Eloqua Provides Marketers with Display Advertising Capabilities within Eloqua Platform
November 07 2012 - 8:15AM
Business Wire
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.
About Eloqua
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
demand@eloqua.com.
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