Evolution of the Marketing Cloud

4.18.2104

What Trends Are Driving This?

IT Spend $2.069 Trillion

Customer IT Spend $1 Trillion

Company IT Spend $1 Trillion

Company IT Spend $1 Trillion

82% Maintenance

18% Innovation

Trends Driving IT/Marketing Convergence

GLOBALIZATION DATA EXPLOSION RISE OF MOBILITY

SOCIAL IS BUSINESS SOPHISTICATED CUSTOMERS MODERNIZE TO SURVIVE

9 Billion Internet Devices in 2012

50 Billion By 2020

90% Created Within Last ThreeYears

50X Growth by 2020

6 Billion Mobile Subscribers

87% of the World’s Population

78% CAGR Mobile Data Growing

Consumers Driving Experience

26% 86% 94%

Post negative comments

Stop doing business

Will pay more for great experience

Differentiated Experiences

“Engage me everywhere.”

“Meet my expectations.”

“Know me. Wow me.”

20-Year-Old Legacy Applications

“Understand and reward me.”

75% By Individuals

Marketing Has a Greater Responsibility for the Customer Experience than Ever Before

Marketing Influence Sales Influence Brand Advertising

Lead Generation

Product Education

Commerce & Sales

Product Experience

Service & Support 1994 Loyalty

Marketing Driven Customer Experience

Sales Service Support

Brand Advertising

Lead Generation

Product Education

Commerce & Sales

Product Experience

Service & Support Loyalty 2014

Service Influence

Expectations of Marketing Continue to Grow

New responsibilities

No change in budget or resources

Leadership judges marketing ROI faster

Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey

CX Revenue

How are we Doing?

Number of impressions U.S. customers make on one another about products

and services each year

500 BILLION

Customers Control Your Destiny

Yet Only a Small Portion Sing Your Praises

7% Average number of advocates

Source: Zuberance

Start with short-term Revenue goal

Customers have discontinued communication with a company

after irrelevant experience

Source: Blue Research

Mortgage Long- Term Value

94%

Marketing Remains Transactional

Bombard customers with marketing assets

Companies struggle to organize and move customer data across systems, apps and sites

82% Enterprises with no synchronized

view of customer data – Forrester

Still Taking a Fragmented Approach

Causing Fragmented Customer Experiences

Portion of customers with inconsistent experience across channels

– Accenture

78%

We all know about these problems. How can we solve them differently?

Focus on the basics to create customer-centricity and marketing simplicity

Unify Data

Analyze Behavior

Engage Individually

Confront the Big Data Challenge Organize your disparate data sources across your enterprise systems and the massive marketing ecosystem Activate the Data!

Unify & Activate

Data

Universal Customer Experience Profile D

igital Body

Language

Automation

Orchestration

Mobile

Social

In Store Field Service

Direct Sales Channel

Sales Web Contact

Center

Email Display

Content

Tie Marketing to Earnings Per Share

Campaign Metrics

Marketing Program Metrics

X-Channel Attribution

P&L, EPS Impact $

Email Nurturing, Landing Pages

Website/Landing Page Personalization/eCommerce

Mobile reach and nurturing Attribution/Analytics

CRM

Ad Server

Content Management

Campaign Analytics

Search

Search/Display/Social/Video Nurturing and Reach

3p Data

Content

From Chaos…

To Control Search/Display/Social/Video Nurturing and Reach

Mobile reach and nurturing

Attribution/Analytics CRM

Content

Email Nurturing

3p Data

Website/Landing Page Personalization/eCommerce

Control Panel

How are we trying to Help?

Marketing Cloud Evolution

CI + Involver Integrated to SE&M

Vitrue Acquisition Closes July 2012

Oct 2012

Fusion CRM + SM Integrated

Oct 2012

Social Marketing Launched

Oct 2012

SRM: SM & SE&M Integrated User

Experience

CI and Involver Acquisition

Close Sept 2012

SE&M and RightNow

Service Integrated

Dec 2012 SRM: Siebel and CRMOD

Integrated

June 2013

Oct 2013

Eloqua + SRM Integrated

Oct. 2013

March 2013

Acquisition of Eloqua

Dec 2012 Acquisition of Compendium

Dec 2013

Acquisition of Responsys

Eloqua Supports Digital Advertising

Oct. 2013

Eloqua SMS Twilio SMS App

Launched

Aug 2013

Sales Cloud and Eloqua Integration

Sept 2012

SM Shop Integrated with ATG catalog Feb 2013

Commerce

Mobile

Social

Email Advertising

Sales

Service

Loyalty

Audience

Acquisition

March 2014

Acquisition of BlueKai

Oracle Marketing Cloud

Retail Travel High Tech Life Sciences Manufacturing Financial Services / Insurance

Entertainment Not-for-profit Communications

Service! CRM! Loyalty! Commerce! Web / CMS! Data!

MARKETING CHANNELS

ORACLE MARKETING CLOUD PRODUCTS

ORACLE CX PRODUCTS

OFFLINE WEB SMS ADVERTISING SOCIAL EMAIL DIRECT SALES TELE-SALES

SOCIAL MARKETING CONTENT MARKETING

B2B MARKETING AUTOMATION

B2C MULTI CHANNEL

CAMPAIGN MANAGEMENT

Marketing Ecosystem

DEMAND MARKETER

PR/AR MARKETER

WEB MARKETER

SOCIAL & CONTENT MARKETER

EVENTS MARKETER

FIELD /PARTNER MARKETER

PRODUCT MARKETER

BRAND MARKETER

CMO

People, Process, Change

•  Education & Training •  Process and Change management •  Advisory, Expertise •  Analytics, Decisioning •  Technical / Integration enablement •  Services, Customer Success •  Support

A Few Cool Things Already

B2B Email Landing Pages

B2C Email

Sales Rep

Website Shopping Cart

MA 1.0:

Marketing Automation 2.0:

Email Landing Pages Mobile Web Social Direct Display Ads Mail Search Phone

Advertiser Marketer

Advertising vs. Marketing 1.0

Mobile

Social Display Ads

Search

Advertiser Marketer

Advertising vs. Marketing 2.0

Mobile

Social Display Ads

Search

Content Marketing Content Management

Created by agencies

Created by everyone What is it?

ECMS / WCM Everywhere Where’s it sit?

Not scored, manual Scored in the UCP How smart is it?

Awareness with minimal impact

Improves CX and drives revenue!

What’s its impact?

Content = Data!

Thank You!