A Marketer's Guide to Oracle Responsys

You need to have a clear and documented digital marketing strategy which falls within your marketing needs.

Introduction

Business is a competitive and exciting venture. What makes any business successful is the passion and determination of an individual or company to deliver the highest quality products or services which will ultimately result in customer satisfaction. So the major element that separates a successful and unsuccessful business is the satisfaction of its customers. Every successful business regards their customers as the key to their success. They give high priority to customer demands & opinions and highly value their satisfaction. Therefore, they keep their communication channels open to engage with their existing and prospective customers.

With the advent of the internet, communicating and engaging with customers became easier than before. Communicating via email became easy as well as an effective medium to engage with the customers. However in the current scenario email is not the only option to reach out to your valuable and prospective customers. The arrival of social media, mobile apps and other such features has broadened the horizon of digital marketing. However, the availability of greater possibilities has increased its complexity as well. As the complexity of reaching out to customers across a wide range of digital options is increasing, brands are investing on technology that will take the guesswork and efforts off their hands by automating their marketing across different channels, engaging customers on social networks and using analytics to be more efficient in their targeting. This task is accomplished through digital cloud marketing.

The marketing cloud is revolutionizing customer engagement by allowing marketers to deliver highly relevant and engaging content across all channels tied to robust analytics. The marketing cloud is the fastest changing area in digital marketing and one of the biggest challenges for enterprise organizations. However, the nuances and complexities in digital cloud marketing can be cracked by availing the services of a cloud marketing solutions provider. The first step of digital cloud marketing is to choose the right marketing automation platform. Here are the checklists for choosing the right cloud marketing platform.

6 steps to choosing your Marketing Automation Software

Create a documented digital marketing strategy

You need to have a clear and documented digital marketing strategy which falls within your marketing needs. This is very essential as it will provide a clear picture of who your ideal customers and prospects are. Then you can decide how you will reach and interact with these prospects and clients digitally. This is the first step you should take before buying any form of marketing automation software.

Implement a consistent content strategy

Content is extremely important in the arena of digital marketing. Before you purchase the marketing automation tool, start processing the content that your prospects will need at each stage of their buying. Have a clear idea of what content and digital tools they need at each stage of their buying to advance a step closer to a decision or purchase. Once you have this content, you will have a clear idea on the types and quantity of content you will be working with. You will also have a key data point to use when looking at the capabilities of a marketing automation platform.

Level of automation

Content is extremely important in the arena of digital marketing. Before you purchase the marketing automation tool, start processing the content that your prospects will need at each stage of their buying. Have a clear idea of what content and digital tools they need at each stage of their buying to advance a step closer to a decision or purchase. Once you have this content, you will have a clear idea on the types and quantity of content you will be working with. You will also have a key data point to use when looking at the capabilities of a marketing automation platform.

Understand your lead numbers

You should have a clear understanding of the marketing needs that needs to be generated and the quality of the leads. This includes the sales target of the company, the number of leads required to generate the right number of opportunities and the number of contacts, opt-ins and conversions that will equate to. Using content and manual digital marketing tests, you can compare and set benchmarks.

The channels of communication

Today, there are a wide range of communications channels to interact with your prospects. So you should figure out the channels that you are going to be accessing for your marketing. Know the channels that where your ideal audience is and how you're going to communicate to them. Then you will have a framework to compare against potential marketing automation applications.

Set a budget

What's your overall marketing budget – what's your monthly spend and know how you are roughly going to divide that up. Using your lead numbers- raw contacts, opt in's, conversions and the number of leads and the average cost of each. Then figure out your run rate using this formula and know the value of a customer and an acceptable target cost of acquisition. Knowing this will then allow you to set an overall marketing budget. Once you have this number you can benchmark that percentage of the budget to allocate for the marketing automation software. A good 10-30% of your monthly budget should be allocated for the marketing automation software.

You might have your marketing strategy in place – but is your marketing platform ready for it?

You might have your marketing strategy in place – but is your marketing platform ready for it?

Ideal Marketing Automation software components

Multichannel marketing automation

For publishing and promoting content that helps marketers engage and measure customers across different channels.

Content Management Tools

To create and manage the content and engagement tools that can be deployed across different channels.

Social media tools

For listening and engaging with customers through various social media networks and responding with custom content or social media advertising

Analytics platform

To create profiles of consumers based on their online behavior and evaluate which marketing campaigns are working and which aren't.

Among all the marketing cloud platforms available in the market, the prominent one is Oracle Responsys - specifically suitable for B2C marketing.

