Oracle announced it has enhanced itsÂ Oracle Marketing Cloud to help marketers connect with increasingly digital-savvy customers. These innovations are part of a growing platform war among the various marketing cloud players, includingÂ Salesforce, Adobe, Marketo, and Demandbase.
The upgrades, Oracle said, letÂ marketers orchestrate mobile customer engagement, clearly attribute revenue to marketing activities, and optimize experiences for individual customers.
The new release includes enhancements to the marketing cloudâs sales tools, which will “help salespeople better understand the profile of their individual contacts and engage them with relevant content,” Oracle said in a statement. One enhancementÂ makesÂ pre-loaded campaigns and content accessible on mobile devices. Another improves theÂ salesperson’s view of theÂ customer through a new Google Chrome Extension.
Oracle adds moreÂ out-of-the-boxÂ in-app messaging options to help marketers deliver the right message within mobile apps. And the in-app messagingÂ can be planned as part of a larger campaign that includes email, social, push notifications, and other channels.
A new self-service tool lets marketersÂ build integrations that send audience data from the Oracle Data Management Platform (DMP) into otherÂ digital advertising and media platforms, such as demand-side platforms, ad networks, and website optimization tools.
The platform addsÂ multivariate testing, which goes a step beyond traditional A/B testing, Oracle said. The tool can testÂ the performance of up to eight versions of the same marketing message by analyzing variables, including subject lines, content, and the sender of the message.
And finally, Oracle announced a new set of dashboards designed to let marketers attribute conversions to specific content and interactions. Marketers can alsoÂ build customized reports based on specific engagement and conversion metrics.
âAs we look ahead to 2016, marketingâs ability to modernize existing processes and embrace data, technology and content will increasingly define the success of organizations across all industries,â said Kevin Akeroyd, senior vice president and general manager at Oracle Marketing Cloud. âFor many marketers, this will require a significant transformation and that is why we are so focused on making marketing technology more integrated, more holistic and, frankly, easier to use.”