By Christie Flanagan on Oct 10, 2013
Are you a digital marketer attending Oracle OpenWorld? If so, you'll want to include these sessions in your schedule to learn the latest in mobile marketing, cross-channel marketing and targeting and segmentation:
Developing a Mobile Marketing Strategy: Trade-offs, Challenges, and Best Practices [CON9427]
Wednesday, Sep 25, 10:15 AM - 11:15 AM
Moscone West – 2012
Establishing a mobile Web presence is becoming a critical business imperative. Although this is clear to many organizations, they’re also uncertain about how to do this most effectively, from both a development and a marketing perspective. Challenges include determining which strategy to pursue, development versus maintenance trade-offs, and addressing synchronization challenges with the traditional Website. This presentation provides an overview of alternative mobile strategy approaches, outlines development options, and discusses best practices. It introduces the Oracle WebCenter Sites mobile strategy and provides a customer’s perspective on reducing development and marketing efforts while keeping online and mobile Websites in sync, using responsive design.
Oracle AppAdvantage: Optimize Cross-Channel Marketing with Oracle Fusion Middleware [CON9271]
Wednesday, Sep 25, 1:15 PM - 2:15 PM
Moscone West – 2014
Effective marketing campaigns deliver a seamless customer experience across touchpoints—from e-mail to the Web and mobile—with the right content presented to the right customer at the right time. Ultimately, the goal is to influence behavior to drive conversions, but how do you get there? In this session, you will learn how integrating a marketing automation system such as the Oracle Eloqua product family with Oracle Fusion Middleware technology for Web experience management and discovery-based analytics provides a cross-channel marketing solution that streamlines marketing content creation, integrates customer data stored in disparate systems for more-effective targeting, and harmonizes behavioral data across touch points to provide campaignwide insight.
Maximize Conversion Rates and Revenues with Personalized Digital Experiences [CON9429]
Wednesday, Sep 25, 5:00 PM - 6:00 PM
Moscone West – 2016
Want to increase your online conversion rates and deliver more revenue for your business? Attend this session to learn how the combination of Oracle WebCenter Sites and Oracle Real-Time Decisions enables organizations to deliver highly targeted and personalized digital experiences that convert site visitors into loyal customers. Using the power of predictive analytics, this integrated solution provides marketers with powerful capabilities for automatically targeting the right content to the right customer at the right time so they can optimize their investment in digital marketing initiatives.
This article first appeared in the September issue of Oracle
WebCenter InDepth Newsletter.
Thanks to mobile and social technologies, interactive online experiences are now commonplace. Not only that, they give consumers more choices, influence, and control than ever before. So how can you make your organization stand out?
Oracle’s principal director of Product Marketing for Oracle WebCenter Sites,
lays out the key building blocks for delivering exceptional cross-channel
digital experiences. Also, a new assessment tool is available to help you
measure your organization's ability to deliver such experiences.
A clearly defined digital strategy. The customer
journey is growing increasingly complex, encompassing multiple touchpoints and
channels. It used to be easy to map marketing efforts to specific offline
channels; for example, a direct mail piece with an offer to visit a store for a
discounted purchase. Now it is more difficult to cultivate and track such clear
To deliver an
integrated digital experience in this more complex world, organizations need a
clearly defined and comprehensive digital marketing strategy that is backed up
by an integrated set of software, middleware, and hardware solutions.
Strong support for business agility and
As both IT and marketing executives know, speed-to-market and business agility
are key to competitive advantage. That means marketers need solutions to
support the rapid implementation of online marketing initiatives—plus the
flexibility to adapt quickly to a changing marketplace. And IT needs tools with
the performance, scalability, and ease of integration to support marketing
efforts. Both teams benefit when business users are empowered to implement marketing
initiatives on their own, with minimal IT intervention.
The ability to deliver relevant, personalized content. Delivering a
one-size-fits-all online customer experience is no longer acceptable. Customers
expect you to know who they are, including their preferences and past
relationship with your brand. That means delivering the most relevant content
from the moment a visitor enters your site.
To make that
happen, you need a powerful rules engine so that marketers and business users
can easily define site visitor segments and deliver content accordingly. That
includes both implicit targeting that is based on the user’s behavior, and
explicit targeting that takes a user’s profile information into account.
Ideally, the rules engine can also intelligently weight recommendations when
multiple segments apply to a specific customer.
