As customers engage with different advertising channels, marketers have been searching for innovative ways to identity them and market to them in a more personal way. One challenge has been around the friction involved in obtaining a customer’s personal information and permission to contact them. If the ask is not delivered in the right context – or is seen as laborious in any way – customers move on and remain an anonymous demographic.
We’re happy to announce we’re addressing that challenge through an integration between Facebook and the Oracle Marketing Cloud. Facebook announced its new lead ads product that makes it simple for users on Facebook to share their information with an advertiser in two clicks. First, they click on a call-to-action in the ad. Second, once they see a notification screen with their email address or phone number loaded, they can choose to share that information with the marketer.
Through the integration with the Oracle Marketing Cloud, a marketer can have that profile data automatically routed into Oracle Cross-Channel Marketing. From there, they can orchestrate interactions and messaging for that customer across email, mobile, and social experiences. The marketer doesn’t need to do any technical heavy lifting, data entry, or spreadsheet uploads.
Making customer data integration this simple is critical. According to research by Forrester, only 16% of marketers feel they have combined traditional transactional data with contextual data about their customers in one view. This partnership should help alleviate that challenge.
This integration is also a win-win for brands and customers. For companies, they can plan on higher conversion rates if they can gain the ability to have that 1:1 relationship and grow their email list. At the same time, it puts customers in the driver’s seat as to whether or not they want to have that direct relationship with a brand in the first place, ensuring privacy.
We look forward to seeing our customers utilize this integration in the months ahead. For more information, please visit Facebook’s lead ads page here.