Andrea Ward (@awatpa) is the Vice President of Marketing for Oracle Marketing Cloud (@OracleMktgCloud). With an MBA in International Finance, Andrea has had a lengthy career in many aspects of Marketing from Public Affairs, Market Research, and Product Management to Finance and even Mergers and Acquisitions. Andrea has great perspective on what’s happening in marketing today.
Oracle (@oracle) — the second largest software maker in the world after Microsoft — unleashes innovation and enables its 400,000+ customers in over 145 countries to deliver the best experience to their own customers by simplifying IT.
In 2014, Forbes listed Oracle’s brand as more valuable than AT&T, Walmart, Verizon, and Budweiser. With 38.3 billion dollars in brand revenue, Oracle sells more than Ralph Lauren, Visa, EBay, Gucci, and Rolex combined. Oracle is also one of the major sponsors of the IMA.
“You need be able to use the tools available to you to be a data-driven marketer — to use data to create more personalized interactions. And that may mean a different skill set than what a marketer may have needed 10 years ago.”
3 out of 4 marketers have taken on new responsibilities but 9 out of 10 report no corresponding increase in budget or resources.
“97% of B2B marketing leaders say they are doing new types of work, new skills for marketers will be desperately needed going forward, and the pace of relentless change in their worlds is expected to pick up.” ~ Forrester & Business Marketing Association Findings
The field of marketing continues to expand and push forward in innovative ways. Andrea Ward, VP of Marketing for Oracle Marketing Cloud, discusses how the move to the cloud and other technological advances require marketers to use both their natural and developed skills to do even better at communication, collaboration, and data driven decision making. She highlights improving communication with IT departments – by speaking to them in terms they value like efficiency and cost savings – to ensure better customer experience and increased driving of demand.
Andrea goes on to discuss the concept of “digital dialogue” and how using new data capturing technologies can help marketers learn about their known customers and unknown (potential) customers to engage with them real-time in a personalized way. Marketers need to develop their own skill sets in the right direction to be leaders in their fields.
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