CMOs Now See Value In Building Brands

Contemporary marketing is getting redefined by the use of technology. From acquiring customers to giving them an unforgettable experience, technology has become a game changer and an enabler for ensuring better business practices. WILL GRIFFITH, regional vice-president of sales at Oracle Marketing Cloud APAC, tells RUHAIL AMIN about Oracle’s path breaking marketing solutions that are helping brands establish a lasting connect with their customers

- Ruhail Amin

How is Oracle helping companies leverage technology for better customer experience?  

There has been a lot of talk about digital disruption leading to better customer experience. A lot of work that we are doing with CMOs is contributing towards marketing and driving the transformation. When you first become a customer of a brand, you are likely to engage with marketing. Maybe you saw an advert — offline or online. If it’s an e-commerce proposition, may be the user went to the website or heard about the cool app and downloaded it. In all these cases, marketing immediately takes the front seat, defining what the experience will be like.

For many customers, the first visit might be interesting, but they may not be ready to commit. Good marketers are then back talking to them in an appropriate and timely way and telling them to come back and have a second look. So marketing in such situations forms the second stage of experience too. Marketing is there again when customers want some more experience of the brand. So it’s really important that those marketers are given the right technology to be as relevant to such engagements as possible.

Can you tell us about some new technologies that marketers need to adopt for effective customer acquisition?