• by Jess Nelson , September 27, 2016

Oracle unveiled a new cross-channel orchestration feature to the Oracle Marketing Cloud on Monday, allowing B2C marketers to offer a unified experience across any device or channel.

With a single, holistic customer profile, Oracle’s Orchestration Canvas provides an opportunity for marketers to create and execute more personalized marketing campaigns without the challenges of siloed data.

A better understanding of who customers are and what customers want will help marketers to create more personalized and relevant experiences across the channels and devices that customers engage with. Supported channels include Web, mobile Web, display advertising, mobile applications and email marketing.

Oracle Orchestration Canvas enables marketers to create adaptive customer paths driven by event or behavioral triggers, allowing customers to choose the next step in their digital relationship with a brand.

Additional product features include prebuilt integrations with the Oracle Customer Experience (CX) Cloud and a Mobile App Visual Editor that offers testing and optimization services with a code-free drag-and-drop revamped interface.  

"Effectively orchestrating cross-channel marketing activities can be extremely complex for brands, but it is an area that marketing must tackle as discrepancies in experiences, and sometimes prices, erode trust and distance customers from a brand," states Steve Krause, Group Vice President Product Management, Oracle Marketing Cloud.

Marketing orchestration is the organization of marketing content around a unified customer experience on any device or channel, but but it can be difficult to achieve.

Less than a third of marketers unify cross-channel measurement to understand the holistic experience of a customer, according to a 2015 IgnitionOne-commissioned Forrester study.

Those who do orchestrate across channels are rewarded. A March 2016 Salesforce study found that top-performing marketers were more than three times more likely to integrate social media activity into their overall marketing strategy.

Oracle’s Orchestration Canvas derives from Responsys’ launch of Program Canvas, a centralized cross-channel coordination tool, in 2009. Oracle later acquired Responsys in 2013, forming the basis for the company’s email marketing application.