NEWS
NEWS
NEWS
Traditional media planning is dead | #MME16
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.
Watch the full video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Oracle Modern Marketing Experience. And make sure to weigh in during theCUBE’s live coverage at the event by joining in on CrowdChat.
Photo by SiliconANGLE
A message from John Furrier, co-founder of SiliconANGLE:
Support our mission to keep content open and free by engaging with theCUBE community. Join theCUBE’s Alumni Trust Network, where technology leaders connect, share intelligence and create opportunities.
- 15M+ viewers of theCUBE videos, powering conversations across AI, cloud, cybersecurity and more
- 11.4k+ theCUBE alumni — Connect with more than 11,400 tech and business leaders shaping the future through a unique trusted-based network.
About SiliconANGLE Media
SiliconANGLE Media is a recognized leader in digital media innovation, uniting breakthrough technology, strategic insights and real-time audience engagement. As the parent company of SiliconANGLE, theCUBE Network, theCUBE Research, CUBE365, theCUBE AI and theCUBE SuperStudios — with flagship locations in Silicon Valley and the New York Stock Exchange — SiliconANGLE Media operates at the intersection of media, technology and AI.
Founded by tech visionaries John Furrier and Dave Vellante, SiliconANGLE Media has built a dynamic ecosystem of industry-leading digital media brands that reach 15+ million elite tech professionals. Our new proprietary theCUBE AI Video Cloud is breaking ground in audience interaction, leveraging theCUBEai.com neural network to help technology companies make data-driven decisions and stay at the forefront of industry conversations.
