Improving Your Marketing Campaign Effectiveness with New Data Management Platform (DMP) Integrations
It’s been a hot topic of discussion—and a well-documented shift—that customers are demanding more from their brands. Not only do consumers require higher quality goods and innovation in the product itself, but they are also looking for outstanding service and to be entertained and wowed during the shopping experience. All this is on top of an easy and no-hassle transaction.
It can be said that this millennial-like philosophy has risen from all the technology that has made our lives easier and deliver instant gratification. It’s setting a high bar for what used to be simple daily activities. Today reading the news is done on a tablet, buying a morning cup of coffee is completed using a smartphone, and music and videos are available whenever and wherever a user wants to listen and watch.
This on-demand culture shift has been coming, but how can brands and marketers keep up with ever-changing landscape and new technology? To be able to deliver an exceptional customer experience, marketers need to be a step ahead of their customers, not behind. At the end of the day, marketers are communicating with prospects and customers to cultivate and duplicate the personal relationships and interactions that used to take place in-person between a salesperson or shop owner and their customer.
Creating a Solution
Oddly enough, the same technology that has created this relationship gap between brands and the consumer can also be the solution. Media fragmentation, where consumers are using smartphones, tablets, desktop computers constantly throughout their day, is making it difficult to nail down one time or place to reach people. However, at the same time they leaving behind a unique digital trail of behaviors and attributes that can be helpful cues for a brand. The key for marketers is being able to follow the trail, sift through all of the noise, and extract out the valuable insights to inform campaign messaging, placement, and timing—right place, right time, right message.
Oracle Marketing Cloud Innovations
Oracle Marketing Cloud allows marketers to adapt to the changing times and meet the demands of the consumer. Through Oracle Data Management Platform (DMP) integrations with Oracle Data Cloud, additional consumer insights are available to marketers in an actionable way.
Identifying Key Attributes of High-Value Customers and Target Buyers
When prospecting for customers marketers now have the ability to identify key attributes of their high-value customers and target buyers who online and offline spending habits closely mirror them. Oracle Data Cloud’s enhanced modeling solution models online audiences based on important offline data, such as brick and mortar transactions. These segments are then activated through the Oracle DMP, where campaigns can be personalized to increase conversion rates and success. This is applicable for B2B marketers also, as it is taking your offline customer attributes and finding online users who are most likely to be similar to them and convert.
Oracle DMP’s integration with Oracle Data Cloud’s AddThis Audience Discovery tool helps marketers make sense of all of the keyword data, using on-the-fly online audience data from over 2 billion unique users traversing more than 15 million website globally. Marketers can now gain audience insights based on a consumers visit to web page content with keywords that are relevant to a specific product or brand. Based on this behavior, a highly-qualified keyword-based audience can be created, and then activated by Oracle DMP to hundreds of paid media channels. All of this leads to improved audience targeting, relevancy, and scale for paid media campaigns.
Find out about Oracle Data Management Platform integrations and success with audience modeling and enhanced audience targeting.
Then download the Modern Marketing Essentials Guide to Data Management to learn more.
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