Kaila Garrison — the director of product marketing for Oracle Marketing Cloud — spoke to Target Marketing about cloud platforms and how Oracle Marketing Cloud is simplifying the digital ecosystem for marketers.
What are marketers looking for in a cloud platform?
Marketers need a solution that simplifies digital marketing. A digital platform that they love, but also one their IT teams trust.
When it comes to actually using the platform, what capabilities are most important to marketing success?
Today’s customers move about the world in a way that’s fast, digital and unstructured. They vacillate from device to device, channel to channel and online to offline at any given moment. No matter where they go, they expect a tailored experience individualized to their needs.
Marketing leaders must translate those disparate moments into a cohesive experience.
Marketing teams need one place to connect data, orchestrate experiences and optimize interactions for each individual customer.
They also need it to be open: A platform that connects with hundreds of apps, data and media providers that brands use today.
By reducing the complexity of the digital ecosystem for their teams, marketing leaders can focus on transforming customer experience with innovation, and liberate themselves from spending time, money and resources on integration.
Orchestrating billions of customer experiences worldwide, Oracle Marketing Cloud provides the security, performance and scale that IT expects.
Is there a gap in what marketers look for and need?
The challenge is rooted in complexity and fragmentation.
Today’s marketing teams amass dozens of applications that handle discrete areas of digital marketing execution. Meanwhile, data within a marketer’s enterprise systems is isolated from audience data used for their media campaigns.
This lack of integration between media, apps and data sources consumes a marketing team’s time, resources and money — all while creating a heavy reliance on IT. More than 90 percent of today’s marketers report teams working in silos by marketing channel, and 85 percent of CMOs say disparate customer data prevents their brands from delivering a consistent cross-channel experience.
What capabilities are going to be more important for marketing clouds to offer during the next five years?
Deliver a data-driven contextual experience for each individual customer. Marketers are going to shift their thinking from a world where we feel we can predict customer journeys to a world comprised of micro-moments.
As Forrester Research and Google partnered to define, a micro-moment is any point in time where a customer seeks out a product or piece of information. It’s no longer just about the fact mobile is so pervasive; it’s how it’s changing consumer expectations. Consumer behavior is becoming even more impulsive.
Context will become the biggest single capability. In the first wave of digital, everyone paid homage to the idea of personalization. But really all it was was treating people like segments through the collection of profile information. Now profile and data about a customer is just baseline. What will take precedent is how we can take into account their immediate surroundings — how we can use ambience as a signal for what experience they should see.
The audience era will displace the media era. The world of traditional media is going to be turned on its head. While there’s still a large percentage of marketing budget dedicated to primetime TV campaigns, data-driven marketers are gong to realize that there’s greater opportunity to have an audience-first focus.
Reaching that audience in more niche channels and ensuring you’re top of mind will start to trump the mass-audience and campaign-centric approach.
Marketing must connect anonymous and known interactions. It’s not just identity that’s changing — the way we look at customer data also needs to change.
Customer behaviors — and the data generated from them — happen on a spectrum. On one side of the spectrum, we have all of the anonymous data and the behaviors generated around it. On the other side of the spectrum, we have known data sources that occur from known channels, such as email, SMS or push notifications. Somewhere in between, we have what we call “Anonymous Known.”