Oracle launches new updates to its customer experience cloud and Eloqua platform.
Last week, Oracle announced a series of updates to Oracle CX Marketing within the Oracle Cloud Customer Experience to help marketers deliver better customer experiences and make the most of every interaction.
Also read: How Marketers Can Lead Customer Experience in the New Normal
Oracle’s new CX-focused updates include:
- Advanced Account-Based Marketing (ABM) Capabilities: As marketing budgets come under increasing scrutiny, Oracle has upped its ABM game to provide marketers greater visibility into the activities of their most engaged accounts. A new account engagement dashboard for Oracle Eloqua coupled with firmographic data from Oracle Data Fox helps marketers develop highly targeted segments within Eloqua. The company has also integrated Oracle CX Unity segments into Eloqua campaigns and campaign performance back into CX Unity profiles to further improve segmentation and targeting capabilities.
2. Integration With Collaboration and Video Conferencing Tools: Like with all business functions, marketing is remote and distributed. To empower better team collaboration and communication, Oracle has also introduced integrations with Zoom, Microsoft Teams, and Webex on Eloqua. Marketers can now connect with customers seamlessly on these platforms.
3. Content Blocks: Oracle has added pre-configured and reusable content blocks to enable marketers to develop landing pages and email campaigns, faster within Eloqua. Marketers can now create reusable, pre-styled and pre-configured blocks of content to use in landing pages and emails that will accelerate control and creation within Oracle Eloqua. Oracle Eloqua’s close integration with CX content makes sharing content across teams a breeze while remote too.
4. Improved Personalization: Contextual marketing has become an increasingly effective strategy for brands. Oracle has upgraded Oracle Responsys with new intelligence capabilities that help marketers simplify marketing production while optimizing for customers. For instance, Oracle’s new fatigue analysis will help marketers identify when they may be sending too many messages to a customer. A new intelligent switch can optimize the channel, time, and message to send to a customer. And an intelligent audience selector can help marketers find more customers who will respond well to their marketing automations.
5. Better Loyalty and Engagement Capabilities: A new polling capability within Oracle CrowdTwist allows marketers to survey customers and collect first-party data to drive more personalized interactions. It also enables marketers to gather additional insights to further optimize the customer journey.
Also read: SAP Partners With Kaltura to Deliver Interactive Customer Experience
6. Customer Data Platform Enhancements: The latest enhancements to CX Unity will help marketers address the need for authentic, context-aware and empathetic communications by making it easy to create customer (B2C) and account (B2B) profiles. In addition, the company has also introduced a new B2B data model for targeting of accounts versus individual customers and added retail and automotive industry schemas that enable marketers in those industries to build and maintain customer profiles that are specific to the nuances of their industry.
What Does This Mean for Marketers?
Over the past couple of months, marketing has experienced a dramatic change. While marketers are more agile than their counterparts in other business functions, the sheer scale and speed of these changes have exposed certain limitations of old tried-and-tested strategies and technologies. Marketing automation vendors like Oracle have been quick to identify and address these limitations through product upgrades and new launches.
Solutions like Oracle CX Marketing and Oracle Cloud Customer Experience represent the cutting edge in Martech. By focusing their innovations in customer experience and ease-of-use, brands  like Oracle are addressing a very real issue in the market – changing customer behaviors.
Also read: Genesys Deepens Ties With Microsoft to Push the Boundaries of Customer Experience
As customers postpone big ticket purchases and seek to make sense of all the white noise – brands that deliver unique customer experiences will ultimately win the battle for customer attention and more importantly, their dollars.   Â