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Personalized marketing, also known as one-to-one marketing or individual marketing, is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. Advancements in data collection methods, analytics, digital electronics, and digital economics, have enabled marketers to deploy more effective real-time and prolonged customer experience personalization tactics.
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Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.
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Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
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Oracle Advertising, formerly Datalogix, is a cloud-based consumer data collection, activation, and measurement platform for use by digital advertisers. Datalogix was a consumer data collection company based in Westminster, Colorado that provided offline consumer spending data to marketers. In December 2014, Oracle signed an agreement to acquire Datalogix. After the acquisition, Datalogix's name changed to Oracle Data Cloud, which later became Oracle Advertising. Oracle Advertising is part of the Oracle Advertising and Customer Experience (CX) application suite.
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A data management platform (DMP) is a software platform used for collecting and managing data. They allow businesses to identify audience segments, which can be used to target specific users and contexts in online advertising campaigns. DMPs may use big data and artificial intelligence algorithms to process and analyze large data sets about users from various sources. Some advantages of using DMPs include data organization, increased insight on audiences and markets, and effective advertisement budgeting. On the other hand, DMPs often have to deal with privacy concerns due to the integration of third-party software with private data. This technology is continuously being developed by global entities such as Nielsen and Oracle.
Data-driven marketing is a process used by marketers to gain insights and identify trends about consumers and how they behave — what they buy, the effectiveness of ads, and how they browse. Modern solutions rely on big data strategies and collect information about consumer interactions and engagements to generate predictions about future behaviors. This kind of analysis involves understanding the data that is already present, the data that can be acquired, and how to organize, analyze, and apply that data to better marketing efforts. The intended goal is generally to enhance and personalize the customer experience. The market research allows for a comprehensive study of preferences.
Acxiom is a Conway, Arkansas-based database marketing company. The company collects, analyzes and sells customer and business information used for targeted advertising campaigns. The company was formed in 2018 when Acxiom Corporation spun off its Acxiom Marketing Services (AMS) division to global advertising network Interpublic Group of Companies.
Oracle Advertising and Customer Experience (CX) is a suite of cloud-based applications offered by Oracle Corporation that includes tools for advertising, marketing, sales, e-commerce, customer service.
References
- ↑ "What Is Data On-Boarding?". AdAge. June 24, 2015. Retrieved November 29, 2015.
- 1 2 Schulz, John (January 9, 2015). "Did My Ad Really Work? Closing the Loop on Data Onboarding". Target Magazine. Retrieved November 29, 2015.
- ↑ April, Ziyoda (March 2, 2016). "Three Reasons Why You Should Care About Data Onboarding". kpi.com. Retrieved March 2, 2016.
- ↑ Fondon, Cortland J. (October 2, 2014). "Data-Onboarding and Programmatic Advertising". Programmatic Advertising. Retrieved November 29, 2015.
- ↑ Schuster, Justin (December 1, 2014). "4 Ways to Improve Measurement and Targeting through Data Onboarding". Marin. Retrieved November 29, 2015.
- ↑ "Oracle and Datalogix". www.oracle.com. Retrieved 2016-03-26.
- ↑ Kaye, Kate (May 20, 2014). "Marketers Get On Board the Offline-to-Online Data Train". AdAge. Retrieved November 29, 2015.
- ↑ Willmott, Don (December 4, 2013). "Matchmaker: How LiveRamp Activates CRM Data For Marketing Purposes". AdExchanger. Retrieved November 29, 2015.