* This article is sponsored by and produced in association with Oracle to promote the Oracle Marketing Cloud white paper ‘Modern Marketing Essentials Guide: Data Management’, which can be downloaded free.
When you understand who your audiences are, you can strategically orchestrate and track the activities that will be most meaningful and relevant to the right targets. Here are five examples of multi-channel marketing action.
1. Leverage offline data for online advertising
CRM data is often overlooked when running digital marketing campaigns, but it could be one secret component to boosting effectiveness. The data in a CRM system pertaining to offline behaviour can, in some cases, be used to target anonymous audiences online. Providing technology that can manage data and orchestrate marketing campaigns is in place, online display, video, search and social advertising campaigns can all draw on information from a business’ CRM, not just online behavioural data.
