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Copyright 2014 Oracle and/or its affiliates. All rights reserved.
Modern Marke?ng In Oil & Gas:
Managing Data to Tackle Brand, Community & Compliance Challenges
Jason Rushforth Vice President Industry Solu?ons & Emerging Channels Oracle Marke?ng Cloud Oracle Confiden?al
Internal/Restricted/Highly Restricted
1
Marketers Challenges
2
3
Responsibility and Pressure to Deliver Increases while Resources Hold Firm
76% Marketers that have
taken on new responsibili?es
Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey
76% Leadership judges marke?ng faster
than ever
89% No change in budget or resources
Rapid Technology Growth = Marke?ng Complexity
100 Vendors Aug 2011 1000 Vendors Jan 2014 350 Vendors Sept 2012
Prolifera?on of Applica?ons in Marke?ng Ecosystem
The Marketer Experience Is Broken
82% Marketers Struggle to Bring Together Customer Data of enterprise marketers have no synchronized view of customer data.
Forrester
8
MarkeAng Teams Pass Their DysfuncAon Onto the Customer
The Marketer Experience Is Broken
10
78% of customers dont receive a consistent experience across channels. Accenture
Its Fragmented
The Customer Experience Is Broken
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12
94% Its TransacAonal of customers have discon?nued communica?on with a company because they receive irrelevant promo?ons and messages. Blue Research
The Customer Experience Is Broken
12
Only 1 of 10 CMOs and CIOs feel that collaboraAon between the
two is at the right level.
The Marke?ng and IT Divide Prevents Progress
What CMOs Want What CIOs Want
#1 Deploy bePer
markeAng execuAon and plaRorms
( #6 for CIOs ) ( #8 for CMOs)
#1 BePer markeAng measurement and
campaign opAmizaAon
Accenture Survey
Marke?ng and IT Alignment?
Marke?ng challenges in U?li?es and Energy
Harnessing Big Data Challenge
MarkeAng and Sales
CoordinaAon
Ensuring Safety and Regulatory Compliance
MulA channel and Digital Engagement
Oracle Confiden?al Restricted
Recruitment Challenges
500,000 Jobs 5 years 1.1M Jobs 10 years
Theres an app for everything!
The Oracle Marke?ng Cloud
Data Management PlaRorm Cross-Channel MarkeAng Social MarkeAng Content MarkeAng Oracle MarkeAng App-Cloud and Data Partners
Oracle MarkeAng Cloud AnalyAcs
WEB MOBILE SOCIAL EMAIL COMMERCE SALES DISPLAY
Unify Data
Engage Audiences
Analyze Performance
MarkeAng Simplicity. Customer Centricity. Enterprise Ready.
Reduce Campaign Planning Time & Effort
Before Ajer
End-to-End Customer & Marketer Experience
U?li?es marketer creates audience
profile
Delivers targeted display adds using
DMP Partner
Gathers anonymous DBLTM about contacts interest in Green
Energy for Business
En?ces the contact to watch a video about
Green Energy
CC&B feeds customer list to OMC
Sales rep gets an alert and contacts
Mark Jones
Marks engagement is captured in OMC/
CRM
Sales concludes the up-sell and Mark
receives a personalized follow up
Mark Jones received a personalized follow
up message
Cross-Channel MarkeAng
Social MarkeAng
Content MarkeAng
PRODUCTS LEGEND:
BlueKai DMP
Oracle CC&B
Mark Jones is added to the Up-sell/Cross-sell nurture campaign
Mark shares his companys green energy ini?a?ve across
social media channels
RELATIONSHIPS OVER
TRANSACTIONS
TRANSACTIONS TO
CONVERSATIONS
CONTENT IN
CONTEXT
PERSONA TO
PERSONAL
LISTEN AND LEARN
QUANTIFY TO
JUSTIFY
CreaAng Ideal Customers
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Marke?ng Simplicity Customer Centricity Enterprise-Ready