Oracle Updates Marketing Cloud; Adds LinkedIn Support to Social Cloud

A couple of announcements out of Oracle today focused on its Marketing Cloud and Social Cloud, much of which demonstrates that Oracle is on track with the latest functionality talked about in digital marketing circles.

Oracle Marketing Cloud Enhancements

There are a few enhancements to outline for the marketing cloud which Oracle has nicely broken down into three categories:

In the Messaging, Mobile and Content category:

• You can now use Oracle BlueKai data management platform to build models (marketing profiles) based on existing top customers. Oracle refers to these as “look alike models” and they will help you identify other customers who are top performing (or could be).
• Send personalized push notifications to mobile devices with the help of Oracle Responsys Marketing Cloud Platform Services. These notifications can be set up as standalone or integrated into bigger CXM initiatives.
• With Oracle Eloqua Marketing Cloud build new personas and activates them as segments enabling you to perform persona-driven messaging.

In the Content Creation Tools category:

• UI enhancements in Responsys make it easier to build consistent experiences across channels.
• A new Oracle Marketing Calendar lets you see all your campaigns, programs and content in a single view.
• Improvements to both Responsys and Eloqua email message designers give you more options for creating your emails.

In the Data Management, Automation and Marketing Processes category:

•  Create more precise workflows with new granular rules in Oracle Content Marketing. As content creation and approval roles increase and spread to larger groups, these rules should help a lot.
• A new Eloqua marketing operations center allows teams to manage operations from a central location and perform maintenance tasks more easily.
• The Responsys APIs now support automated SMS messaging.

A lot of enhancements to look at, much of which is designed to help you centralized marketing activities, and take advantage of all that data you collect on your customers to find the customers with the greatest opportunities for your marketing activities.

Oracle Social Cloud

Every social media management platform works with Twitter and Facebook, even Google+, but now we are finally seeing more integration with LinkedIn and even other social media platforms like Pinterest, Tumblr and so on. Today, Oracle announced that its Social Relationship Management Platform (SRM) now supports integration with LinkedIn.

This is full integration, seeing Oracle as part of the LinkedIn Certified Company Page Partners Program. Within SRM, you can now publish content to company pages, including managing draft and scheduling posts to both company pages and Showcase pages. You can also target updates by geography, language preference, company size, job function, industry, and seniority. You can engage LinkedIn members by responding to comments and likes.

Through SRM you can also manage the management of Company and Showcase pages, organizing them into bundles and setting permissions to manage those pages. Analytics are also available in SRM for LinkedIn so you can track how your social profiles are performing.

Finally, this integration gives you access to proprietary features in SRM for LinkedIn including Dynamic Link Tracking and Smart Publishing.

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