Eloqua Provides Marketers with Display Advertising Capabilities within
An Industry First, Eloqua AdFocus Helps Marketers Create, Manage, and Measure
Paid Media Alongside Owned and Earned Channels
ORLANDO, Fla. -- November 07, 2012
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.
“Display advertising is an important channel for DocuSign and our marketing
team is working closely with Eloqua’s AdFocus and Demandbase to improve the
way we reach key accounts through display ads,” said Meagen Eisenberg, Vice
President of Demand Generation, DocuSign. “Combining truly targeted paid media
together with our other marketing activities provides us with a deeper view
into our potential buyer.”
“Eloqua and Bizo have been partners of ours for some time and we’re excited
about the direction Eloqua and Bizo are taking,” said Andy Ramirez, VP Digital
Product Management of Vistage. “Delivering personalized display ads will drive
more leads into our funnel and synchronizing the messages they receive across
email and display ads will increase the effectiveness of our nurturing
programs and the rate at which prospects move through our funnel.”
“Today's modern marketers face the ongoing challenge of interacting with
buyers using multi-touch, multi-channel campaigns,” said Steve Woods, CTO,
Eloqua. “Eloqua AdFocus is a crucial next step for the industry, creating a
cohesive way to add the paid media channel, all in a single platform.
Marketers can now more effectively manage the paid channel within their
Eloqua AdFocus leverages partner relationships with Demandbase for targeting
display ads to individual accounts and with Bizo to target individual leads or
prospects. Attendees at Eloqua Experience can catch a demo of Eloqua AdFocus
at Eloqua’s Innovation Station. Eloqua AdFocus will be available with Eloqua’s
Eloqua (NASDAQ: ELOQ) is the marketing system of record for modern marketers.
The company’s cloud software, professional services and education programs
provide marketers with thetechnology and expertiseneeded to help marketing
drive revenue.More than 100,000 global users from companies both large and
small,rely on themarketing automationpower of Eloqua to improvedemand
generationandlead managementwhile driving morequalified leads. Eloqua’s
customers include AON, Dow Jones, ADP, Fidelity, Polycom, and National
Instruments.The company is headquartered in Vienna, Virginia. For more
information, visitwww.eloqua.com, subscribe to theIt’s All About
Revenueblog, call866-327-8764, or email email@example.com.
Sheila Lahar, 617-651-8137
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