Consumer marketers are under intense pressure to deliver consistent and personalised experiences but are challenged by working with teams that operate in silos using only channel-specific customer data.
Without the context of a unified consumer identity – breaking down those silos from accounts, online, in-store, or service - marketers are just scaling “batch and blast” practices across multiple channels.
Oracle has announced enhancements to its Oracle Marketing Cloud that will transform the way consumer marketers develop personalised customer experiences across the web, mobile web, display, mobile apps and email, and to deliver these experiences based on unified consumer identities from different channels.
Steve Krause, Group Vice President Product Management, Oracle Marketing Cloud, said, “Effectively orchestrating cross-channel marketing activities can be extremely complex for brands, but it is an area that marketing must tackle as discrepancies in experiences, and sometimes prices, erode trust and distance customers from a brand. To help our customers address these challenges, we have broken down the silos that typically separate marketing teams with our new cross-channel marketing solution. This will help improve collaboration and empower marketing to orchestrate relevant real-time experiences.”
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The ‘Orchestration Canvas’ is a simple, yet sophisticated user interface of the Oracle Marketing Cloud that enables consumer marketers to efficiently manage experiences at every touch point throughout the entire consumer lifecycle.
Additional enhancements include a Mobile App Visual Editor where marketers can test and optimise mobile experiences across their mobile apps and as a part of the cross-channel experience. With the new additions to the Oracle Marketing Cloud, marketers can now benefit from:
- Adaptive Customer Path Creation and Optimisation: The customer purchase path is unpredictable, inconsistent and spread across an increasingly diverse set of digital and offline channels. Orchestration Canvas allows marketers to create an event- and behaviour-driven adaptive paths that let customers dictate the next step in their interaction with a brand. Customers optimise their path to purchase, creating less friction in the buying process and better buying experiences.
- True Cross Channel Orchestration: Messages across channels can be generic, repetitive and irrelevant, which can weaken a customer relationship. Orchestration Canvas helps marketers connect all of a customer's identities across channels to a single, unified profile with a rich understanding of each. Marketers can use these enhanced profiles to provide more personalised and relevant customer experiences across channels.
- Powerful, Marketer-Friendly Mobile Testing: Marketers can use a code-free, drag and drop interface to test and optimise mobile application experiences using everything from simple A/B tests to complex Multivariate Testing and Segment Personalisation. Also, marketers use rich customer preference and behaviour data from mobile campaigns to inform other marketing campaigns being managed on the Oracle Marketing Cloud.
- Integrated Stack and Ecosystem: Marketers can unify customer data and applications through Oracle Marketing Cloud's integrated stack, helping teams across the customer experience chain – from marketing to sales, commerce and customer service - bring a rich, unified and personalised experience to customers. Also, marketers can use prebuilt integrations with the Oracle Customer Experience (CX) Cloud to leverage preference and behavioural data from across all interactions to further enhance customer profiles.
Oracle offers an end-to-end solution that includes: Oracle Commerce; Oracle Configure, Price, and Quote Cloud (Oracle CPQ Cloud); Oracle Marketing Cloud; Oracle Sales Cloud; Oracle Service Cloud; and Oracle Social Cloud.