Modern Marketing

Creativity and AI at Cannes Ad Fest

Modern Marketing

Later this month, industry luminaries from advertising, media, technology, and fashion will crowd the French Riviera resort of Cannes for an annual conference on communication, commerce, data, and design.

Customer Journey Mapping: The Cornerstone of Cross-Channel Marketing

Modern Marketing

Marketers understand the key to successful business is cross-channel marketing as it makes it easy for customers to complete any desired activity on whatever medium they are most comfortable with. However, the actual implementation of cross-channel marketing is a different story.

Have Consumers Bought Into Bots? A Look At The Current State Of Chatbots

Modern Marketing

Remember when Microsoft CEO Satya Nadella famously proclaimed back in early 2016 that “bots are the new apps”? Well, it looks like that prediction is finally starting to come true. In mid-2016, there were approximately 11,000 Facebook Messenger bots.

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When segmenting customers, don’t forget your silent majority

Modern Marketing

Richard Nixon popularized the expression, the silent majority , when he used it to label the broad swath of Middle Americans who are reticent to publicly declare their opinions.

How to to Double (Yes, We Mean Double) the Impact of Your Content Strategy

Does great content really make a difference? How does content quality relate to key business metrics, such as conversions, trust, and purchase? Our research report answers these questions and more as we conclusively prove the connection between content quality and business results.

The Difference Between Wide and Deep Content Explained

Modern Marketing

Content marketing has become a vital component of online marketing, and there are several things to consider while producing content: What is the conversion-goal related to the particular piece of content? Who is your target audience? What type of topic will push readers to your call-to-action?

3 Ways Retailers Can Heat Up Their Summer Email Campaigns

Modern Marketing

As we begin to embrace longer days and shed our winter wardrobes, it’s a great time for retail marketers to re-evaluate the email calendar and replace ineffective strategies with fresh approaches.

Why Inconsistent Messaging is Undermining Customer Experience

Modern Marketing

This article is part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further reading: Silo Busting is Essential to Delivering Personalized Experiences.

3 Tips To Reach More Millennials With Your Social Media Marketing

Modern Marketing

The social media usage habits of millennials continue to change – and so your social media marketing needs to change also. This is necessary in order to keep up with new trends and the constant search for the “Next Big Thing.”

Report: How Top Businesses Approach Content Creation

In this report, content professionals from brands like IBM, Oracle, Dropbox and Mastercard share how they approach content creation. Download and learn the strategies, tactics and tools they use to overcome today’s content challenges.

High Touch or Low Touch? Maybe That’s Not the Right Question

Modern Marketing

There’s an assumption in our industry about customer success (CS) that says that companies wanting to establish CS organizations need to quickly decide on the type of engagement model they’ll deploy for their various segments.

The Cost of Free: Subject Lines and Email Deliverability

Modern Marketing

An enticing subject line is a critical tool in a marketer’s arsenal, driving open rates, engagement in the inbox, and ultimately conversions. A subject line is the first preview a recipient has to the message that awaits them, triggering a split-second decision regarding the fate of a campaign.

Why Learning is Now The Hot Word in Customer Enablement

Modern Marketing

Learning seems like a straightforward proposition. You want to achieve something; let’s call that something A. To achieve A, you need to understand, and make use of, some other important thing; let’s call it B. Once you learn how B works, you can use that knowledge to accomplish A.

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Two Questions that Lay the Foundation for Effective Cross-Channel Marketing

Modern Marketing

Cross-channel marketing has moved beyond the hype to become a reality for marketers. In fact, it’s the new normal. Our online behaviors have evolved – consumers are constantly checking emails, social media apps, and even interacting online via voice technology.

Can Data be Exciting?

Modern Marketing

The answer depends not so much on how the question is asked nor on what the subject of the data might be. Rather, it depends on the spirit of the individual who’s looking at the data.

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Paradigm of Strategic Value-Based Discounting for the B2B Industry

Competition has increased to new levels of intensity and organizations have begun to look for new ways to acquire customers. Discounted pricing is a strategic tool, which when used correctly can drive a variety of business goals, from marketing through to sales strategy

When Did Data Become So Valuable?

Modern Marketing

By Neil Sholay, VP of Digital – EMEA, Oracle. With GDPR compliance now mandatory, European businesses are razor-focused on their data protection measures, and with good reason.

Campaigns Don’t End When You Hit Send: The Importance of Feedback Loops

Modern Marketing

This article is part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further reading: Why Inconsistent Messaging is Undermining Customer Experience.

Mailing to New Customers and Managing Deliverability Risk

Modern Marketing

List size is an important metric for many marketers. It dictates the number of inboxes they have access to and can drive internal conversations around budgets, initiatives, and available resources.

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Your Customers Can’t Wait Any Longer: They Need You to be Data Literate, Too

Modern Marketing

We in the vendor world like to talk about ourselves. A lot. We like to talk about how our products are so smart, so user-friendly, so useful, so valuable, and so mission-critical. So many pats on our own backs.

