Eloqua (NASDAQ: ELOQ), the marketing system of record for modern marketers, today announced Eloqua AdFocus, which for the first time allows marketers to manage targeted, personalized display ads from the Eloqua platform. The addition of Eloqua AdFocus means Eloqua is now the only marketing automation provider giving marketers the ability to manage owned, earned, and paid media in a single packaged application. With Eloqua AdFocus, marketers can create multi-channel campaigns incorporating email, web, social, and now display advertising in one automated process. Eloqua AdFocus was revealed during Eloqua Experience, Eloqua’s annual user conference.
According to an October, 2012 Forrester Research, Inc. report “Best Practices For Display Marketing” by Joanna O’Connell, “As dollars shift from search and other channels, display is poised to command 36% of all interactive spend by 2016.” A typical B2B buyer interacts with and is influenced by several marketing channels which is why marketers are increasing spend across digital channels like interactive display advertising. Eloqua users can easily integrate display ads right from the Eloqua Campaign Canvas and are able to track paid channels along with owned and earned.
Display advertising is dramatically more effective when it's highly targeted and personalized for the right audience. Demandbase, a personalization and targeting platform for marketers, recently found that 67% of all display ads are, however, served to unintended targets. The Forrester Research, Inc. report “Best Practices For Display Marketing” goes on to say “it’s no longer about the media you buy; it’s about the audience with which you’re communicating.” Eloqua AdFocus enhances lead nurturing by serving up dynamic, personalized content through display ads. Marketers can create specific ad copy and then map it to the buyer’s journey – ensuring creative content is targeted and aligned with a prospect’s nurture stage, speaking directly to the buyer. By intelligently mapping display ads to the buyer’s digital body language, ads become more relevant and timely.