Marketing Cloud rolled out new innovations that help marketers orchestrate relevant mobile interactions for consumers and salespeople, attribute revenue with rich reporting, and optimize the experience for individual customers.
As marketing expands its scope and influences more decisions across the enterprise, teams require technology that’s contextualized to specific use cases and business outcomes. So no matter what you part of the marketing function you sit in, there was probably something for you in this morning’s announcement.
Consumer Digital Marketers: Orchestrate Richer Mobile Experiences
Oracle Marketing Cloud rolled out In-App Messaging. Expanding on our core mobile offerings, mobile In-App messaging empowers marketers to create and deliver relevant messages to consumers within the context of a mobile application. Rather than silo those messages within the app itself, it can now be orchestrated alongside the other native channels powered by the Marketing Cloud, including email, social, push, SMS, MMS, and display.
By leveraging in-app messaging, marketers can make their applications more engaging and tailored to individual customers. In fact, recent research indicate that apps that send in-app messages were shown to have 2 to 3.5x higher user retention than those apps that do not.
Optimize and Test Your Consumer Experiences
The Oracle Marketing Cloud’s cross-channel platform announced multivariate testing for email. With the Oracle Marketing Cloud’s new multivariate testing, marketers can now optimize the consumer experience by testing the performance of up to eight versions of the same message, analyzing subject lines, content and the sender of the message. The real value here: Eliminate the guesswork of what marketing campaigns actually drive results, and start making more informed decisions about the right message, product or service.
Demand Generation Marketer: Empower Your Sales Team with Better Profile Data and the Right Messaging
While the Oracle Marketing Cloud provides the industry’s most sophisticated solution to score and nurture leads for B2B organizations, it also has featured tools that help salespeople better understand the profile of their individual contacts and engage them with relevant content. With this launch, the Oracle Marketing Cloud’s sales tools – called Profiler and Engage – feature key enhancements. First, Engage is now accessible on mobile devices. Second, the Profiler sales tool can be accessed as a Google Chrome Extension, allowing salespeople to access relevant profile information as they visit a contact’s LinkedIn or company website. Leveraging better data to inform the sales process can have incredible results. In fact, B2B organizations that have done more progressive profiling have seen as much as a 7.5% increase in revenue.
Expand Your Reach into Paid Media
While worldwide spending on paid media surpasses half a trillion dollars, many companies are making that investment without leveraging all the data at their disposal. In fact, just 11% of marketers leverage the data they have for all customer-related decisions.
This is why the Oracle Marketing Cloud features more than 400 partner integrations that help marketers, publishers and advertisers activate their audience data into other platforms for use in digital campaigns. Now companies and brands can expand upon that ecosystem based on the vendors that matter most to them. A self-service capability helps teams build integrations of their own that send audience data from the Oracle Data Management Platform into key digital advertising and media platforms, such as demand side platforms, ad networks, and website optimization tools.
What’s the results of better data activation? One telecommunications firm saw a 38% increase in their conversion rate from activation into display ad ecosystem.
There are more posts on each of these modern marketing innovations, so check the product news portion of the Modern Marketing blog!
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