Oracle’s sales, service and marketing platforms might not be a completely integrated offering, but it’s got a credible roadmap to get there.
To show its commitment to being a holistic “Customer Experience” platform, Oracle decided to host three simultaneous conferences at the MGM Grand Conference Center in Las Vegas this week, one for each of its Marketing, Sales and Service Cloud platforms. The underlying message; all three platforms are harmoniously working parts of one big cloud platform that ultimately serves the customer.
Oracle CEO Mark Hurd said the market was finally at a point where implementing CX solutions was now a reality. “A few years ago there was a lot of talk of suites, but less talk of buying them,” Hurd said. “But now customers are asking, ‘Can I buy sales and service now as a solution? Can I integrate B2B marketing with sales automation?' We’re beginning to see that now." Hurd acknowledged that while Oracle’s integration story was far from perfect, the company had progressed to the point where it had real credibility in offering these solutions in a holistic way. And following the footsteps of his former boss Larry Ellison, Hurd couldn’t resist taking a shot at the competition, specifically Salesforce and its pricing strategy. “The biggest thing I’ve seen from Salesforce is this aggression in raising the price on its renewals,” Hurd said. “It’s an interesting strategy, we’ve never seen this many Salesforce customers wanting to switch.”
In an exclusive half-day session for industry analysts, the unified CX suite was reinforced in all of Oracle’s conference presentations. The top executives from Marketing, Service, Sales, Commerce and Data Cloud took the stage together to give a joint briefing on the new features their platforms were rolling out, and more importantly, the new ways they were integrating with each other.
For Oracle Marketing Cloud, a major piece of news was that Oracle Social Cloud was now going to be reporting directly to the leadership at Marketing Cloud. It’s a move that makes sense, especially given how the market is moving away from social simply being a listening and publishing tool, to being a channel that supports overall content strategy, which forms the nucleus of the marketing plan.
Product updates included the launch of an Account-Based Marketing feature within Eloqua, and welcome integrations between B2C content-delivery tool Responsys and content-personalization solution Maxymiser which allows the user to orchestrate personalized messaging on a website in conjunction with messaging in email, SMS, MMS, push messaging, in-app messaging and display advertising.
But the real highlight in the CX suite story is the added integration of Oracle Data Cloud (formerly BlueKai.) A powerful marketplace for third-party customer data, Data Cloud now gives marketers the ability to model their online audiences based on critical offline data, such as in-store purchase transactions. A second integration leverages its recent acquisition of AddThis to give marketers access to keyword data to help them target audiences with paid media. Although the announced integrations were marketing-centric, the Data Cloud presentation made it clear that it is seen as a resource for all the CX applications, and we can expect further connections within Sales, Service and Commerce Cloud.
Another showcase for Oracle’s CX narrative was a panel discussion and Q&A session with reps from five companies who were all using multiple products from Oracle’s CX suite in their efforts to deliver a unified customer experience. It’s a stark contrast from last year when the customers Oracle showcased were still using only one or maybe two products from its suites, with little signs of connection across marketing, sales and service functions.
Scott Strickland, global CIO for the audio/video solutions company D+M Group talked about how his team was using Oracle’s products to drive an IoT-focused digital transformation for the company and its products. “We transformed this company around the digital delivery model,” Strickland said. “Our black box and speakers can now collect information and aggregate it into customer profiles, allowing us to be much more proactive in how we can engage with them.” By embracing IoT technology, D+M Group was able to track how its customers were interacting with its devices, so that when they called in for a service issue, the company was able to pull up their history and help solve their problems in a faster, more personalized manner. In addition, D+M Group used Oracle’s Social and Marketing Clouds to listen to customer conversations about product updates they desired, present them to the product team as market research, and then send targeted messages to those same customers with news of the product updates they had been talking about.
