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Leveraging a Content Hub to Power Digital Marketing Channels

Explore the market opportunity of leveraging a content hub to power digital marketing channels, including new device types, and deliver contextually relevant content to customers. Overcome challenges with centralized content management and transition from silos to a single source of content truth.

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Leveraging a Content Hub to Power Digital Marketing Channels

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  1. Leveraging a Content Hub to Power Digital Marketing Channels Mariam Tariq Sr. Director Product Management, Oracle April 12, 2018 Confidential – Oracle Internal/Restricted/Highly Restricted

  2. Confidential – Oracle Internal/Restricted/Highly Restricted

  3. Market Opportunity and Needs Confidential – Oracle Internal/Restricted/Highly Restricted

  4. New Opportunities to Extend Engagement – Not only about the web! • Wave of new device types to engage customers • Signage, AR, IOT voice and video devices • Deliver the most contextually relevant content to customers

  5. Content Management is Complex CHANNELS SOURCES MANAGEMENT DIGITAL ASSETS VIDEOS CREATE WEB, MOBILE, SOCIAL COLLABORATE TEXT COMPOSITES Product Data Documents ARTICLES WORKFLOW USERS ROLES VERSIONING SHARING DIGITAL DISPLAYS USER GENERATED BOTS PUBLISHING IOT, AR, VR METADATA CAMPAIGNS URLS APPLICATIONS CONTEXT SPECIFIC STRUCTURED CONTENT ERP, EPM, SUPPLY CHAIN, HCM, CUSTOMER EXPERIENCE, MARKETING, SALES, COMMERCE, SERVICE LOCATION, DEVICE, USER TAXONOMY MANAGEMENT CUSTOMER SPECIFIC DIGITAL ASSETMANAGEMENT

  6. Pain: No single source of truth for content Web Chatbot eMail Mobile apps Social Cloud share (Box, Dropbox) Email attachment copied to local drive Web Content Management Campaign Management System (internal content store) Digital Asset Management Bots Developer Social Marketer Website manager Email Marketer Mobile App Developer Confidential – Oracle Internal/Restricted/Highly Restricted

  7. Challenges with Non-Centralized Content POOR COLLABORATION • Time Consuming Back and Forth for Content Authoring, Review and Approval TIGHTLY COUPLED AND CHANNEL SPECIFIC • Difficult to Deliver Content to New Channels, Leverage New Technologies CONTENT AND EXPERIENCE SILOS • Limited Content Reuse, Inconsistent Customer Experiences

  8. Limited Options for Multichannel Content Management Web Content Management • Optimized for websites not multiple channels Digital Asset Management • Does not cover structured content SaaS Content API vendors • No tools to build experiences; only APIs to build yourself

  9. From Silos to One Source of Content Truth Web Chatbot eMail Mobile apps Social Digital Asset Management Email attachment copied to local drive Web Content Management Campaign Management System (internal content store) Digital Asset Management Oracle Content & Experience Bots Developer Social Marketer Website manager Email Marketer Mobile App Developer Confidential – Oracle Internal/Restricted/Highly Restricted

  10. Content Hub for Customer Experience Sales Cloud Service Cloud Custom Apps Commerce Eloqua, Resposys Oracle Content & Experience Cloud Social Relationship Mgt (SRM) Everything else! Confidential – Oracle Internal/Restricted/Highly Restricted

  11. Example Content Management & Delivery to Multiple Channels Confidential – Oracle Internal/Restricted/Highly Restricted

  12. Demo scenario • Centrally manage and deliver the same offer to multiple channels “Buy One Get One Free” Oracle Content & Experience Buy One Get One Free Offer Confidential – Oracle Internal/Restricted/Highly Restricted

  13. Demo   "id": "Promo_core_a63e3588-7784-4111-a39c-8ca0fcee85d5",   "type": "Promo",   "name": "Half price snacks",   "description": "Any bakery item half price!",     }, Echo Content Item Offer: JSON Content Service Offer: Image, Text, Mobile App Website HTML Layout: Summary <HTML> HTML Layout: Detail <HTML> Confidential – Oracle Internal/Restricted/Highly Restricted

  14. Takeaways Extend engagement to new channels One Content Hub of All Your Digital Channels Repurpose existingcontent

  15. Confidential – Oracle Internal/Restricted/Highly Restricted

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