Oracle announced the launch of the Oracle Marketing Cloud, which combines technology from a number of the company’s acquisitions, including Eloqua,Compendium, Responsys, and BlueKai. Marketing Cloud will allow customers to run marketing campaigns (and manage data related to those campaigns) on web, social, mobile, and email. It also integrates with Oracle’s existing Social Cloud , and includes tools for content marketing.
Salesforce launched its marketing cloud in November 2013 and Adobe gave light to a similar marketing cloud strategy in May 2014. One of the reasons these companies are moving to the CMO is that the market for enterprise applications is dominated by a handful of heavyweight contenders including SAP, Oracle, and IBM. All three of these firms are interested in leveraging their longstanding CIO/CTO relationships to connect with the CMO and become the enterprise system of record.
According to President Mark Hurd, the marketing cloud gives Oracle an application to sell in to a new audience: the marketing department. The Marketing Cloud business is worth “hundreds of millions of dollars” modeled as annual recurring revenue and selling in to complement financials, operations, and other systems would be a strong source of revenue growth for the company.
Oracle openly acknowledges there’s additional work to be completed in building out the Marketing Cloud solution. Although AppCloud offers connections to a wide variety of point solutions, Oracle still needs a tightly integrated solution to deliver on the need for marketing metrics tied to business objectives. And not just social media measurement or web analytics — marketers need customer-focused omnichannel metrics with proper attribution to understand campaign performance.