Oracle today announced the launch of the Oracle Marketing Cloud, a platform that combines technology from a number of the company’s acquisitions, including Eloqua, Compendium, Responsys, and BlueKai.
As suggested by that list, the Marketing Cloud will cover a pretty
broad swath of capabilities, allowing customers to run marketing
campaigns (and manage data related to those campaigns) on web, social,
mobile, and email. It also integrates with Oracle’s existing Social Cloud , and includes tools for content marketing.
It sounds like a big part of the announcement is bringing many of the
marketing capabilities that Oracle could already offer under the broad
umbrella of the Marketing Cloud. In a press release, Oracle emphasizes three big selling points — simplicity, readiness for enterprise use, and “customer centricity.”
On the last point, it says the Marketing Cloud will be “providing
marketers with the most advanced and easy-to-use cloud-based solutions
for unifying customer data, engaging the right audiences across paid,
owned and earned media, and analyzing performance.”
The company also says early customers have already seen improvement.
Thomson Reuters reported a 175 percent increase in attributable revenue,
the Golden State Warriors enlisted 300 percent more Twitter followers,
and Zurich NA saw a 10 percent increase in rentetion.
Oracle is launching the product at an event in New York. I spoke
beforehand to Senior Vice President Reggie Bradford (who was previously
founder and CEO at Vitrue, another Oracle acquisition), who told me that
the company will also be “really aggressively driving that migration
path” away from traditional systems to Oracle’ various cloud
applications with a new Customer 2 Cloud program that offers customers
financial support for the transition.
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