Oracle’s attempts to increase their share in the cloud computing market yielded many interesting ideas in the last few years. One of the most important ones came almost a year ago, when they announced the introduction of Oracle Marketing Cloud, a solution aimed at marketers who are increasingly focused on audience segmentation and content personalization.
The idea is to enable organizations of different sizes to access tools necessary for implementing a customer-centric digital marketing strategy and reinventing customer support processes. This is mostly justified by the fact that marketers now see personalization as a golden opportunity to acquire more customers and build stronger relationships. By relying on data collection and analytics, they are able to offer relevant and more memorable experience, which guarantees success of their strategies.
Over the last couple of years, personalization has been somewhat of a buzzword in the field of marketing, and with a good reason. As pointed out by different surveys, online consumers increasingly expect personalized experiences across different online channels. A 2014 survey by AgilOne, for example, found out that 70% of consumers want relevant, personalized content and shopping offers from the brands they interact with.
Therefore, personalization is a trend dictated by consumers themselves and as such represents a new rule for marketers to live by. Therefore, it makes sense for a web giant such as Oracle to try to reinvent the ways marketers are creating digital experiences for their customers. From lead generation to customer service – all the critical stages of marketing campaigns should be planned according to the data available on consumers’ personal interests, desires and behavioral tendencies.
The way to achieve this, of course, is to use innovative technology that helps your organization take the mission-critical activities to the next level.
Oracle Marketing Cloud: Features
As pointed out in the press release associated with the launch of Oracle Marketing Cloud,
“The Holy Grail for customer personalization is rooted in a deep, meaningful understanding of our audiences and communities.”
Indeed, the tools assembled in this single suit enable marketers to integrate all the most relevant channels and create experiences meaningful for users on different platforms, networks or geographical regions. This is achieved through instant and accurate data analysis that reveals how, when and where the targeted consumers interact with the brand and enables marketers to plan their content and advertising strategy better.
Therefore, Oracle Marketing Cloud is truly a handy resource for all those organizations planning to reinvent their approach to integrated online presence. “Handy” here has an additional layer of meaning, because Oracle now lets you access the tool straight from your phone and have constant contact with your cloud service. Just like Siri, a virtual assistant displays all the statistics and numbers once you activate a simple voice control.
Mobile support is one of the latest and definitely most important improvements Oracle added so far, but we should expect new features to arrive soon. Some of them were recently unveiled on Oracle’s Modern Marketing Experience event in Vegas earlier in April, where the company presented Oracle ID Graph, Rapid Retargeter and AppCloud Connect.
This certainly shows that the Oracle team is serious about the technology and further focus on the cloud. Evidently, the whole idea behind this is to combine market insights with the powerful computing platform to create an intelligent tool that can be delivered at low prices. This suite could therefore be low hanging fruit for marketers out there, regardless of whether they work with large enterprises or small businesses.