|[November 07, 2012]
Eloqua Provides Marketers with Display Advertising Capabilities within Eloqua Platform
ORLANDO, Fla. --(Business Wire)--
(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 (News - Alert) 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 (News - Alert) 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 (News - Alert), Inc. rport "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 (News - Alert). 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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