Another customer story came from Carrie Leader, director of eCommerce at Elaine Turner, a Houston-based designer of handbags and shoes. Leader outlined a roadmap for connecting Elaine Turner’s in-store experience with its online site using Oracle’s Sales, Marketing and Commerce Cloud. Since 75% of the store’s transactions come from in-store appointments, getting customers to come in and spend time with sales reps is a big goal. To do this, Leader’s team plans to add a “Book An Appointment” button on its eCommerce website which would then capture the customer’s information in the CRM, along with a history of the items they browsed. Using Marketing Cloud, the company could then send reminder emails to the customer, along with content relevant to the items they were browsing. An integration with Commerce Cloud could show customers which items were in stock, and which items might be running low, giving them an added incentive to visit.
These highly personalized, relevant experiences for customers aren’t just gimmicks, they’re the new norm of what brands are expected to do in order to differentiate themselves in the digital era. And these experience can only be delivered through a coordinated strategy across all the customer facing functions of a company. Oracle may have made a lot of progress on the technology side of those efforts, but it’s still up to brands to do organize their people and processes to help deliver on that vision.
All the news and updates at this year’s Modern Marketing Experience conference are all about the unified CX narrative.
Chatbots announced at today’s Facebook developer conference, F8.
Facebook’s CEO outlines the company’s plans for its family of apps, artificial intelligence and virtual reality.
The unique challenges faced by the insurance industry when it comes to using customer experience as a differentiator.
Key findings from our upcoming research on Employee Advocacy.
Taking a page out of Snapchat Stories, Facebook has created a revolutionary ad format for mobile.
Ed Terpening takes a look at how employee advocacy could be the next way to promote organic content without paying for reach on Facebook.
Lots of changes happening at Twitter, here’s what the latest means for brands that use the platform.
Charlene Li takes a look at what areas of digital transformation companies should invest in as the year begins.
From IBM’s Connect conference in Orlando, Susan Etlinger finds new insights into how employee data can be used to transform organizations.
Lessons from the digital disruption of the music industry.
Analyst Susan Etlinger outlines her research agenda and areas of coverage for 2016.
A new survey from CMO Council and Pega Systems shows that data-driven customer engagement still has a long way to go.
Ed Terpening takes a look at the factors that influence the success employee advocacy programs.
Altimeter’s Susan Etlinger is a guest contributor to a new report from the World Economic Forum, prepared by the Global Agenda Council for Social Media.
An eMarketer report predicts 2016 to be the first year that more money will be spent on display advertising than search.
Prophet’s Brand Relevance Index study identified the Top 50 Relentlessly Relevant Brand. Several digital brands broke into the top 50 — what did they do well to make it into this elite group of brands?
Why companies need to start prepping for the rapidly approaching CX opportunities in virtual/augmented reality technology.
The new areas of focus for Altimeter’s research team in the New Year.
It’s time companies brought HR into the C-Suite.
New updates from Oracle Marketing Cloud help brands unite disparate data and business units on a single platform.
Susan Etlinger’s thoughts on the recent TED@IBM event on data.
A new book by Altimeter’s Brian Solis underscores the importance of great design and empathy in creating lasting customer experiences.
The implications of Facebook’s new range of buttons.
Customer experience is no longer just the responsibility of marketing, martech must be used by the sales and service teams as well.
A new thought leadership study from Altimeter and Cofactor.
Employee advocacy of your brand coupled with divisive political expression can harm both your brand and employee influence in social networks.
What every company needs to consider before organizing for social business.
Companies need to look beyond communication to earn consumer trust.
How Altimeter will continue to do research as a part of Prophet Brand Strategy.
Acquisition underscores the potential of social to deliver results outside the marketing department.
A look at why it is imperative for the IoT industry to invest in, collaborate, and innovate specifically around security and privacy, not just broader IoT verticals.
How much further can we take the “customer profile?”
It’s less about the hardware and more about the interoperability of content, services, use cases, communications across devices.
The implications of connected devices communicating at every moment.
A new report from the CMO Council identifies the biggest barriers to effective lead generation through content.
Brian Solis talks about marketing to Generation “C” at the Adobe Summit EMEA in London.
What you need to know about how companies can use your data to discriminate against you.
When it comes to consumer data use, communication isn’t just ethical, it’s an integral part of brand strategy.
