🔊 Oracle Unity adds new B2B marketing features to its CDP

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Plus, Snapchat could be preparing a new pitch to advertisers.

Sep 30, 2020

Good morning Marketer, ready for a martech update?

Oracle yesterday announced enhancements to Oracle Unity, the CDP which manages data across its marketing, sales and service offerings. Several of the updates are aimed at supporting B2B marketing, including enhanced compliance measures, ad activations for unknown customers, and a new partnership with social management platform Sprinklr – among others.

In other news, our latest Events Participation Index found that marketers are hopeful for the return of in-person conferences – but not until late 2021.

Marketers’ already low expectations that they could safely attend in-person events this year have bottomed out, which isn’t surprising as the planet passed a grim milestone of 1 million deaths tied to COVID-19 this week. But, despite concerns around resurging waves of the virus, many of the 350 professionals we surveyed indicated they hope to travel and attend conferences, trade shows, or more in the second half of 2021.

There’s more to read below, including news on a potential new ad offering from Snapchat.

Taylor Peterson,
Deputy Editor

A pivot with a purpose

“Like every brand, we made incredible adjustments in real-time. Programs were cut, programs were pushed, programs were moved to next year,” said Heidi Cooley, head of global marketing at Crocs.

But amidst that disruption the company made purpose a priority and launched an initiative to outfit front-line healthcare workers who needed their footwear.

“A global team initiated a commitment around giving tens of thousands of pairs a day to healthcare heroes, and we gave away over 45 days 860,000 pairs of crocs valued at over $40 million.”

Learn more. Check out “The Download”, brought to you by Microsoft Advertising.

Compare 13 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

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Social Shorts

Snapchat pitches Platform Burst

Snapchat is floating a new advertising offering called Platform Burst, Digiday reported. The idea is to guarantee that “campaigns will reach at least 40% of their target audience 15 times” over a three or five day period, according to Digiday. Campaigns can encompass different ad formats across the platform and reportedly cost around $127,000.

Why we care. This option could appeal to brands looking for high frequency reach in the Q4 shopping season at a set cost. Snapchat also offers Snap Select, which gives advertisers the option to buy unskippable, six-second Commercials on shows in Snapchat Discover.at a fixed cost. While Snapchat has been seemingly overshadowed by TikTok’s rise and political drama, Snapchat has continued to build out TV-like mobile video advertising offerings.

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Stay alert, stay prepared

So how can marketers stay prepared in case of a second major wave of COVID-19?

Here are three recommendations from Jeff Pickett, head of search at Omnicom Media Group.

“First, spend less time gazing into that crystal ball trying to divine what’s going to happen next. And instead, spend more time trying to plan for every possible contingency that you can come up with.” “Number two, meet consumers where they are geographically, contextually, and emotionally. “And then, third, hone your adaptation skills and integrate flexibility into as much of your business as possible.”

Learn more. Check out “The Download”, brought to you by Microsoft Advertising.