Evolution of the Marketing Cloud - Oracle and BlueKai of the Marketing Cloud 4.18.2104. ... Focus on...
Transcript of Evolution of the Marketing Cloud - Oracle and BlueKai of the Marketing Cloud 4.18.2104. ... Focus on...
Trends Driving IT/Marketing Convergence
GLOBALIZATION DATA EXPLOSION RISE OF MOBILITY
SOCIAL IS BUSINESS SOPHISTICATED CUSTOMERS MODERNIZE TO SURVIVE
9 Billion Internet Devices in 2012
50 Billion By 2020
90% Created Within Last ThreeYears
50X Growth by 2020
6 Billion Mobile Subscribers
87% of the World’s Population
78% CAGR Mobile Data Growing
Consumers Driving Experience
26% 86% 94%
Post negative comments
Stop doing business
Will pay more for great experience
Differentiated Experiences
“Engage me everywhere.”
“Meet my expectations.”
“Know me. Wow me.”
20-Year-Old Legacy Applications
“Understand and reward me.”
75% By Individuals
Marketing Has a Greater Responsibility for the Customer Experience than Ever Before
Marketing Influence Sales Influence Brand Advertising
Lead Generation
Product Education
Commerce & Sales
Product Experience
Service & Support 1994 Loyalty
Marketing Driven Customer Experience
Sales Service Support
Brand Advertising
Lead Generation
Product Education
Commerce & Sales
Product Experience
Service & Support Loyalty 2014
Service Influence
Expectations of Marketing Continue to Grow
New responsibilities
No change in budget or resources
Leadership judges marketing ROI faster
Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey
CX Revenue
Number of impressions U.S. customers make on one another about products
and services each year
500 BILLION
Customers Control Your Destiny
Start with short-term Revenue goal
Customers have discontinued communication with a company
after irrelevant experience
Source: Blue Research
Mortgage Long- Term Value
94%
Marketing Remains Transactional
Bombard customers with marketing assets
Companies struggle to organize and move customer data across systems, apps and sites
82% Enterprises with no synchronized
view of customer data – Forrester
Still Taking a Fragmented Approach
Causing Fragmented Customer Experiences
Portion of customers with inconsistent experience across channels
– Accenture
78%
Focus on the basics to create customer-centricity and marketing simplicity
Unify Data
Analyze Behavior
Engage Individually
Confront the Big Data Challenge Organize your disparate data sources across your enterprise systems and the massive marketing ecosystem Activate the Data!
Unify & Activate
Data
Orchestration
Mobile
Social
In Store Field Service
Direct Sales Channel
Sales Web Contact
Center
Email Display
Tie Marketing to Earnings Per Share
Campaign Metrics
Marketing Program Metrics
X-Channel Attribution
P&L, EPS Impact $
Email Nurturing, Landing Pages
Website/Landing Page Personalization/eCommerce
Mobile reach and nurturing Attribution/Analytics
CRM
Ad Server
Content Management
Campaign Analytics
Search
Search/Display/Social/Video Nurturing and Reach
3p Data
Content
From Chaos…
To Control Search/Display/Social/Video Nurturing and Reach
Mobile reach and nurturing
Attribution/Analytics CRM
Content
Email Nurturing
3p Data
Website/Landing Page Personalization/eCommerce
Control Panel
Marketing Cloud Evolution
CI + Involver Integrated to SE&M
Vitrue Acquisition Closes July 2012
Oct 2012
Fusion CRM + SM Integrated
Oct 2012
Social Marketing Launched
Oct 2012
SRM: SM & SE&M Integrated User
Experience
CI and Involver Acquisition
Close Sept 2012
SE&M and RightNow
Service Integrated
Dec 2012 SRM: Siebel and CRMOD
Integrated
June 2013
Oct 2013
Eloqua + SRM Integrated
Oct. 2013
March 2013
Acquisition of Eloqua
Dec 2012 Acquisition of Compendium
Dec 2013
Acquisition of Responsys
Eloqua Supports Digital Advertising
Oct. 2013
Eloqua SMS Twilio SMS App
Launched
Aug 2013
Sales Cloud and Eloqua Integration
Sept 2012
SM Shop Integrated with ATG catalog Feb 2013
Commerce
Mobile
Social
Email Advertising
Sales
Service
Loyalty
Audience
Acquisition
March 2014
Acquisition of BlueKai
Oracle Marketing Cloud
Retail Travel High Tech Life Sciences Manufacturing Financial Services / Insurance
Entertainment Not-for-profit Communications
Service! CRM! Loyalty! Commerce! Web / CMS! Data!
MARKETING CHANNELS
ORACLE MARKETING CLOUD PRODUCTS
ORACLE CX PRODUCTS
OFFLINE WEB SMS ADVERTISING SOCIAL EMAIL DIRECT SALES TELE-SALES
SOCIAL MARKETING CONTENT MARKETING
B2B MARKETING AUTOMATION
B2C MULTI CHANNEL
CAMPAIGN MANAGEMENT
Marketing Ecosystem
DEMAND MARKETER
PR/AR MARKETER
WEB MARKETER
SOCIAL & CONTENT MARKETER
EVENTS MARKETER
FIELD /PARTNER MARKETER
PRODUCT MARKETER
BRAND MARKETER
CMO
People, Process, Change
• Education & Training • Process and Change management • Advisory, Expertise • Analytics, Decisioning • Technical / Integration enablement • Services, Customer Success • Support
Marketing Automation 2.0:
Email Landing Pages Mobile Web Social Direct Display Ads Mail Search Phone
Content Marketing Content Management
Created by agencies
Created by everyone What is it?
ECMS / WCM Everywhere Where’s it sit?
Not scored, manual Scored in the UCP How smart is it?
Awareness with minimal impact
Improves CX and drives revenue!
What’s its impact?