The mixed feelings video creators have about using Facebook instead of YouTube.
What you should keep in mind when evaluating your company’s social business maturity.
How every company should evaluate itself against consumer privacy concerns.
A new report from eMarketer predicts that by 2017, Instagram ad sales will cross $2 billion in ad sales.
What both consumers and businesses can learn from the Ashley Madison cheating website data breach.
The start of a new era for Altimeter Group.
A new survey by Econsultancy and Oracle Marketing Cloud highlights the challenges marketers face in using Big Data platforms.
Understanding the full implications of being connected everywhere and anytime.
The way Pinterest discloses its data use practices is a great example for brands.
Brian Solis speaks with Entrepreneur Magazine’s Jason Ankeny on the future of business.
New updates to Salesforce Marketing Cloud’s Journey Builder platform now allow users to map customer journeys across sales, service, marketing and custom apps.
How to get your business noticed in a sea of content and media.
Was Twitter wrong for taking down “Politwoops?”
Jessica Groopman’s guest post for the TRUSTe blog.
With “Buyable Pins,” brands can now use Pinterest to directly sell their products to consumers
The Apple CEO delivered a scathing critique of companies misusing customer information.
Altimeter’s latest consumer survey focuses on privacy in the new age of connected devices.
Why leaders are so hesitant to engage digitally, and what they can do to overcome that fear.
Salesforce is fielding inquiries from potential buyers, one of whom may be its biggest competitor, Oracle.
If customer experience is based upon data, the first step is earning their trust.
The three key benefits sensors can offer retailers for using IoT to drive loyalty.
The implications of Twitter turning off the tap for one of its biggest data partners.
At its annual conference, Marketo launches real-time, automated messaging capabilities for mobile apps, along with new advertising and IoT tools.
Why the competition between the big marketing cloud vendors shouldn’t be the focus of their clients.
Does Facebook’s restriction on its huge data sets serve the public interest?
Oracle announces long-awaited web, data, and commerce integrations for its Marketing Cloud, highlighting its big ambitions for a unified offering of all its enterprise platforms.
The impact of IBM’s partnership with the Weather Company and its mammoth investment in IoT.
A look at the growth of Beacon devices and their impact on consumers.
Facebook is emerging as an even bigger threat to YouTube by announcing some attractive new features for its video platform.
Five definitive use cases illustrating how companies can use sensors to enhance customer experience.
A look at the digital ethics and privacy conversations from this year’s SXSW conference.
How leaders can make the most of the biggest digitally-focused event of the year.
Why won’t Apple focus on the actual use cases for Apple Watch instead of how it looks?
I recently partnered with Genesys to explore the state and future of customer experience (CX).
Sprinklr is taking on the marketing cloud bigwigs with the release of its Content Lifecycle Management platform.
The reasons you need to attend Internet of Things World.
We match up Hillary Clinton’s actions against our social business governance framework.
The CEO of Altimeter Group has a new book out which contains essential guidelines for how leaders can engage employees and customers on digital channels.
What leaders need to do to earn the trust of their employees and consumers in the digital age.
A new law banning the collection of personal information in South Africa could influence legislation in other countries as well.
What social media teams need to do to get tweets showing up in Google search results.
Customer experience is meant to be evocative, not reactive, and the current state of call centers isn’t helping.
A list of essential do’s and don’t for vendors and their PR teams.
The implications of the Internet of Things is so much more than the immediate value of a shiny gadget that connects to the Internet.
A new startup called Locket is revolutionizing the way we use our mobile lock screens by turning it into a content and messaging playground.
DonorsChoose shows how simple targeted emails can produce great engagement across all digital channels.
A new book by Charlene Li tells today’s leaders how to start engaging their employees on the same digital channels as their customers.
Here’s the first, crucial step every organization needs to take before formulating its content strategy.
This year’s results have troubling implications for the technology industry.
The Internet of Things is the next big channel of engagement for brands, yet most of them still find it difficult to get on board.
The digital trends and practices that require the most attention from business executives this year.
We answer all the questions we couldn’t get to during our webinar on the mobile-only customer experience.
