Evolution of the Marketing Cloud 4.18.2104
What Trends Are Driving This?
IT Spend $2.069 Trillion
Customer IT Spend $1 Trillion Company IT Spend $1 Trillion
Company IT Spend $1 Trillion 82% Maintenance 18% Innovation
Trends Driving IT/Marketing Convergence GLOBALIZATION DATA EXPLOSION RISE OF MOBILITY 9 Billion Internet Devices in 2012 50 Billion By 2020 26% 86% 94% 90% Created Within Last ThreeYears 50X 75% Growth by 2020 6 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
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
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
How are we Doing?
Customers Control Your Destiny 500 BILLION Number of impressions U.S. customers make on one another about products and services each year
Yet Only a Small Portion Sing Your Praises 7% Average number of advocates Source: Zuberance
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
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
Causing Fragmented Customer Experiences 78% Portion of customers with inconsistent experience across channels Accenture
We all know about these problems. How can we solve them differently?
Focus on the basics to create customer-centricity and marketing simplicity Unify Data Analyze Behavior Engage Individually
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!
Universal Customer Experience Profile Digital Body Language
Automation
Orchestration Web Mobile Display Social Email Direct Sales Channel Sales Contact Center In Store Field Service
Content
Tie Marketing to Earnings Per Share Campaign Metrics Marketing Program Metrics X-Channel Attribution P&L, EPS Impact $
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 Email Nurturing, Landing Pages Content Management
To Control Search/Display/Social/Video Nurturing and Reach Mobile reach and nurturing Website/Landing Page Personalization/eCommerce Email Nurturing Content Control Panel CRM Attribution/Analytics 3p Data
How are we trying to Help?
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. 2013 Acquisition of Compendium Oct 2013 Eloqua Supports Digital Advertising Oct. 2013 Acquisition of BlueKai March 2014 Commerce Mobile Social Email 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
Oracle Marketing Cloud MARKETING CHANNELS OFFLINE WEB SMS ADVERTISING SOCIAL EMAIL 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
Marketing Ecosystem EVENTS MARKETER DEMAND MARKETER FIELD /PARTNER MARKETER PR/AR MARKETER CMO PRODUCT MARKETER WEB MARKETER BRAND MARKETER SOCIAL & CONTENT MARKETER
People, Process, Change Education & Training Process and Change management Advisory, Expertise Analytics, Decisioning Technical / Integration enablement Services, Customer Success Support
A Few Cool Things Already
MA 1.0: B2C Email Website Shopping Cart B2B Email Landing Pages Sales Rep
Marketing Automation 2.0: Search Social Display Ads Landing Pages Email Mobile Web Direct Mail Phone
Advertising vs. Marketing 1.0 Advertiser Marketer Search Mobile Display Ads Social
Advertising vs. Marketing 2.0 Advertiser Marketer Search Mobile Display Ads Social
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
Content = Data!
Thank You!