly discuss new integrations announced at Oracle OpenWorld this week.

Now, Eloqua customers can better understand social behaviors on networks like Twitter and Facebook, and use this insight to gain a more complete picture of their target audience’s digital body language and trusted relationships. This helps with providing more engaging content at the right time, to optimize social media marketing initiatives.

Customers can now monitor, publish, and analyze social campaigns from within their Eloqua environment to help them save time, increase revenue, and achieve modern marketing performance goals. Key highlights include:

1. Campaign ID Integration
This gives marketers true cross-channel campaign management and analytics by enabling Eloqua campaign content to be tagged, tracked, and analyzed across social channels.

2. Enhanced Social Content Promotion
“Smart CAP” (Smart Create a Post) capabilities enable marketers to quickly promote online and offline content with one-click publishing automation. Content can be distributed to social channels including Facebook, Google+, and YouTube, allowing marketers to efficiently message on target social channels.

3. Custom Audience Creation
Marketers can target the right audience on social media with relevant and timely content by creating scalable, real-time, and hyper-targeted campaigns. All groups are dynamically maintained in near real-time allowing for ongoing campaign development.

It’s All About the 5 Tenets of Modern Marketing
We’re focused on innovating and delivering enhancements that support the 5 tenets of modern marketing; core competencies for marketing automation success. We anticipate you’ll see and experience immediate value from these new integrations. Please take a minute to let us know what you think.

Erick Mott is a social business leader at Eloqua. He has 20 years of experience at Oracle, Ektron, Sitecore, Lyris, Habeas, Nokia, creatorbase, Mark Monitor, Cisco Systems, GlobalFluency, Sun Microsystems, Philips NV, Elm Products and CBS TV. He is a patent holder with agency, Fortune 500, media, and startup company expertise. Connect with him on Twitter @erickmott.

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