Oracle continues to put its $1.5 billion marketing technology to use.

The Redwood City, Calif.-based 120,000-employee giant released updates to its B2C cross-channel marketing cloud. The B2C capabilities, born out of the Responsys acquisition, include real time, behavior-driven program orchestration.

Asked why Oracle stands out here, an official told CMSWire that today’s traditional campaign and journey tools create linear paths that aren’t dynamic. They don't "keep pace" with the unpredictable way in which customers move through the world.

"Because they rely on static segments that aren’t real-time, manual work is required by IT and technical stakeholders to work properly," said Chris Lynch, senior director and head of product for the Oracle Marketing Cloud. "Once a customer deviates from the pre-determined path, the journey has an abrupt ending. The result: missed revenue opportunities."

Inside the Tech

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Part of the Oracle Marketing Cloud, Oracle's cross-channel offering includes a centralized hub that orchestrates individualized customer experiences, Lynch said.

"The need for this solution is being borne out of the fact that only 7 percent of marketing teams feel they have a consistent strategy for managing their cross-channel interactions," he said.

The features Oracle announced today include: 

  • Event switches: With a drag-and-drop, a marketer can embed an "event switch" into a marketing program that determines messages across email, mobile, social and display advertising based on real-time behaviors. Oracle's works better than others because competitors have journey builders that "hold customers at a stage within a journey until legacy databases are updated on a timed schedule," Lynch said.
  • Social advertising: This program integrates with Oracle Social Marketing. Marketers can run social ads using Facebook custom audiences.
  • Content marketing: This program incorporates content developed inside Oracle Content Marketing for use in developing individualized customer experiences. Marketers can use persona-based tags to generate such content.
  • Customer experience testing: Marketers can test all the cross-channel interactions in a function that "moves beyond basic A/B testing, which is designed for email marketing alone and doesn’t scale across channels."

'Bridging Gaps' 

While Microsoft's stealing most of the tech headlines this week, Oracle's going with a full-court press with its marketing tech. It's fresh off its Modern Marketing World conference in Vegas.

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"We have a better approach to targeting unknown and known customers, which will aide in the coming convergence of marketing technology and advertising technology," Lynch told CMSWire. 

He cited the Oracle ID Graph, which he claims helps marketers connect identities across disparate marketing channels and devices to one customer.

"The Oracle ID Graph seamlessly pulls together the many IDs across marketing channels and devices that comprise a given person, enabling marketers to tie their interactions to an actionable customer profile," he said.

"One competitor can't do an ID Graph at all, and another competitor is trying to build similar capabilities with a top-down approach of trying to tie it to legacy web analytics technology that won’t scale," he added.

Lynch said he does not anticipate any integration challenges with these new features.

"The goal of the Oracle Marketing Cloud is marketing simplicity," he said. "In other words, we want to give marketers the ability to do sophisticated marketing, but with a drag-and-drop experience. So the ability for the marketer to leverage these capabilities mentioned happens first in the UI of the product."

Marketers can build integrations in the Oracle Marketing Cloud into a variety of systems, including CRM, commerce, content management and web analytics.

"With the Oracle Data Management Platform," Lynch added, "we built hundreds of integrations into paid media providers so marketers can activate their data across those channels. ... We feel we offer the most comprehensive marketing cloud for connecting relevant data, orchestrating cross-channel experiences and analyzing performance."

B2B Cloud Updates

Oracle also released today updates to its B2B cloud including collaboration and mobility enhancements and an integration framework. The B2B technology is the result of Oracle's $871 million purchase of Eloqua. 

The updates include: 

  • Enhanced content collaboration: B2B marketers can establish brand and message consistency while enabling local or geographically-dispersed teams to leverage expertise in other regions to create content.
  • Improved mobility: Sales reps have access to customer and prospect profile information from their mobile device for advanced customer intelligence.
  • More third-party integrations: Marketers can leverage data from third-party systems and applications to bolster customer profile information, trigger campaign decisions and push actions to more channels and devices.