Oracle, Salesforce.com trade moves in marketing software battle

Oracle syncs up with Box, while Salesforce.com releases Journey Builder for Apps

It seems that a week doesn't go by these days without major software vendors announcing updates to their marketing software portfolios, and the past few days were no exception as rivals Oracle and Salesforce.com both made some news.

While perhaps incremental advancements taken one by one, the announcements speak to the heightening competition in the software segment as Oracle, Salesforce.com and other vendors move to build out full-blown "customer engagement" suites and directly target chief marketing officers.

On Thursday, Oracle said it has created a "first of its kind" integration between its Marketing Cloud and Box, the cloud-based file storage and sharing vendor.

Customers will be able to hold and manage content for marketing campaigns within Box, as well as create such materials with widely used tools such as Microsoft Office and then convert them into HTML5 documents, Oracle said.

In addition, Box folders can be set up to sync with the document store on Oracle's marketing platform for use in campaigns, according to the announcement. Availability is scheduled for the first half of next year.

Oracle will likely provide additional updates related to its Marketing Cloud next week, during its annual OpenWorld conference.

The Box integration news followed Salesforce.com's announcement of new features for its Journey Builder tool, which marketers use to create multichannel marketing campaigns.

Along with email, social media and other marketing channels, Journey Builder can now be used in conjunction with mobile applications.

Applications have become "the dashboard to our lives," said Gordon Evans, vice president of product marketing, in an interview. "We bank through an app, we heat our home through an app, we connect with loved ones through apps."

The new capabilities, which are called Journey Builder for Apps, could be used to create a campaign that uses emails and social networking messages to drive more downloads of a particular app.

In addition, apps can be configured to send customers messages based on automated triggers, Salesforce.com said. For example, a customer might view a garment in a company's online store app a number of times without buying it. Journey Builder can now be set up to automatically send such customers discount offers in hopes of sealing a deal, according to Salesforce.com.

It's also possible to use location data from sources such as a beacon near a retail store. As a customer walks nearby, the beacon could detect them, prompting an offer to be sent through an application on their mobile device.

Journey Builder for Apps is available now, with subscription pricing starting at US$12,500 per year.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

Latest Podcast

More podcasts

Sign in