Oracle Puts Customer Experience First in Updated Marketing Cloud

Tech giant Oracle is going all in to help marketers offer customer experiences that are more consistent across paid, owned and earned media. To that end, the company has just added some new features and functions to its Oracle Marketing Cloud.

The new tools aim to help marketers in three areas. First, the technology works to drive relevant mobile interactions for salespeople and consumers, which is vital in an age when mobile is growing -- but so is the noise on the platform. Next, Oracle is working to make it easier to tie revenue to marketing activities. Finally, the new bells and whistles promise to optimize the individual consumer experience.

"As we look ahead to 2016, marketing's ability to modernize existing processes and embrace data, technology and content will increasingly define the success of organizations across all industries," said Kevin Akeroyd, senior vice president and general manager for the Oracle Marketing Cloud (pictured). "For many marketers, this will require a significant transformation and that is why we are so focused on making marketing technology more integrated, more holistic and, frankly, easier to use.EU

Not Optimized

Oracle said it is convinced that marketers have no choice but to adopt and embrace digital technologies if they want to keep up with the ever-increasing expectations of todayEUs digital-minded consumers. Market research firm Forrester Research Inc. has backed up that assertion.

More than 75 percent of marketing leaders believe the majority of their digital customer engagements are not currently optimized, according to Forrester. ThatEUs a big number that Oracle is aiming to whittle down by helping enterprises work through the data, technology and content equation.

With its new mobile, content, data and reporting tools, marketers can leverage digital technologies to foster more meaningful customer experiences and show the actual business benefits of those experiences, according to Oracle.

Reviewing the New Tools

Specifically,...

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