Forbes Media has chosen the Oracle Marketing Cloud to take advantage of new digital channels to increase its paid advertising revenue. The scope of information presented by the Oracle Marketing Cloud data management and analysis platform will allow Forbes Media to assist its advertisers in increasing the reach and level of engagement among their audiences.
Digital technologies have transformed the competitive landscape in the advertising industry; free content makes it difficult for publications to sell subscriptions and new digital platforms have increased the number of channels, eliminating many of the traditional barriers to market entry. Similarly, the explosion of digital channels such as search, social networks and video has created new competition for advertising purchases. These changes have forced publications to rethink the way they interact with advertisers to reach and capture audiences.
“We knew we needed a new platform that would allow our advertisers to increase the reach and level of engagement among their audiences,” says Mark Howard, Chief Revenue Officer at Forbes Media; “The Oracle Marketing Cloud provides us with the tools we need to expand and customize our advertisers’ experience on our website, as well as offer them greater depth of knowledge regarding the performance of their digital campaigns.
Forbes will be using the Oracle Data Management Platform (DMP), part of the Oracle Marketing Cloud, to analyze its user base and to give its advertisers more and better detail about the audience their campaign has reached. DMP’s advanced analytics capabilities will allow Forbes to develop, together with its advertising partners, customized niche segments tailored to advertisers’ ideal audiences.
About Forbes Media
Forbes Media is an international media, brand promotion and technology company, specializing in news and information about business, investment, technology, entrepreneurship, leadership and affluent lifestyles. The company publishes the magazines Forbes, Forbes Asia, Forbes Europe and ForbesLife, as well as Forbes.com and ForbesLife.com. Today, the Forbes brand reaches more than 75 million people around the world every month with its business message through its magazines and 37 licensed local editions worldwide, Forbes.com, television, conferences, research, social and mobile platforms. Forbes magazine’s iPad app combines print storytelling with social sharing and the web. Extensions of the Forbes Media brand include conferences, real estate, education, financial services and technology licensing agreements.
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