Support for social interactivity. With the advent of
Facebook and LinkedIn, visitors expect to participate in and contribute to your
web presence—and share their experience on their own social networks. That
requires easy incorporation of user-generated content such as comments,
ratings, reviews, polls, and blogs; seamless integration with third-party
social networking sites; and support for social login, which helps to remove
barriers to social participation.
The ability to
deliver connected, multichannel experiences that include powerful, flexible
mobile capabilities. By 2015, mobile usage is projected to surpass that of PCs
and other wired devices. In other words, mobile is an essential element in
delivering exceptional online customer experiences. This requires the creation
and management of mobile experiences that are optimized for delivery to the
thousands of different devices that are in use today. Just as important,
organizations must be able to easily extend their traditional web presence to
the mobile channel and deliver highly personalized and relevant multichannel
marketing initiatives while also managing to minimize the time and effort
required to manage mobile sites.
Are you curious to know how your organization measures up when it comes to delivering an engaging, multichannel digital experience? If so, take this brief, 15-question online assessment and see how your organization scores in the areas of digital strategy, digital agility, relevance and personalization, social interactivity, and multichannel experience.
Spotlight Oracle OpenWorld Session - Customer Panel:
Using Oracle WebCenter Sites to Drive Digital Marketing Success [CON9424]
Featuring Choice Hotels, Panduit Corp., and TIAA-CREF
Tuesday, September 24, 12:00 PM - 1:00 PM
Moscone West – 2016
Every year the online channel becomes more imperative for driving organizational top-line revenue, but for many companies, mastering how to best market their products and services in a fast-evolving digital world with high customer expectations for personalized experiences can be a complex proposition. Come to this panel discussion, and hear directly from digital marketers how they are succeeding today by using Web experience management to drive marketing success, using capabilities such as targeting and optimization, user-generated content, mobile site publishing, and site visitor personalization to deliver engaging online experiences.
Today's guest post was contributed by Joshua Duhl, Senior Principal Product Manager for Oracle WebCenter Sites.
Over the past few years, Digital Experience has tended to be a fast moving market. Driven by changing online consumer behavior, and fueled by key trends which include the demand for engaging mobile experiences that maximize efficiencies, simplification of multi-channel content management that support the reemergence of the brand site, and the personalization of individual digital experiences, it presents a challenge to marketers attempting to keep pace.
Web Experience Management or WEM, the product category focused on the creation and management of digital experiences, is rapidly changing as well. WEM has grown out of simple web site management or web content management, to include personalization, social engagement, mobile engagement and support for multi-channel marketing experiences. Now more than ever before, marketers are increasingly and actively seeking WEM solutions that enable them to keep pace with the rapid evolution of digital marketing, and the relentless demand for engaging, and cross-channel digital experiences.
Oracle’s WebCenter Sites has long been a market leading WEM solution. With the release of WebCenter Sites 126.96.36.199, Oracle continues to expand the power and impact of WEM solutions, and keeps marketers in step with these key trends. Let’s take a look at how WebCenter Sites addresses them.
The ability to manage and deliver engaging mobile experiences is currently the most pressing need we hear from our customers. Mobile site management is now seen as an integral part of managing their overall online experience, yet it comes with a distinct set of requirements that may need to be met separately, depending upon specific objectives.
WebCenter Sites 188.8.131.52 new mobile site management option offers marketers the ability to manage their mobile sites with the same ease as managing their traditional online experience, while providing flexibility to deliver device-optimized sites as needed. By allowing content reuse, the utilization of the same tools and experience for site authoring and publishing processes across web and mobile, and by leveraging responsive design to reduce site development and speed time to market, marketing can maximize efficiencies for mobile site development, and deliver a consistent cross-device brand experience. In addition WebCenter Sites allows marketers to meet mobile-specific requirements when needed, providing mobile template and site plan customization, device management, and in-context preview and editing of mobile sites. It also enables full mobile content targeting, to drive personalized mobile experiences across any mobile device.
Mobile sites can be edited using drag-and-drop tools
and previewed within the same business user interface as the traditional web
Over the past few years, consumers have turned the tables on brands, dictating how, when and where they want to experience the brand. As more online channels have emerged to meet this demand – from brand sites, to micro and multilingual sites, to email campaigns, through to mobile and social – the more complex content management has become for online marketers. What we’re seeing now is the reassertion of the importance of the brand site; the idea of the corporate .com as a center point of digital experience. The content that drives activity on other online touch points (email offers, social promotions, microsite landing pages) ultimately points back to the brand site, where all of these channels converge.