A look at the future of advertising in a world where the channels to view them are rapidly changing.
If you’re making the trek to Austin in March, we hope you’ll catch up with the Altimeter crew.
A look at what we give up and gain when we allow our lives to be turned into sources for data.
How content marketers can take advantage of the new partnership that allows tweets to show up in Google search results.
Successful IoT strategies the consumer product world can learn from B2B enteprises.
Sprinklr will be looking to its new COO to convince enterprise leadership of social media’s importance across the entire organization.
Brands aren’t the only ones who must adapt to a mobile-first audience.
Takeaways from all the advertising we saw on Super Bowl Sunday.
Here are five data questions about the Super Bowl that we’d like the answer to.
With a slew of new features, Facebook could be taking up more space in the video marketing mix.
This month, we welcomed Omar Akhtar as our Managing Editor, a role that we created to shepherd exciting new initiatives at Altimeter.
Microsoft’s cool new gadget could be a powerful tool in the hands of a business.
The inevitability of a mobile-only customer experience will have a big impact on how brands create and deliver content.
Why it’s not enough to simple be present on every digital channel
Highlights of what the Big Boulder Initiative accomplished in 2014, and its plans for the new year.
The essential steps you need to take to start building your customers’ mobile experiences.
A look at the best new startups to graduate from Alchemist Accelerator, an accelerator for enterprise collaboration tools.
Things you need to know before you consider spending on Snapchat.
CES 2015 showed that companies are building too many devices, and not focusing enough on the the value they can provide through connectivity.
Before you hire an outside agency to help your content marketing efforts, here are a few key questions you need to ask yourself.
We evaluated the US Congress according to our social governance framework, and the results weren’t great.
The increasing number of collaboration tools is overwhelming employees. Here’s why companies need to simplify.
What you need to know about Facebook’s newly launched workplace collaboration tool, and the impact it could have in a highly competitive space.
These last few years have been an interesting ride. As fun as it has been, it is the next few years that will be the most telling and also transformative if all goes according to plan.
There is an elephant in the room when it comes to the Internet of Things. There is a critical element inherent to just about any IoT application that hardly ever sees the light of day in industry coverage of the topic.
Predictions? Humbug. Never done ‘em, never will. As a research analyst, predictions are antithetical to my methodology, which is research followed by analysis.
In my last post, I discussed some themes for 2015, one of which was an imperative for us as an industry to get serious about digital ethics.
In a late 2013 study, Gallup found that only 13% of workers actually feel engaged at their jobs. What’s worse is that 63% of the workforce is not engaged at all.
When I published the first in a new series of reports exploring the state and future of Digital Transformation, it was almost the antithesis of a typical technology report.
I’m not generally a fan of annual predictions; they always remind me of a carnival in which you’re encouraged to “pay no attention to the man behind the curtain”; you almost never win the giant teddy bear.
Content marketing is hot, but it is not solely created by, inspired by, or used by marketing.
The story of the blind men and the elephant originated centuries ago in the Indian subcontinent. In the well-known parable, each man has limited context and therefore believes the elephant to be something different. One feels the trunk and thinks it’s a fountain. One touches the ear and thinks it’s a fan. Others think it’s […]
Employees are disengaged at work, and organizations have been exploring how social and digital technologies can address this problem.
For most of digital marketing’s relatively short history, personalization has been the ne plus ultra of sophisticated marketing.
Content. It’s not just for the marketing department anymore. These last few months I’ve been researching how organizations are forming, and benefitting from, what my co-author Jessica Groopman and I are terming a “Culture of Content.”
Companies recognize one of the big opportunities related to the proliferation of consumer channels and devices is to gain deep insights about their customers. Join Janrain and me this Wednesday for a conversation about the opportunities and challenges related to customer data and identity
In our latest research report, “A Culture of Content,” my colleague and co-author Rebecca Lieb and I present a framework for how organizations of any size can establish, evangelize, and foster a culture of content.
We can all pretty much universally agree that with native advertising comes the obligation of disclosure and transparency.
In our research and client work at Altimeter, one of the most misunderstood issues we see is social business governance.
