Oracle Marketing Cloud
Persona-Based Product Marketing – a Case Study.
PERSONA BRANDED CONTENT
Web Site, App, Products in Store, Email Content, Landing Pages, DemandGen and Display Ads for B2B and B2C. All captured in video and photos to tell the story.
Web Site, App, Products in Store, Email Content, Landing Pages, DemandGen and Display Ads for B2B and B2C. All captured in video and photos to tell the story.
CASE STUDY:
Oracle uses "Persona Based Marketing" as a method of marketing to businesses and industries the same way marketers sell to their own customers. The natural exponent of this is Direct to Consumer D2C marketing, so these models carry a lot of weight when planning for marketing reach and effectiveness, right down to the individual customer.
Oracle asked our team to create believable brands with actors playing the roles of marketers and their end customers. We put them into real world scenarios that both B2B B2C and D2C marketers can relate to. We built everything using Oracle products and services to prove the point that anyone in the marketing space can do it.
In the process we created hyper-realistic product demos and case studies, b-roll for video, branded photography, martech enabled web sites, a slew of marketing materials and an ecosystem of realistic branded content for 3 separate persona industry brands.
Just a few examples:
TG Networks
WEB
WEB
Quake Electronics
WEB
WEB
A PERSONA WEB SITE MUST FEEL REAL
Durham Denim Co. is a mock B2C fashion retailer based in NYC.
Not only does this site look real. It's a fully responsive HTML5 web experience. The site is remotely managed by Oracle Marketing Cloud product marketers to showcase the capabilities of Oracle's powerful multivariate content-and-offer-control software.
A PERSONA EMAIL CAMPAIGN MUST FEEL REAL TOO
Durham Denim Co. Promo Shopping Offers.
Emails are also fully responsive. A user can even click through to real product pages, perfectly simulating a real customer experience.
Welcome to Durham. Fancy a little more shopping?
You never know when you may need to shop on the run, so download the App, and save when you buy using regular promo offers and special mobile-only pricing!
Of course marketers always need display ads, both on the web site, and externally promoted.
PERSONA CONTENT INSIDE MARKETERS WORLD
Durham Denim Co. is used to explain Oracle Responsys key features.
A good persona kit can be launched within a Marketing Automation and Orchestration suite so you can start to tell your stories. Here a some examples.
MULTIPLE PERSONA DISORDER
Marketers require multiple brand-personas, but they can't be too similar. Too many matching brand types, and you risk maintaining scads of content without a meaningful bang for the buck.
It's best to stick with at least a single B2B persona and a single B2C persona, or a handful of industry personas that suit your line of business and market presence. Here are examples of alternate personas at Oracle Marketing Cloud.
PERSONAS ARE PEOPLE TOO
Finally, create a persona to lead the persona-brand marketing team.
Refer to your persona in your storytelling. Log in as your persona, give them real street addresses so that your saved examples are as believable as can be!
PERSONA CASE STUDY
Thanks for taking time to look!
There is an awful lot that goes into making a believable brand-persona. This just begins to scratch the surface. I did this to show a wide range of skills needed to engage a persona properly such as interaction planning, design, and execution and campaign execution within marketing automation and orchestration tools like Oracle Responsys, Oracle Eloqua, Oracle Maxymiser and Oracle Compendium.
