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