The Rise of Adaptive Marketing
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Transcript of The Rise of Adaptive Marketing
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TheRiseofAdap?veMarke?ngThepathtocrea?ngdata-driven,individualizedcustomerexperiences
ChrisLynchSrDirectorofProductMarke?ngOracleMarke?ngCloud
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SafeHarborStatementThefollowingisintendedtooutlineourgeneralproductdirec?on.Itisintendedforinforma?onpurposesonly,andmaynotbeincorporatedintoanycontract.Itisnotacommitmenttodeliveranymaterial,code,orfunc?onality,andshouldnotberelieduponinmakingpurchasingdecisions.Thedevelopment,release,and?mingofanyfeaturesorfunc?onalitydescribedforOracle’sproductsremainsatthesolediscre?onofOracle.
OracleConfiden?al 2
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InDigitalWorld,LifeisaSequenceofMicro-Moments
2%Ofmarketershavetheabilitytoiden?fy,deliver,andmeasurehoweffec?velytheyservecustomersinmicro-moments
-Forrester
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TheViewofYourIdealCustomerIsComplex
11%Ofmarketershavehighconfidencethatthey’retarge?ngtherightaudience
-Nielsen
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CustomerBehaviorsHappenAcrossaSpectrum
Anonymous AnonymousKnown Known
ClicksonDisplay
SearchesforProduct
WatchesTVAd
AddstoCartPurchasesProduct
ReadsSMSMessage
ClicksonEmail
ReceivesPushNoFficaFon
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ContentandExecu?onTiedtoChannels
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93%Ofmarketersreportsilosby
channel.-eConsultancy
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81%ofnon-C-suitershaveasayinpurchase
decisions.-Google/MillwardBrownDigital
TheBuyingProcessExtendsBeyondIndividuals
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Onaverage,5.4peopleareinvolved
intoday’sB2Bpurchasedecisions.
-CEB
B2BPurchaseDecisionsAreComplex
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TheConceptofAdap?veMarke?ng
BuildanIDGraphThatSpansAnonymousandKnownDataIntelligentlyOrchestrateMicro-MomentsMakeContentCollabora?onChannelAgnos?cTest&Op?mizetheCustomerExperience
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BuildanIDGraphThatSpansAnonymousandKnownData
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Age:29InMarket:NetworkInfrastructure
Offline:AgendedEvent
ANONYM
OUS
KNOWN
TV
SEARCH
DISPLAY
VIDEO
SMS
WEB
SOCIAL
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IntelligentlyAutomateMicro-MomentswithBothBehavioralandPurchaseInterac?ons
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IncorporateAccount-BasedMarke?ngStrategies
GrowLeverageengagementandconversiondatatofindcustomersthatlooklikeyouridealones.
EngageEngageprospectswithcontextualizedexperiences.
ConvertDrivefunnelconversionsbydelivering?melycontent.
AcquireDelivernewcustomeracquisi?onthroughon-goingnurture.
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PersonalEngagementExceedsGoalsandIncreasesLeadQuality
276%overtargetgoalEatonusedOracleMarke?ngCloudtodrivewebsitetrafficanden?ce
poten?alcustomerstocreatemorethan4,500personalizedinfographics.
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MakeContentCollabora?onChannelAgnos?c
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150%Increaseinlead-to-customerconversionratewithcustomerstories
ContentMarke?ngBoostsOrganicSearchandConversion
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Test&Op?mizetheCustomerExperience
Who?
What? Where?
When?
Why?
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8%Increaseinconversionsfromop?mizedproductpages
OnlineTes?ngDrivesHigherWebRevenue
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ThankYou
DavidJohnsonBlog:
hgps://blogs.oracle.com/marke?ngcloud/