Oracle Pitches ‘Power of One’ for Marketing Cloud — Using Its Own Marketing Cloud
Marc Primo is reading…http://adage.com/article/btob/oracle/306432/
In an effort to get attention in the crowded marketing cloud arena, Oracle is launching a new campaign built from the ground up using its own marketing tech solution.
Oracle’s b-to-b campaign, called “The Power of One” is in effect, a case study of its marketing cloud, using its own platform across multiple capabilities in its stack to create a single coordinating story as an example of what potential clients can do.
The global campaign is the first to tap Oracle’s marketing solution in this way, especially in the microsite where reports, guides and case studies are not only organized by capability. It also uses progressive profiling and retargeting to create personalized experiences for each customer — just like the kind of experience it wants to give marketers for their own customers.
As a relative newcomer, it was important for Oracle to “drink its own champagne” for this campaign, said Jenifer Metz, Oracle’s director of global marketing demand center and technologies.
“It lends to our credibility not only from a marketing perspective, but also from a sales perspective when you’re actually using the technology that you’re selling,” she said. “…Our target audience is a little tough because we are them and they are us. It’s really important for us to resonate with them.”
Selling cloud marketing solutions to marketers can be challenging. Not only are chief marketing types savvy consumers as Ms. Metz noted, but competition in the enterprise solutions marketing cloud space is fierce. Brands such as Adobe, Salesforce, Marketo and IBM are all fighting for share in the still nascent but rapidly growing industry. IDC predicts the industry will grow at a pace of 12.3% annually, from $22.8 billion in 2015 to $36 billion in sales by 2019.
“The idea is that with integrated services from one company that ‘talk’ to each other is that over time it will be more efficient to have more and more applications from the same vendor. That’s the bet they’re making — own as much of the application real estate by providing this underlying set of capabilities of share services,” said IDC analyst Gerry Murray.
Oracle also has another not-so-secret weapon in the battle, and that is its own tech powerhouse brand name.
While its reputation has been built on computing and database solutions, with this campaign Oracle is looking to leverage that brand power with IT people across to marketing leaders. Already helping its cause is the migration into the marketing suite of more and more techies familiar with the Oracle brand.
Matt Smolenski, director of account management at Oracle Marketing Cloud’s agency 90Octane, Denver, said, “We already know the technology department inside a lot of these large organizations trust Oracle, and now we’ve just got to talk to the marketers about why Oracle’s singular platform is better, knowing we’ve got the technology people who are going to have support the decision on our side.”
The Power of One campaign centers on six different themes that represent challenges in marketing tech, highlighting Oracle’s solutions and end user benefits in each. “The Power of Insight,” for example, points out Oracle’s data management solution, powered via Oracle BlueKai which it acquired in 2014. Oracle’s cloud marketing solution is a compilation of its capabilities and CRM and cloud marketing acquisitions, and has now been in market for three years.
The goal of the new work was to avoid technical jargon, Mr. Smolenski said, by focusing the creative on the human end user who the marketers are trying to make an impression upon.
“The dual meaning of the power of one is in not only the ower of the single platform, but also the power of one-to-one connections with your customers,” he said.
Dan Schrad, creative director at 90Octane said, “The general idea behind the Power of One is a simple message of empowerment, that one individual can make a big impact either in their organization or as a customer of that organization.”
The campaign will target 500 current and prospective customers in both b-to-c and b-to-b businesses, Ms. Metz said. Oracle’s digital media strategy includes paid media such as display, social and sponsorships, along with owned and earned content.