Evolution of the Marketing Cloud

Transcription

1 Evolution of the Marketing Cloud

2 What Trends Are Driving This?

3 IT Spend $2.069 Trillion

4 Customer IT Spend $1 Trillion Company IT Spend $1 Trillion

5 Company IT Spend $1 Trillion 82% Maintenance 18% Innovation

6

7 Trends Driving IT/Marketing Convergence GLOBALIZATION DATA EXPLOSION RISE OF MOBILITY 9 Billion Internet Devices in Billion By % 86% 94% 90% Created Within Last ThreeYears 50X 75% Growth by Billion Mobile Subscribers of the 87% World s Population Mobile Data Growing 78% CAGR SOCIAL IS BUSINESS SOPHISTICATED CUSTOMERS MODERNIZE TO SURVIVE Consumers Driving Experience Post negative comments Stop doing business Will pay more for great experience Differentiated Experiences Engage me everywhere. Meet my expectations. Know me. Wow me. By Individuals Understand and reward me. 20-Year-Old Legacy Applications

8 Marketing Has a Greater Responsibility for the Customer Experience than Ever Before Marketing Influence Sales Influence Brand Advertising Lead Generation Product Commerce Education & Sales Product 1994 Experience Loyalty Service Influence Service & Support 2014 Marketing Driven Customer Experience Brand Advertising Lead Generation Product Education Commerce & Sales Product Experience Loyalty Sales Service Support Service & Support

9 Expectations of Marketing Continue to Grow No change in budget or resources CX Revenue Leadership judges marketing ROI faster New responsibilities Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey

10 How are we Doing?

11 Customers Control Your Destiny 500 BILLION Number of impressions U.S. customers make on one another about products and services each year

12 Yet Only a Small Portion Sing Your Praises 7% Average number of advocates Source: Zuberance

13 Marketing Remains Transactional Start with short-term Revenue goal Bombard customers with marketing assets Mortgage Long- Term Value 94% Customers have discontinued communication with a company after irrelevant experience Source: Blue Research

14 Still Taking a Fragmented Approach Companies struggle to organize and move customer data across systems, apps and sites 82% Enterprises with no synchronized view of customer data Forrester

15 Causing Fragmented Customer Experiences 78% Portion of customers with inconsistent experience across channels Accenture

16 We all know about these problems. How can we solve them differently?

17 Focus on the basics to create customer-centricity and marketing simplicity Unify Data Analyze Behavior Engage Individually

18 Unify & Activate Data Confront the Big Data Challenge Organize your disparate data sources across your enterprise systems and the massive marketing ecosystem Activate the Data!

19 Universal Customer Experience Profile Digital Body Language

20 Automation

21 Orchestration Web Mobile Display Social Direct Sales Channel Sales Contact Center In Store Field Service

22 Content

23 Tie Marketing to Earnings Per Share Campaign Metrics Marketing Program Metrics X-Channel Attribution P&L, EPS Impact $

24 From Chaos Search/Display/Social/Video Nurturing and Reach Mobile reach and nurturing Website/Landing Page Personalization/eCommerce Attribution/Analytics Ad Server Search 3p Data CRM Content Campaign Analytics Nurturing, Landing Pages Content Management

25 To Control Search/Display/Social/Video Nurturing and Reach Mobile reach and nurturing Website/Landing Page Personalization/eCommerce Nurturing Content Control Panel CRM Attribution/Analytics 3p Data

26 How are we trying to Help?

27 CI + Involver Integrated to SE&M Vitrue Acquisition Closes July 2012 Oct 2012 Marketing Cloud Evolution Social Marketing Launched Oct 2012 Fusion CRM + SM Integrated Oct 2012 Acquisition of Eloqua Dec 2012 SM Shop Integrated with ATG catalog Feb 2013 Sales Cloud and Eloqua Integration Aug 2013 Eloqua + SRM Integrated Oct Acquisition of Compendium Oct 2013 Eloqua Supports Digital Advertising Oct Acquisition of BlueKai March 2014 Commerce Mobile Social Advertising Sales Service Loyalty Audience Acquisition CI and Involver Acquisition Close Sept 2012 SE&M and RightNow Service Integrated Dec 2012 SRM: SM & SE&M Integrated User Experience March 2013 SRM: Siebel and CRMOD Integrated June 2013 Eloqua SMS Twilio SMS App Launched Sept 2012 Acquisition of Responsys Dec 2013

28 Oracle Marketing Cloud MARKETING CHANNELS OFFLINE WEB SMS ADVERTISING SOCIAL DIRECT SALES TELE-SALES SOCIAL MARKETING CONTENT MARKETING B2B MARKETING AUTOMATION B2C MULTI CHANNEL CAMPAIGN MANAGEMENT Service! CRM! Loyalty! Commerce! Web / CMS! Data! ORACLE MARKETING CLOUD PRODUCTS ORACLE CX PRODUCTS Financial Retail Travel Entertainment Communications Life Sciences Services / High Tech Insurance Manufacturing Not-for-profit

29 Marketing Ecosystem EVENTS MARKETER DEMAND MARKETER FIELD /PARTNER MARKETER PR/AR MARKETER CMO PRODUCT MARKETER WEB MARKETER BRAND MARKETER SOCIAL & CONTENT MARKETER

30 People, Process, Change Education & Training Process and Change management Advisory, Expertise Analytics, Decisioning Technical / Integration enablement Services, Customer Success Support

31 A Few Cool Things Already

32 MA 1.0: B2C Website Shopping Cart B2B Landing Pages Sales Rep

33 Marketing Automation 2.0: Search Social Display Ads Landing Pages Mobile Web Direct Mail Phone

34 Advertising vs. Marketing 1.0 Advertiser Marketer Search Mobile Display Ads Social

35 Advertising vs. Marketing 2.0 Advertiser Marketer Search Mobile Display Ads Social

36 Content Marketing Content Management What is it? Created by everyone Created by agencies Where s it sit? Everywhere ECMS / WCM How smart is it? Scored in the UCP Not scored, manual What s its impact? Improves CX and drives revenue! Awareness with minimal impact

37 Content = Data!

38 Thank You!