Friday Sep 20, 2013

Best Practices for Multichannel Marketing

This article first appeared in the September issue of the Oracle WebCenter InDepth Newsletter. Get best practices and deployment advice from Oracle expert John Brunswick in this column. Passionate about both business and technology, John focuses on maximizing IT's ability to streamline and optimize business.

As organizations look to increase conversion rates for sales of their products and services, a focus on creating a cohesive marketing strategy becomes essential. The wide range of channels, publishing, and personalization capabilities available today presents incredible opportunities—but simply publishing content across a range of channels is only the first step in this journey. Here are some pragmatic, though not comprehensive, considerations for embarking on multichannel marketing efforts.

Establish a common customer view. To deliver meaningful content personalization across one or more channels, the ability to leverage a common customer view is essential. This key technical capability forms a foundation that can be reused across marketing efforts.

Filter and liberate profile data. Between web logs, customer relationship management information, enterprise resource planning data, application usage, in-store activities, direct-mail responses, and other sources, determine what portions of information are truly significant as they pertain to the common customer view. Ensure that marketing has the ability to access and analyze the information without the need for IT staff.

Coordinate systems. Given that the number of channels is only set to expand, it is critical that any integrations across systems leverage flexible technical patterns. Any system or data types to be included should follow a consistent reference model to ensure standardization and scale.

Implement overarching campaign analytics and management. The ability to perform closed-loop analysis is critical to refining customer interaction analysis and marketing segments. Marketing activities should always tie back to a centralized campaign management capability.

Consider content creation effort. Brand and message consistency across web, retail stores, catalogs, direct mail, mobile, and other channels is crucial. Content creation effort is often drastically underestimated, especially when developing authentic, targeted materials within a campaign.

Read more from John Brunswick.

Spotlight Oracle OpenWorld Session - Oracle WebCenter Sites Strategy and Vision [CON9401]

Featuring Real Madrid Club de Futbol

Monday, Sep 23, 12:15 PM - 1:15 PM

Moscone West - 2016

The Web content management market has gone through rapid changes in recent years as objectives have evolved from facilitating content publishing to optimizing the digital customer experience. Our multichannel world—with social media, mobile, and e-mail—has added complexity for digital marketers and has changed the perception of what role corporate brand Websites are supposed to play in this new era. In this session, learn what’s new in Oracle WebCenter Sites 11.1.1.8, what’s coming on the product roadmap, and how the solution is evolving so you can continue to deliver engaging cross-channel experiences that keep your business moving forward. You’ll also hear from Real Madrid about how it used Oracle WebCenter Sites to transform its digital experience.

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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.

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