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Eloqua Provides Marketers with Display Advertising Capabilities within Eloqua Platform
By: Business Wire
Nov. 7, 2012 08:15 AM
Eloqua (NASDAQ: ELOQ), the marketing system of record for modern marketers, today announced Eloqua AdFocus, which for the first time allows marketers to manage targeted, personalized display ads from the Eloqua platform. The addition of Eloqua AdFocus means Eloqua is now the only marketing automation provider giving marketers the ability to manage owned, earned, and paid media in a single packaged application. With Eloqua AdFocus, marketers can create multi-channel campaigns incorporating email, web, social, and now display advertising in one automated process. Eloqua AdFocus was revealed during Eloqua Experience, Eloqua’s annual user conference.
According to an October, 2012 Forrester Research, Inc. report “Best Practices For Display Marketing” by Joanna O’Connell, “As dollars shift from search and other channels, display is poised to command 36% of all interactive spend by 2016.” A typical B2B buyer interacts with and is influenced by several marketing channels which is why marketers are increasing spend across digital channels like interactive display advertising. Eloqua users can easily integrate display ads right from the Eloqua Campaign Canvas and are able to track paid channels along with owned and earned.
Display advertising is dramatically more effective when it's highly targeted and personalized for the right audience. Demandbase, a personalization and targeting platform for marketers, recently found that 67% of all display ads are, however, served to unintended targets. The Forrester Research, Inc. report “Best Practices For Display Marketing” goes on to say “it’s no longer about the media you buy; it’s about the audience with which you’re communicating.” Eloqua AdFocus enhances lead nurturing by serving up dynamic, personalized content through display ads. Marketers can create specific ad copy and then map it to the buyer’s journey – ensuring creative content is targeted and aligned with a prospect’s nurture stage, speaking directly to the buyer. By intelligently mapping display ads to the buyer’s digital body language, ads become more relevant and timely.
“Display advertising is an important channel for DocuSign and our marketing team is working closely with Eloqua’s AdFocus and Demandbase to improve the way we reach key accounts through display ads,” said Meagen Eisenberg, Vice President of Demand Generation, DocuSign. “Combining truly targeted paid media together with our other marketing activities provides us with a deeper view into our potential buyer.”
“Eloqua and Bizo have been partners of ours for some time and we’re excited about the direction Eloqua and Bizo are taking,” said Andy Ramirez, VP Digital Product Management of Vistage. “Delivering personalized display ads will drive more leads into our funnel and synchronizing the messages they receive across email and display ads will increase the effectiveness of our nurturing programs and the rate at which prospects move through our funnel.”
“Today's modern marketers face the ongoing challenge of interacting with buyers using multi-touch, multi-channel campaigns,” said Steve Woods, CTO, Eloqua. “Eloqua AdFocus is a crucial next step for the industry, creating a cohesive way to add the paid media channel, all in a single platform. Marketers can now more effectively manage the paid channel within their marketing mix.”
Eloqua AdFocus leverages partner relationships with Demandbase for targeting display ads to individual accounts and with Bizo to target individual leads or prospects. Attendees at Eloqua Experience can catch a demo of Eloqua AdFocus at Eloqua’s Innovation Station. Eloqua AdFocus will be available with Eloqua’s Winter’13 release.
Eloqua (NASDAQ: ELOQ) is the marketing system of record for modern marketers. The company’s cloud software, professional services and education programs provide marketers with the technology and expertise needed to help marketing drive revenue. More than 100,000 global users from companies both large and small, rely on the marketing automation power of Eloqua to improve demand generation and lead management while driving more qualified leads. Eloqua’s customers include AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia. For more information, visit www.eloqua.com, subscribe to the It’s All About Revenue blog, call 866-327-8764, or email firstname.lastname@example.org.
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