3 Reasons Oracle Responsys is Critical for your B2C Marketing

We live in an interconnected world. We know that our online actions are tracked, stored, analyzed, and used to better our experiences. We expect to see online ads and emails for products and services we just viewed online. Everyday our digital body language and purchase history are used for marketing, sales, and overall customer satisfaction. Personalized, 1:1 targeting is no longer just “nice to have.” It is a requirement for consumer marketers, and it requires extreme coordination and planning. 

Data, logic, and decisioning need to be properly managed and correlated across your digital landscape. Campaigns need to be orchestrated for maximum cross-channel capability. Mobile, email, commerce, and in some cases, in-store marketing, have to be approached holistically for the best customer experience.

As a marketing leader, you know that a full-stack marketing technology platform is essential for long-term success, and you know that a strong marketing automation platform serves as the foundation for augmenting these digital initiatives. Successful marketing automation requires functionality, scalability, and reporting to ensure you get the most out of your investment. Typically, it’s imperative to analyze ability in the following areas:

• Email Marketing – Can customer data be used to personalize and coordinate email marketing with other marketing channels, such as mobile, web, display and social?
• Program Orchestration – Can holistic customer experience be created across all digital marketing channels? It is possible to design consumer paths that are self-directed and responsive to their actions?
• Campaign Testing – Can multivariate tests be designed that auto-select winning communications and scale them across targeted audiences in real-time?
• Mobile Marketing – Will your have the ability to use Push, Rich Push, In-App, SMS and MMS messaging, etc. to connect with customers across devices?
• Analytics – How will your marketers report on campaigns, programs, and messages, including their impact on engagement and conversions across segments, channels, and device?
• Commerce Marketing – Can your combine commerce and marketing to deliver personalized experiences throughout the customer’s buying journey?

Oracle’s Responsys platform has an answer to each one of these questions. It is extremely robust, and serves as the central hub of your marketing stack. There are a number of reasons why Oracle Responsys is critical to your digital marketing initiatives, but here are three areas in which it truly excels.

Cross-Channel Marketing

Marketing automation is more than just email marketing. Email delivery may live at its core, but in essence, email is just one piece of the puzzle. To truly excel in digital marketing, your email marketing system needs to be interlaced with your online advertising, search programs, social media, mobile marketing, and overall digital customer experience. This is where Oracle Responsys shines. With Oracle Responsys, you have best-in-class email marketing, but you also have an intricate, scalable solution for connecting your various points of data and marketing channels. You have the power to connect customer touch points across devices and platforms with an easy-to-use interface.

With its Orchestration Canvas, Oracle Responsys lets your create and manage customer experiences across their personalized journey. This is where your marketing team can build interconnected touches based on customer data and habits. Use email marketing in conjunction with online advertising, SMS, MMS, push marketing, retargeting, and so much more. These programs can adapt to actual behavior, enhancing your customer relationship and increasing loyalty.

Data Management

Data is complicated, especially in the consumer world. Rich customer data lives in a variety of platforms – CRM, ERP, data warehouses, website analytics, e-commerce platforms, etc. On top of your internal systems, you’re likely leveraging 3rd party data sources that augment your knowledge of the customer’s buying and usage journey. The days of a one-to-one data connection are over. You need a platform that gives you scalability and flexibility to leverage a variety of data sources, and the power to use them to your marketing advantage.

Oracle Responsys gives you that capability. With Interact Connect, you create direct data connections among your various platforms. Match customer data with purchase data and online data to build personalized and purpose-driven marketing campaigns. Use external data as trigger points to launch email, retargeting, and mobile campaigns. Consumers will no longer settle for marketing-driven touches. They demand campaigns based on their individual preferences, activity, and agenda. Oracle Responsys leverages data to make each interaction personalized to your customer’s actions within their desired channel.

Journey Nurturing

Whether acquiring new customers, marketing to loyal brand advocates, or engaging with brand switchers, you need a platform that handles each stage of the customer’s journey. Using data and online behavior as your guide, Oracle Responsys gives your marketers intricate segmentation abilities. Connect various sources of data through Oracle Responsys’ intuitive segmentation builder, or get more detailed by creating SQL joins among tables. This intimate view of your data can be used for campaign sends, program inclusion/exclusion, and various personalization techniques.

In today’s world, your customer’s journey is anything but linear and predictable. Instead, customers bounce around “stages” and use all kinds of channels to learn more about your products/services, engage with your brand, and shop. Having the power to market to them based on their actual behavior puts you that much more ahead of your competition.

Summary

Marketing to consumers at the right time and with the right message is becoming more and more elusive. In order to adapt, your marketers need the ability to harness data, internal and external, to properly segment, nurture, and enhance the customer’s journey. They need a tool that turns their data into actionable triggers, creating personalized touch points for customers based on their individual behavior and device preferences. Today’s consumer does not follow yesterday’s buying patterns. Social media, mobile devices, applications, and our on-demand culture has forever changed the landscape of the consumer journey. Marketers that master the ability to create personalized messages based on individual preferences, devices, and actions will be the winners. Oracle Responsys gives you the power to succeed.

 If you have Responsys and you need support, please contact us!  We love helping companies transform their marketing automation.