By Mike Stiles on May 02, 2014
(Before I get to the blog, here’s an interesting and pertinent video in which Oracle senior vice president Reggie Bradford talks about the social enterprise with Josh Sternberg, senior editor of Digiday Content Studio.)
Oracle has introduced the Oracle Marketing Cloud, a comprehensive suite of modern marketing products consisting of Oracle Eloqua, Oracle Responsys, Oracle Compendium, Oracle BlueKai, and Oracle Social Cloud.
What’s a poor enterprise marketer to do in 2014? The whole space got turned on its ear thanks to social/digital, everyone’s talking about the need to integrate marketing functions, there’s big data to deal with, yet they’re expected to deliver improved, relevant customer experiences.
Stringing together isolated, piecemeal solutions from a variety of vendors, or trying to stick with siloed legacy technologies, is increasingly not the answer to “how.” On April 30 at an event in New York City, Oracle President Mark Hurd unveiled the Oracle Marketing Cloud, a comprehensive suite of modern marketing products that includes cross-channel marketing, content marketing, social marketing and data management for marketing.
We’re talking about a best-in-class technology for marketers to find, engage and develop ideal customers. What’s an “ideal customer”? It’s a customer of the highest value, one that’s gone beyond purchasing to engaging and advocating for your brand.
Unfortunately, right now, most customers are getting a fragmented, inconsistent experience across channels, with brands delivering shot-in-the-dark transactional messages rather than data-driven, targeted, relevant content that fosters lasting relationships. A Harvard Business Review study says 77% of customers don’t feel like they have any relationship with any brand.
A single profile of each customer, accessible to all departments across the org that need to access that profile to engage that customer holistically and intelligently, is the best hope for fixing this fragmented, inconsistent, uninformed environment marketers currently struggle with.
Therein lies the vision for the Oracle Marketing Cloud, the ability to deliver on the promise of true customer centricity by combining and orchestrating powerful Oracle components like BlueKai, Compendium, Eloqua, Responsys, and the Oracle Social Cloud. It’s a suite for unifying customer data, engaging the right audiences, and delivering high-performing marketing programs across paid, owned and earned.
As if that weren’t enough, it’s a marketing ecosystem that speaks to the merging requirements of Marketing and IT. It must unify resources for Marketing, but IT has to trust it in terms of security, scalability, and performance.
So welcome to the age of modern marketing, a time in which a proven enterprise suite with integrated marketing automation, content marketing, and social marketing for enterprise B2B and B2C is well worth a serious look.