01. Vik Kathuria, Global Agency Partnerships, OMB, Oracle Visits #theCUBE!. (00:20)
02. What Is The State Of The Union On Agency. (00:36)
03. CMO's Dont Want To Be IT How Do Help Them. (02:07)
04. Are Chief Digital Officer's Bridging The Gap. (03:21)
05. Is The Marketing Trend To Deliver Real Time. (04:27)
06. How Is Software Helping To Bring The Eco System Together. (06:27)
07. Is A CMO Using Oracle Marketing Cloud To Manage My Agency. (08:47)
08. Do You Expect Agencies To Embrace The Marketing Cloud. (09:16)
09. What Are The Agencies Doing To Increase Their Billing. (10:24)
10. How Would You Rate The Agencies. (12:03)
11. As A Chief Digital Officer What Would Your Vision Be. (12:56)
12. Is Systems Of Engagement Coming Onto The Scene Is This Happening In New York. (14:37)
Track List created with http://www.vinjavideo.com.
--- ---
Traditional media planning is dead | #MME16
by Teryn O'Brien | Apr 27, 2016
The marketing agency world is under turmoil because they’ve always been the steward for brands to bring high-value messaging to customers. With Cloud technology and increased online channels changing everything, it’s a challenging time to navigate.
Vik Kathuria, global head of Strategic Agency Partnerships at Oracle Marketing Cloud, spoke with John Furrier (@furrier) and Peter Burris (@plburris), cohosts of theCUBE, from the SiliconANGLE Media team, during the Oracle Modern Marketing Experience 2016 in Las Vegas.
Marketing in real-time
“Gone are the days of traditional media planning,” said Kathuria. “Forget it.” The marketing trend is that more and more users are engaging in mobile, and spot campaigns help marketers take a quick approach in the moment using real-time strategies and data instead of planning out campaigns months in advance. “It’s about hyper relevant, hyper-personalized messages,” said Kathuria. “The right message at the right time.”
According to Kathuria, marketers can’t silo data and will need to integrate all channels, and Oracle’s Marketing Cloud is a tool to help do this. They also need to be able to assess the ROI on campaigns, and Oracle’s software will help companies to figure out what is truly adding value.
Developing an identity graph
Because of the “mass explosion of channels” online, companies must develop an “identity graph,” advised Kathuria. “It is so hard to develop the right, relevant identity for you or me. How do we do that?” he said. “So really focusing on developing the identity graph, understanding who the consumer is. Because at the end of the day, if you’re not doing that, you’re in big trouble.”
Agencies see Oracle as a kindred spirit in helping them achieve success in the increasingly complex world of marketing. “It’s a partnership which is very harmonious,” said Kathuria.
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Community Invitation
Vik Kathuria, Global Agency Partnerships - Oracle Modern Marketing - #mme16 - #theCUBE
01. Vik Kathuria, Global Agency Partnerships, OMB, Oracle Visits #theCUBE!. (00:20)
02. What Is The State Of The Union On Agency. (00:36)
03. CMO's Dont Want To Be IT How Do Help Them. (02:07)
04. Are Chief Digital Officer's Bridging The Gap. (03:21)
05. Is The Marketing Trend To Deliver Real Time. (04:27)
06. How Is Software Helping To Bring The Eco System Together. (06:27)
07. Is A CMO Using Oracle Marketing Cloud To Manage My Agency. (08:47)
08. Do You Expect Agencies To Embrace The Marketing Cloud. (09:16)
09. What Are The Agencies Doing To Increase Their Billing. (10:24)
10. How Would You Rate The Agencies. (12:03)
11. As A Chief Digital Officer What Would Your Vision Be. (12:56)
12. Is Systems Of Engagement Coming Onto The Scene Is This Happening In New York. (14:37)
Track List created with http://www.vinjavideo.com.
--- ---
Traditional media planning is dead | #MME16
by Teryn O'Brien | Apr 27, 2016
The marketing agency world is under turmoil because they’ve always been the steward for brands to bring high-value messaging to customers. With Cloud technology and increased online channels changing everything, it’s a challenging time to navigate.
Vik Kathuria, global head of Strategic Agency Partnerships at Oracle Marketing Cloud, spoke with John Furrier (@furrier) and Peter Burris (@plburris), cohosts of theCUBE, from the SiliconANGLE Media team, during the Oracle Modern Marketing Experience 2016 in Las Vegas.
Marketing in real-time
“Gone are the days of traditional media planning,” said Kathuria. “Forget it.” The marketing trend is that more and more users are engaging in mobile, and spot campaigns help marketers take a quick approach in the moment using real-time strategies and data instead of planning out campaigns months in advance. “It’s about hyper relevant, hyper-personalized messages,” said Kathuria. “The right message at the right time.”
According to Kathuria, marketers can’t silo data and will need to integrate all channels, and Oracle’s Marketing Cloud is a tool to help do this. They also need to be able to assess the ROI on campaigns, and Oracle’s software will help companies to figure out what is truly adding value.
Developing an identity graph
Because of the “mass explosion of channels” online, companies must develop an “identity graph,” advised Kathuria. “It is so hard to develop the right, relevant identity for you or me. How do we do that?” he said. “So really focusing on developing the identity graph, understanding who the consumer is. Because at the end of the day, if you’re not doing that, you’re in big trouble.”
Agencies see Oracle as a kindred spirit in helping them achieve success in the increasingly complex world of marketing. “It’s a partnership which is very harmonious,” said Kathuria.
