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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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 2
You Are Being Told to “Personalize”
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 3
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 4
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 5
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 7
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.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 8
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 9
Marketers Can’t Utilize Valuable Data to Individualize Experience
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 10
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 13
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.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 14
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 15
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 16
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.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 17
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
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
21
Mobile SMS: Reach Consumers Immediately, And On Their Terms
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 22
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
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
23
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 24
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
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 25
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
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
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 28
What modern marketers are leading the way?
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Thank You!
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