The Journey to Modern Marketing - Oracle · The Journey to Modern Marketing Abe Smith ... Jeans...

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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Journey to Modern Marketing Abe Smith Vice President Emerging Markets Oracle Marketing Cloud

Transcript of The Journey to Modern Marketing - Oracle · The Journey to Modern Marketing Abe Smith ... Jeans...

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The Journey to Modern Marketing

Abe Smith Vice President Emerging Markets Oracle Marketing Cloud

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You Are Being Told to “Personalize”

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Today’s Reality: Batch-and-Blast Endures

Sources: Harvard Business Review and Blue Consumer Research Survey.

96% of consumers say they receive

mistargeted messages or promotions

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Result: Broken Customer Experiences Proliferate Across Channels

WEB

of customers don't receive a tailored experience across

channels. – Accenture

78%

Customer purchases headphones Receives thank you email

MOBILE DISPLAY

Two Days Pass

As consumers move across digital landscape, brands treat them like they’re brand new

Served ad for already-purchased headphones

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What Stands In Our Way?

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Balancing Scale and Personalization

San Diego Past Purchase:

Jeans

London Travels to New York

Buenos Aires Past Purchase:

Handbags

Auckland Past Purchase:

Hoodie

of marketers struggle to personalize customer

experiences

53%

-Marketing Profs Survey Mumbai Past

Purchase: Suitcase

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Journeys That Fail to Adapt to Customers in Real-Time

Only

12% of marketers believe their

marketing is real-time enough to drive adequate

business results.

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Journeys That Fail to Build Long-Term Relationships

YES

NO

Today’s legacy automation and journey builders enforce binary, yes/no decisions, forcing marketers to build one unsustainable campaign after another to create individual customer experiences

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Marketers Can’t Utilize Valuable Data to Individualize Experience

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Disparate Resources Create Disparate Messaging Marketing teams, processes, and the tech they use to reach customers operate in silos

EMAIL WEB

SOCIAL MOBILE

CONTENT DIGITAL

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What if you didn’t need to make that choice?

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EMAIL MOBILE SOCIAL WEB COMMERCE SALES DISPLAY PAID SOCIAL SEARCH

Connect & Analyze Data

Orchestrate Experience

Create Engagement

Tap Into Innovation

Cross-Channel Marketing ✓ Program Orchestration

✓Marketing Automation

✓ Campaign Management

✓Message Designer

✓ Lead Nurturing & Scoring

✓ Rapid Retargeting

Content Marketing & Social Marketing

✓ Social Listening

✓ Persona Development

✓ Content Planning

✓ Team Workflows

✓ Topic Modeling & SEO

✓ Cross-Channel Publishing

Data Management Platform

✓ Offline ✓ Digital ✓ CRM ✓ Commerce ✓ Social

Marketing Analytics Measure and attribute revenue

✓ Audience Analysis ✓ Cross-Channel Insights ✓ Social Analytics

Oracle Marketing Cloud Ecosystem Oracle

AppCloud Oracle

Data Cloud Media &

Ad Partners

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Deliver Marketing Simplicity and Customer Centricity At Scale With Oracle Cross-Channel Marketing, consumer marketers no longer need to sacrifice sophistication for ease-of-use

Utilize All Behavior Data to Create Individualized Experiences

Personalize Messages Without Technical Help

Orchestrate cross-channel experience in one view

Geo: San Francisco. Interests: Hiking &

outdoors.

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Actionable Customer Profiles: Combine Valuable Behavior Data

PROFILE Name: Pradeep Kumar

Gender: Male

City: Mumbai

Key Behavior: Delhi Hotel & Flight

Last Purchase Date: July 4, 2014

Target individuals based on behaviors, attributes and preferences

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Automate Experience Without Sacrificing Relationship

Designed for Long-term Customer Lifecycle

Orchestrate multi-stage programs and create granular paths for ongoing engagement

More Freedom to Innovate Test and iterate based on cadence, cross-channel

engagement, sequence or revenue per e-mail

Purchased Online

In-store

Data Switch

Send Email Campaign

Send Push Notification

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Message Designer: Engage Consumers with the Right Message Consumer marketers can create personalized, compelling content without technical help

Fast New what-you-see-is-what-you get HTML to upload and

publish dynamic content

Easy Marketer can individualize

message for customer without complex data rules

Responsive View and toggle message preview in tablet, mobile

and desktop.

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Insight: Link Customer Engagement to Real Revenue

Measure revenue by purchase segment

Understand performance across channels such as e-mail, mobile, and display

Analyze positive and negative engagement across dozens of metrics

Cross-Channel Analytics

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Take the Customer Experience Cross-Channel

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Orchestrate Individualized Customer Experiences

Easily add cross-channel activities

Design for Ongoing Iteration

Define and leverage any behavior data

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Email: Quality Messaging Drives More Revenue

Establish positive sender reputation and improve email deliverability

Deliver compelling content that drives revenue

Orchestrate consistent messaging

Lower barriers to message creation

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Easy Mobile Campaigns Leverage eleven out-of-the-box templates for SMS campaigns

Integrated SMS Message consumers as part of an orchestrated program

SMS Simplicity Manage keywords, short codes and long codes in one view

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Mobile SMS: Reach Consumers Immediately, And On Their Terms

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Mobile Push: Deliver Relevant Consumer Interactions in Real-Time

Contextualized by Location Reach consumers at the right time and the right place

Integrated Messaging Add Push within the context of an orchestrated, cross-channel program

Reach Multiple Apps Choose what mobile applications you want to push to within your orchestrated program

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The retail customer is mobile-enabled, always connected:

• 45% of APAC consumers use mobile phones to compare prices compared with 28% in the USA

• India is the 2nd largest market by mobile connections and unique subscribers in the world

• 1 in 4 mobile connections in the APAC region are in India

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Sources: eMarketer 2014, eConsultancy, The Mobile Economy Asia Pacific 2014 GSMA, JiWire Mobile Audience Insights Q3 2012, ReturnPath,

70% Mobile penetration

rate in India

India Mobile Trends: The Mobile Consumer

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Display: Drive Cross-Sell Revenue and Convert Abandoned Purchases

Retarget message to ideal customers across digital channels

Influence transactions in non-intrusive way

Embed Display into Overall Program Cross-Sell E-mail

Campaign

Display Ad

Data Switch

Purchased Earbuds

Add-to-Cart No purchase

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Social: One Integrated Platform for Social Marketing Create one central place for social listening, engagement, publishing, and analytics, eliminating data silos and fragmented messaging

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Web: Leverage Behavior to Trigger Relevant Campaigns

Web events trigger e-mails in real-time

Pull in data from web analytics to improve targeting

Deliver Message That Drives Conversions

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Marketing Simplicity Customer-Centricity Enterprise Ready

The Business Value of Orchestrated Customer Experiences

Unify Messaging Efforts Simple, but powerful, solution to create

and message new products

Optimize and Test Create journeys that last, and iterate

rather than re-build

Scale marketing messages More than 1 billion orchestrated customer experiences per month

Open Data Model Pull In data from commerce,

marketing CRM, and other campaign systems to inform targeting

More Individualized Experience Automate customer lifecycle without

dehumanizing it

Improve Retention by giving customers the products they

actually want

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What modern marketers are leading the way?

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Thank You!

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