Oracle Modern Marketing Experience

Summary

The speaker introduces the concept of leveraging a broader ecosystem, using examples of third-party integrations into the Oracle Marketing Cloud. A key focus is on customer preference management, which is vital to digital marketing. It's not just about sending messages, but also listening to what customers want.

An example of this is showcased with a video from PossibleNOW, a partner that provides an enterprise preference management solution. Their platform allows marketers to create a preference experience, treating it like a campaign while storing all the data in a centralized repository built for regulatory compliance. Rather than having multiple preference centers across different regions and brands, PossibleNOW provides a single place to collect and manage customer data. This tool gives marketers control, allowing them to modify how they collect customer preferences without relying on IT support.

The speaker demonstrates how a customer, Greg, initially opted into multiple notifications but later decided to adjust his preferences when receiving too many emails. Instead of opting out entirely, Greg chose to opt down, keeping certain communications while stopping others. This flexible approach benefits both the marketer and the customer, as it maintains the relationship and ensures the customer receives only relevant content.

Lastly, it’s announced that PossibleNOW will soon integrate with Eloqua, bringing these preference center capabilities to Eloqua customers.