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Watch Your Tone! The Ultimate Guide to Developing Your Company’s Tone of Voice

Watch Your Tone! takes you step-by-step through the process of developing your tone of voice. It's loaded with practical advice from some of the world's most noted tone of voice experts, and includes useful guides, examples, and worksheets.

Self-Serve is a Great Model for Vendors – and Customers

Modern Marketing

Let’s get it out there right away. Self-serve is an effective, cost-saving strategy for software vendors. While some critics see the move to self-serve as a cynical attempt to offload costs (time, expense) to customers.

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Tomorrow’s Marketing Analytics Today - Oracle Infinity™

Modern Marketing

Oracle InfinityTM is Oracle Marketing Cloud’s new data analytics platform for capturing, processing, storing and interrogating unlimited datasets for companies that want actionable customer intelligence to fuel their marketing programs.

3 Storytelling Tips for Marketers in the Age of Social

Modern Marketing

Humans love telling and hearing stories. From children’s nursery rhymes to week-long box-set binges. Stories define who we are and how we understand the world. And that is why storytelling is one of the most powerful ways to breathe life into a brand.

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Putting Dynamic Back into Email Design

Modern Marketing

While it may surprise those who view emails as an antiquated channel of communication, emails are still a crucial part of the way brands communicate with consumers. Just consider that in 2017, global email users amounted to 3.7 billion people , and, this figure is set to grow to 4.3 billion in 2022.

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The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

How Can Marketers Achieve Personalization in 2018?

Modern Marketing

Despite personalization being lauded as a best practice principle for years, many brands still struggle with the implementation. Recent research conducted by McKinsey revealed that just 40 percent of personalized messages actually feel personal to the recipient.

Silo Busting is Essential to Delivering Personalized Experiences

Modern Marketing

This article part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further reading: Segmentation Must Be Connected to the Data and Technology Stack.

From Direct Mail to Predictive Intelligence: Riding the Technology Wave

Modern Marketing

Makers of Modern Marketing: Bence Gazdag. Welcome back to the Makers of Modern Marketing at Oracle!

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What’s the Key to Improving ROI on Advertising?

Modern Marketing

This article is part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further reading: Campaigns Don’t End When You Hit Send: The Importance of Feedback Loops.

eBook: The 9 Ingredients Your Need to Create Better Content

Our content chefs have assembled this recipe book of best practices to help you produce content that stands apart and meets your business objectives. Download and learn the 9 key ingredients of effective content, how they add to your process and how technology helps create content that audiences love to gobble up!

Building the Foundation of Digital Marketing Success

Modern Marketing

Welcome to the first installment of Makers of Modern Marketing at Oracle! A brand new blog series featuring interviews with the creators, architects and risk-takers behind marketing at Oracle.

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How 1:1 Email Experiences Help Retail Marketers Drive Results

Modern Marketing

By Kristen Dunleavy, senior content marketing manager at Movable Ink. Email has long been the workhorse of digital marketing. It is the most natural channel to deliver on the promise of personalized digital experiences.

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Segmentation Must Be Connected to the Data and Technology Stack

Modern Marketing

This article is part of our series on customer experience where we look at how to connect data, intelligence, and experiences. Read the previous article, Great Customer Experiences Rely on Robust Identity Management.

Whatever Happened to Copyright Laws in Social Media?

Modern Marketing

In the analog era, it was so much easier to apply and enforce copyright law. You could tell if someone else was copying your work, and you could have immediate remedy (i.e. a lawsuit).

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

A Small Glitch or Evidence of Impending CX Disaster

Modern Marketing

Interpreting what you customers mean from their interactions with you is key to creating valuable digital experiences that will make them return to your site. Let me elaborate on this from an experience of mine.

Identify and Rejuvenate Your Inactive Customers

Modern Marketing

By Gabrielle Tao,VP, Product Management, Responsys Development, Oracle. As a marketer, you most likely have a list of your “inactive” customers. The definition of inactive customers varies from marketer to marketer.

Engagement: The Key to an Effective ABM Strategy

Modern Marketing

Where customers once purchased, they now subscribe and consume. Where the technology was the main priority, now customer service is just as important.

Great customer experiences rely on robust identity management

Modern Marketing

With an ever-growing demand from consumers for personalised engagement, it is becoming increasingly important that marketers appreciate the importance of identity management as a piece of bedrock marketing infrastructure.

Togetherness: Achieving Sales and Marketing Alignment

Speaker: Jeff Davis, Founder, jd2 Consulting Group

Jeff Davis is here to help you think differently about how Sales and Marketing should interact. With increased scrutiny for marketing to prove ROI on their activities and it becoming increasingly hard for B2B salespeople to even get in front of customers, the old way of doing business is no longer an option. This webinar will use evidence-based research and empirical knowledge to propose real-world strategies that work.