In response to this trend, WebCenter Sites now enables marketers to search and access content originating from other channels such as YouTube, Brightcove and other cloud-based stores, or from enterprise content management systems, like WebCenter Content – in other words regardless of where it is stored – from within the WebCenter Sites authoring environment, and incorporate it within brand sites to produce a more unified, cross-channel experience.
The Oracle WebCenter Sites visual contributor
interface provides web marketers with an easy-to-use site authoring experience,
aggregating content that can originate from a wide variety of sources .
The trend to drive personalized digital experiences has finally reached the tipping point, where every organization we engage with has some sort of personalization initiative on their short list of digital experience priorities. In this new release, WebCenter Sites addresses a broad range of personalization capabilities including:
Of these, the latter two are of greatest interest to our customers. The ability to deliver engaging mobile experiences is in part dependent on delivering personalized, targeted content to specific mobile site visitors. Lastly, our customers are beginning to see the power of connecting WebCenter Sites native targeting engine to a predictive solution. It can offset the labor associated with managing segmenting and targeting through automation, while delivering higher success rates for metrics like click-throughs and conversions, or driving bottom line results like recommending higher margin items. We expect to see the most interest and growth in fully automated predictive system integrations in the coming year.
Lastly, this release also supports the broader trend of social interaction. Building on the prior 11gR1 release, WebCenter sites provides expanded social capabilities for faster and easier development of social pages, and customer login from social sites. These features include:
The demands of digital experience continue to deepen and expand. Marketers need WEM solutions, like Oracle WebCenter Sites, that enable them to address the changing needs of their visitors, keep up with the rapid evolution of digital marketing, and meet the relentless demand for engaging, and cross-channel digital experiences.
In order to compete successfully in today’s market, you need to get to market faster, differentiate yourself from the competition, and deliver on your customers’ expectations for an engaging and consistent experiences across multiple online channels. But you’ll never get there if your existing web experience management tools and processes keep marketers, editors and other non-technical business users from getting their jobs done effectively. That’s why it’s so important to select a web experience management platform that empowers marketers and other business users with intuitive site authoring tools that give them greater control over the digital customer experience. Learn how some of our customers have empowered their marketing and business teams using WebCenter Sites:
Azul Linhas Aéreas Brasileiras
“Oracle WebCenter Sites provides an easy-to-use platform that enables our marketing department to spend less time updating content and more time on innovative activities. Previously, it would take 48 hours to update content on our Web site; now it takes less than five minutes. We have shown the market that we are innovators, enabling customer convenience through an improved flight ticket purchase process.” – Kleber Linhares, Information Technology and E-Commerce Director
Read the full success story.
“The flexibility of Oracle WebCenter Sites puts additional tools in the hands of our nontechnical editorial staff, enabling them to quickly create content and manage the look and feel of our Websites and the day-to-day production …. We can now meet internal service level agreements to publish content in less than 90 seconds and have increased the productivity of editorial staff by 200%.” – Jason Brock, Technology Manager
Read the full success story.
"Oracle WebCenter Sites enables our IT staff to get out of the way and allow marketing and communications professionals to leverage their knowledge of customer needs to independently update Website content. In addition, the solution provides a foundation that enables us to integrate our marketing campaigns with emerging communications channels, such as social media and mobile platforms." – Brad Hof, Manager, Advanced Business Solutions and Web Communications
Read the full success story.
Calling all Oracle WebCenter Innovators
Submit your Nominations for the 2013 Oracle Excellence Awards: Oracle Fusion Middleware Innovation
Is your organization using Oracle WebCenter to deliver unique business value? If so, let the world know and submit a nomination today for the 2013 Oracle Excellence Awards for Oracle Fusion Middleware Innovation. These highly coveted awards honor customers for their cutting-edge solutions using Oracle Fusion Middleware such as Oracle WebCenter. Winners are selected based on the uniqueness of their business case, business benefits, level of impact relative to the size of the organization, complexity and magnitude of implementation, and the originality of architecture. Winners receive a free pass to Oracle OpenWorld 2013 in San Francisco (September 22-26) and will be honored during a special event at OpenWorld.
To be considered for this award, complete the Oracle Fusion Middleware Innovation nomination form for the Oracle WebCenter category and send to Innovation-Middleware_us@oracle.com. NOTE: The deadline to submit all nominations is 5pm Pacific on June 18, 2013.
Oracle WebCenter is the center of engagement for business—powering
exceptional experiences for customers, partners, and employees. It connects
people, process, and information with the most complete portfolio of portal,
Web experience management, content, imaging and collaboration technologies.