When Facebook announced last week that it will soon become more difficult for brands’ page posts to appear in the news feeds of their friends, fans, and followers, the outcry was predictable.
Facebook is working on a new offering called Facebook at Work, according to the Financial Times.
Charlene Li and I are pleased to offer you Altimeter’s latest research report focused on Social Business Governance.
Every day, there’s seemingly yet another disruptive trend that emerges out of nowhere which affects consumer behavior and the future of everything along with it.
What goes into creating and fostering an organizational culture of content? As an analyst that’s the topic I’m currently researching.
What goes into the marketing process today, and what technology is required? Will a “Marketing Cloud” help coordinate efforts and drive efficiency? What are the alternatives?
We’re in the final stages of a new research report that is looking at the hot space of social selling, exploring how this nascent but quickly evolving approach to the sales process is being used by both sales and marketing teams with both trepidation and success.
According to Wikipedia, “marketing is the process of communicating the value of a product to customers, for the purpose of selling that product (goods or services.)” But that is what marketing used to be
Social selling has become a hot topic. Organizations in every industry are working feverishly to leverage social platforms and social networks for a number of reasons
In a moving talk, she explains why, as we receive more and more data, we need to deepen our critical thinking skills.
Marketers are struggling with a customer journey that has become more complex than ever. The journey is difficult to track across channels and devices. The infographic below illustrates the modern marketing cycle…
I crossed an item off my bucket list when I gave a TED Talk at TED@IBM on Sept. 23rd. The event was part of the new TED Institute, which partners with companies to create TED-curated events.
Altimeter and Capgemini Consulting to Collaborate on Thought Leadership, Research, and Global Consulting
For our latest report, Altimeter Group partnered with LinkedIn to study the importance of relationship building among the most socially engaged companies on LinkedIn. We found that, by using social technologies to improve relationships, businesses witness incredible results.
We’re excited to announce today that we’ve formed a strategic alliance with 7Summits — a social business agency specialized in creating online community experiences.
Now more than ever, content must be recombinant. This means a critical component of content strategy is the ability to rapidly dissemble, reassemble, reuse, repurpose, and remodel discrete elements of digital content.
This week, Facebook re-launched Atlas, the ad platform it bought from Microsoft last year.
Content Marketing: How do we do it globally?
Altimeter’s recent research for its report, The 2014 State of Digital Transformation, uncovered that investing in new digital technologies (social, mobile, big data, cloud, etc.) doesn’t always equate to uniting those efforts around a common vision supported by an updated, integrated infrastructure.
Yesterday, Oracle’s new CTO Larry Ellison kicked off OpenWorld. He focused significantly on the cloud. How are the two themes related?
Ten years ago today, I wrote my first blog post, entitled “Blogging as a State of Mind.”
Altimeter Group is planning to publish a research report this fall on how businesses are enabling sales organizations with social media tools. We will be discussing the markers for social selling transformation, best practices on training and governance, and a snapshot into the suite of tools available as marketing and sales organizations are pushed to […]
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
Today, we’re happy to officially announce the launch of our new site, designed by digital marketing firm Bluetext.
A genuine culture of content goes far beyond enabling and empowering content creators outside of marketing.
We’re pleased to announce that Susan Etlinger, Brian Solis and Rebecca Lieb are each speaking at this year’s event.
While most of the tech and business press focused on the functionality of the Apple Watch (digital crown, battery life, taptic engine, yadda yadda…) discreetly milling around the event were the fashion press, invited by Apple’s new fashion and design team.
Digital Darwinism is a fate that threatens most organizations in almost every industry. Because of this, businesses not only have to compete for today but also for the unforeseeable future.
Our research found that the content marketing space is rife with challenges, both internal to the organization and externally across the ecosystem. The following infographic helps visualize this struggle.
How should content be measured and analyzed? Let us count the ways (or at least begin to).
How should content be measured and analyzed? Let us count the ways (or at least begin to).
I follow the Maker Movement as a consumer, analyst and also as a maker. What is the maker movement?
