Eloqua Introduces AdFocus to Manage Display Ad Targeting

This morning, Eloqua announced AdFocus — a tool that allows marketers to manage their display ad targeting within Eloqua's marketing automation system. The release of AdFocus gives marketers a way to monitor and manage their paid marketing alongside other marketing efforts such as email and affiliate marketing.

The ability to monitor display ad targeting within Eloqua's marketing automation system is useful since display ads are a growing area of focus for business-to-business (B2B) companies. According to a recent Forrester report, this paid media is expected to make up 36 percent of all interactive media purchases by 2016.

As the focus on display ads grows, it will be important to narrowly target personalized display ad content to a niche target audience. And the using the data kept in a marketing automation system to personalize ads can help marketers pinpoint their target audience.

AdFocus Helps Create More Personalized Display Ads

Most display ads fail to reach their intended audience. A recent study by DemandBase, a personalization and targeting platform, estimates that 67 percent of all display ads are seen by the wrong audience. AdFocus is designed to help marketers reach their audience more effectively by using prospect data, such as their current lead score, already stored in the marketing automation system. Eloqua's AdFocus can use this information to serve up a personalized ad for the intended audience via DemandBase.

For instance, AdFocus allows marketers to display certain ads solely to prospects that are in the lead nurturing phase. For these individuals, marketers can display an ad with a call to action that is educational in nature and send them to an informational page rather than a sales page. Meanwhile, marketers can target existing customers with ads with an upsell offer rather than asking them to purchase a product they already own.

Screenshot of Eloqua AdFocus display ad rules.

AdFocus also allows marketers to directly display personal information about prospects (e.g. the Account Manager that operates their account) directly within an ad. This kind of individualized approach to display ad targeting provides a more direct approach to speaking to any prospect which, Eloqua believes, improves the success of lead generation efforts.

A final feature of AdFocus is that it allows marketers to automate their display ad targeting efforts. Traditionally, marketers have to go out and research websites and industry publications they'd like to use for their display ad targeting and then manually target those publications. DemandBase can automate this process by analyzing and selecting which websites and publications are the best fit for the prospect profile marketer wants to target. After that, marketers can use AdFocus to immediately start displaying ads based on the defined rules for the ad.

AdFocus Helps Compare Marketing Efforts in a Single System

By logging all of this information in a single system, marketers will be able to compare and contrast the return on investment of their marketing efforts side-by-side. With comparisons of earned, owned and paid marketing efforts in a single system, marketers can get a better grasp on what works for them and how their earned and owned efforts can work in conjunction with paid marketing efforts like display ads.

 

 

Source : cmswire[dot]com

Eloqua Partners with Brainshark to Offer Videos in Marketing Campaigns

Brainshark aims to improve how Eloqua customers use videos as a marketing tool, by improving their overall consumer appeal.

Video Marketing is Popular

Brainshark, is a cloud-based video marketing tool that provides users with the ability to share, track and improve their video marketing campaigns.

In a statement, Chief Marketing Officer of Brainshark, Andy Zimmerman explained that it's becoming harder for marketers to promote products. They not only have to present themselves in unique fashion, but create content quickly that's readily available for not only PCs, but mobile and tablet devices. With the addition of Brainshark Presentations into the Eloqua AppCloud, Eloqua users can use these video enhancement tools to improve on their consumer relationships and subsequently, their overall company sales and consumer reach.

Some of the features include:

• Video content from Brainshark can be used with campaigns and landing pages created through Eloqua.
• Users are able to track their video content and see who’s viewing it and what their reactions are.
• Video can not only be created in Brainshark, but based on consumer feedback, Eloqua users can easily update and re-purpose the content.
• Eloqua can use Brainshark’s in-depth analytics tool to have a broader sense where their marketing focus should be.

A Year of Changes for Eloqua

Eloqua , which recently became a publicly traded company, introduced a an automated marketing tool last month. The tool, called Eloqua Asset Management, is compatible with the Eloqua AppCloud and focuses on enabling managers and marketers to make their marketing automation solutions relevant to specific markets.

This new partnership with BrainShark isn't the only partnership venture for Eloqua, In July they integrated with salesforce.com’s Chatter. Eloqua users, whether or not members of salesforce.com, are able to use this feature without leaving the Eloqua platform. This new partnership between the two companies will give marketers the chance to develop more skills for communication and collaboration with their colleagues.

 

 

Source : cmswire[dot]com