 

Oracle Responsys

Founded in 1998 and recently acquired by Oracle, Responsys is a dominant provider of email and cross-channel marketing solutions, which will enable organizations to engage in relationship marketing across all the interactive channels that the customers are using today, which includes email, mobile, social, display etc. Using Responsys, companies can create, execute and automate highly dynamic campaigns and long term marketing programs that can result in revenue growth, increase in marketing efficiency and also strengthen customer loyalty.

The Responsys Interact Marketing Cloud offers marketers with the leading self-service functionality and a most comprehensive features set. It uses an open data model with a relational database, enabling marketers to store details of the customer's transactions and also to target them with messages relating to individual past purchases. The interactive suite is email centric but also extends across other major channels including social, mobile, web etc, to offer a unified solution. This in turn enables the marketers to coordinate automated campaigns across multiple channels easily and effectively. Its common data model ensures that every campaign can take full account of all the knowledge that is available about every customer.

The social capabilities of Responsys include a campaign management tool which enables the design, scheduling and automation of social campaigns through a calendar. This in turn allows the marketers to synchronize their social campaign schedule with their email program. User attributes can also be populated with feedback from campaigns, capturing information about which user liked and shared the campaigns they received. Support for Twitter Lead Generation Cards is also in place, enabling additional data to be captured using the channel.

The mobile offerings of Responsys are also good. It offers support for personalized outbound and inbound SMS messages which can be used for long term campaigns if required. It also helps in creating mobile templates and support mobile display advertising.

Another noteworthy feature of Responsys is the Responsys Distributed Marketing. It is an optional feature that allows the central marketing departments to maintain greater control over messages that are sent out by regional teams. Templates, containing approved branding, and data selection can be managed centrally allowing regional teams to update messages with local content.

Another significant area of strength for Responsys is the ability to create custom reports. Using which reports can be easily compiled using a drag and drop interface which supports pivots. These may either be stored in a shared folder for users from across the organization or kept in private. Such reports can feature data from across multiple channels, providing a holistic view of each customer's engagement. Performance reports provide a good visual overview and enable marketers to apply what-if scenarios to their data.

Similarly, the Filter Designs are easy to use and comes with a drag and drop interface by which the marketers can target their campaign using profile data such as behavioral attributes, which can be obtained from any channel where the users are active. Segment groups can also be used to report on the performance of campaigns.

Lastly the Responsys email message designer is another significant feature by which marketers can assign areas of dynamic content to their email easily, just with a few mouse clicks. They can then assign dynamic content rules in the workspace provided, enabling them to compare different rules that are used on email before previewing different variations of the content, as they would be seen by each recipient on their proof list.

 

Benefits of Oracle Responsys

Responsys is the leading provider of enterprise-scale cloud-based B2C marketing software to manage and orchestrate interactions with consumers across email, mobile, social, display and the web, driving more revenue and customer experience at every interaction. The benefits of using Responsys, for any company or corporation are multifold.

  • Target audience with highly personalized experience, thereby driving more leads to sales and deliver the highest ROI.
  • Deliver Integrated and highly personalized customer experience.
  • Calculate the ROI over all your different investments. This gives you the clear idea of your market and makes you confident in implementing new customer initiatives.
  • Coordinate and derive value from multiple data sources.
  • Reach out not just to your targeted customers, but also to potential customers.
  • Have visibility and insight into critical metrics.
  • Create marketing simplicity by pulling together the data, the applications and the teams that manage them under one holistic umbrella.
  • Understand your customers and prospects in an organized way to orchestrate your experience to different applications that you use for marketing execution.
  • Reach out to unknown buyers who are the best fit for your product or service and achieve superior audience management, at the same time expanding the customer and prospect universe.
  • Drive true marketing innovation and put your organization in the driver seat to pull in more revenue, better customer engagement and allow the buyers - both known and unknown to buy from you irrespective of the channel and insulated from the complex marketing landscape.

Overall, using Responsys you can connect with customers and prospects in the right way, at the right time, with the right message regardless of the channel, thereby driving more revenue, reduced lost time and redundant work among your team and revolutionize the future. However, Responsys is not a low cost email provider and the sophistication of this technology will inevitably take longer for marketers to learn and use. So the obvious decision is to handle over the task to any reputed Oracle Responsys Solutions provider company. They will offer you a variety of implementation packages to help you get set and start quickly. From campaign creatives to personalization they can help make your campaigns look good and perform better. With constant monitoring they make sure that the campaigns perform well around the clock and address issues inhibiting deliverability. With proactive recommendations, right data models and series of warm up campaigns they ensure that your platform is safe to power your marketing programs.

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