Businesses today are met with unique challenges and opportunities that necessitate pause. For years, management models were developed to optimize the pursuit of business objectives.
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it.
We recognize that existing RFP templates cannot be retrofitted to the task of soliciting content marketing solutions due to a number of specific challenges.
Pervasive technology fundamentally changes how people communicate, discover and connect. With smartphones and tablets serving as digital appendages, we focus on small screens throughout our day, every day and in all we do.
Lately I’ve been doing a ton of work around the content marketing vendor landscape: conducting research, as well as helping clients ascertain what their technology needs are and pinpoint the vendors that can solve their problems.
There’s a lot of talk about the future of work… Technology is indeed connecting us in ways that improve communication, discovery and connectivity.
What’s a digital newsroom? Seems like such a simple question, until you start pondering the potential answers.
Today, I’m proud to announce the release of Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.
It’s no corporate HR secret: the greater investment made into employees, the greater the ultimate reward back to the company.
How teens use social media and why it matters to you. Generation Z = (Today’s Teens, Preteens and Children)
Michael Brenner has long been a recognized leader in content marketing in his role as VP marketing at SAP. Very recently, he joined content marketing technology vendor NewsCred to head strategy for that company…
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
Murky research collided with lazy journalism last week to create a torrent of #socialmedia + #advertising = #fail link bait.
Silicon Valley is more than a place, it’s a movement. While many debate where the “next” Silicon Valley will gain prominence, the point that many onlookers miss is that innovation is at the heart of the crusade.
By now, you’ve probably heard that data scientists at Facebook recently published a study in The Proceedings of the National Academy of Science…
Social Media Examiner’s 2014 annual Marketing Industry Report found that while 97% of marketers use social media in their marketing efforts, only 37% are able to measure the ROI of those activities.
Modern marketing requires deeper customer understanding to drive meaningful engagement. With social media — and the abundance of social profile and activity data — brands can glean this insight to identify and better understand prospects and customers throughout the customer lifecycle.
Today, I’m happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
Twice a year, we publish our planned research agenda. You can see the first half of the year’s agenda and what’s already been published here. Today, we’re excited to announce our planned research for the remainder of the year.
This month, we need your help with two reports that will be publishing in July. We’re fielding two surveys – on social business governance and employee engagement.
You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack.
Our new research report, The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions, published today to help marketers navigate the tangled and complex content marketing software landscape.
Today Sprinklr is announcing the availability of a paid media offering as well as a $40M in series D funding led by Iconiq Capital (which notably manages money for many of Facebook’s early employees, among others).
A key factor to creating and delivering a great customer experience is the ability of a company’s workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
Marketing has changed substantially in the past few decades. With the proliferation of CRM, ecommerce, cookies, loyalty programs, etc. marketers have more customer data than ever.
IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.
“Digital transformation” isn’t a trendy moniker to signify an increase in technology investment. It’s a renewed focus on the customer and the human side of business.
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
When Google bought Wildfire for $350M, it took many by surprise. What did Google want with a Social Relationship Management company? Google is in the ad business, not the SRM business.
Your refrigerator has a message for you — and no, it’s not that you need more orange juice– it’s an ad for belly fat pills. Thanks, Refrigerator. This post was originally posted on Wearable World News. The original can be found here.
At the most basic level, the Internet of Things (IoT) is connectivity between people, processes and things. While this is as vast as it sounds — spanning all industries, the enterprise, and consumers — one of the central-most challenges facing…
Two things: To stay competitive with (or arguably ahead of) the giants in the social world—Salesforce, Adobe, and Oracle—Sprinklr needed to build out its analytics capabilities. Sprinklr’s customers increasingly need custom consulting services, especially for implementation and training.
It’s almost that time of year again: Altimeter’s analysts are mapping SXSW plans and schedules. Making the trip to Austin this year are Brian Solis, Susan Etlinger and Rebecca Lieb.
Large enterprises are rolling out social media at scale – and training and education for employees is critical. Well-developed social media education programs can help companies achieve business goals by reducing social media risk and activating employees for engagement and advocacy.