17 Dec 2014
Responsive design. You’ve heard the term, right? You’re a marketing genius and totally in the know, so you’ve probably also heard terms like “mobile-friendly”, “mobile-optimized” or “scalable.” But what are we really talking about here?
The concept of optimizing layouts for both desktop and mobile has been around in the web world for years. Now it has crept into the realm of email marketing and is taking off in a big way. So what is responsive design, and should you consider it for your next email campaign?
Remember when email subscription management was easy? Back in the “good old days” someone was either in or out, subscribed or unsubscribed, opted-in or opted-out. It was black and white. Plus, we were able to more easily manage our database’s preferences in our one marketing tool.
When did so many shades of grey get added to the considerations for managing subscriptions? What changed? A lot!
The world of data analytics is becoming enchantingly visual. As the analytics world becomes more in tune with its stakeholders, the realization that humans are optical learners enhances the need for better visual analytics. Our brains are programed to respond to visual perception. Understanding information visually is crucial for the proper processing of complex representations, such as numerical information. Andy Kirk, author of Data Visualization: A Successful Design Process, defines visual analytics as “The representation of data that exploits our visual perception abilities in order to amplify cognition.”
04 Dec 2014
Have you been accused of drinking the Oracle Eloqua kool-aid? No judgement here! You are amongst friends at Relationship One. Our team of consultants joke about the geek-out moments we have when we implement a complex solution or receive a ‘like’ to a posting on Topliners.
When does one’s immense adoration for the platform reach an unhealthy level? My personal response is never. But, here are a handful of indicators that, if met, may mean you’ve landed way over the line of the average Eloqua user.
The Twin Cities Oracle Marketing Cloud users are dedicated! Yet again, and despite the short holiday week, we had a packed room of locals in attendance ready to share, learn and discuss all things marketing automation.
The agenda for November included:
- an overview of email subscription management with a focus on custom options for Eloqua
- an explanation and demonstration of the Custom Object Record Selector app available in the Relationship One AppCloud
- a facilitated discussion around considerations for training new Eloqua users and evangelizing Eloqua within your company
1) Working with the Oracle Eloqua platform allows for unrivaled flexibility. You can make Eloqua do things that no other marketing automation is capable of. This is great because it allows organizations to really use the platform as the central hub for all marketing activities.
2) I work with a diverse group of clients that cut across industries, product lines, and business practices. This means I get to hear from a lot of really smart marketers on any given day.
One of the things I’ve been hearing a lot as I talk with our clients is the desire to be multi-channel or omni-channel. Savvy marketers have realized that, while elaborate email campaigns are great, there’s more that can be done. How much more effective would your marketing efforts be if you were able to reach people through different mediums and throughout different points of their day? Wouldn’t that improve your chances of closing a deal? Fortunately, Oracle Eloqua can handle so much more than just emailing marketing. It supports integrations with third party applications, with ease.
“Marketing Measurement is the 1 percent of effort that is the 99 percent of value for justifying spending in the future.”
- Mark Jeffery, Kellogg School of Management
For the average modern marketer, there are a million things you could be spending your time on. One day, it’s developing a nurturing campaign and the next it’s updating the website with the latest product changes. With all the demands on our time, we need to make sure we’re focusing our efforts on the things that really matter to business growth. At the end of the day, your boss’s boss doesn’t care that you wrote a killer subject line that bumped open rates by 20%. He/she wants to know how well the business is doing, and it’s your job to provide this information.
04 Nov 2014
Mark replied, “No.”
“What about database structures, data architecture, or scripting like SQL?”
“No, they don’t learn any of that either.”
“What about design tools like the Adobe Creative Suite?”
Mark thought for a second. “No, I don’t believe that’s required in any classes I can think of.”
“Marketing automation, CRM, BI tools?” I asked.
“Nope, not those either,” he responded.
The conversation continued along this path for several more minutes. I was amazed. I wondered how anyone coming out of college gets a job in marketing. I know if I graduated in 2014, I would be up a creek without a paddle!
Mike Bernard, Relationship One’s Oracle Marketing Cloud Practice Director, covered the Fall Release in detail. If you haven’t had a chance to review the Fall Release, check out a summary here: Fall Eloqua Release – Little things make a BIG impact.
Desiree Quinn from Ameripride teamed up with Relationship One’s consultant Teshon Dyer to present Ameripride’s CASL opt-in campaign. The campaign was executed through Eloqua and involved a custom solution for the fulfillment of a download offer. This presentation offered great inspiration and insightful learnings for the marketers in the room.