REDWOOD SHORES, Calif., Sept. 26,
2016 /PRNewswire/ -- Oracle today announced
industry-first innovations to the Oracle Marketing Cloud that will
transform the way consumer marketers interact with customers across
channels. First to market in 2009 with the 'Program Canvas', these
new enhancements make it easier for marketers to develop
personalized customer experiences across web, mobile web, display,
mobile apps and email, and to deliver these experiences based on
unified consumer identities from different channels. For the first
time, brands will be able to orchestrate a consistent and
personalized experience to consumers at scale.
Consumer marketers are under intense pressure to deliver
consistent and personalized experiences, but are challenged with
working in teams that operate in silos using only channel specific
customer data. Without the context of a unified consumer identity,
marketers are just scaling batch and blast practices across
multiple channels. To address this challenge, Oracle has introduced
the next evolution in campaign management with its 'Orchestration
Canvas', which helps brands align and manage marketing activities
across channels and gain a holistic view of the customer. Oracle is
making it quicker and easier to deliver the best experiences by
offering a single platform for marketers to test, optimize and
execute marketing campaigns for any digital touch point across the
customer journey.
"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,"
said Steve Krause, Group Vice
President Product Management, Oracle Marketing Cloud. "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."
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
optimize 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 Optimization: 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 event- and
behavior-driven adaptive paths that let customers dictate the next
step in their interaction with a brand. Customers optimize their
own 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
individual. Marketers can use these enhanced profiles to provide
more personalized and relevant customer experiences across
channels.
- Powerful, Marketer-Friendly Mobile Testing: Marketers
can use a code-free, drag and drop interface to test and optimize
mobile application experiences using everything from simple A/B
tests, to complex Multivariate Testing and Segment Personalization.
In addition, marketers use rich customer preference and behavior
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 personalized experience to customers. In
addition, marketers can use prebuilt integrations with the Oracle
Customer Experience (CX) Cloud to leverage preference and
behavioral data from across all interactions to further enhance
customer profiles.
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, Oracle CX Cloud is one of the industry's most
complete CX solutions. Part of Oracle Applications Cloud, Oracle CX
Cloud empowers organizations to improve experiences, enhance
loyalty, differentiate their brands, and drive measurable results
by creating consistent, connected, and personalized brand
experiences across all channels and devices.
About Oracle
Oracle engineers hardware and software
to work together in the cloud and in your data center. For more
information about Oracle (NYSE:ORCL), visit oracle.com.
Trademarks
Oracle and Java are registered trademarks
of Oracle and/or its affiliates. Other names may be trademarks of
their respective owners.
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SOURCE Oracle