The big marketing clouds are still catching up in mobile marketing. Last week, Oracle took a step toward more complete mobile coverage with the full integration of Swrve’s app-oriented mobile marketing application.
Oracle’s Marketing Cloud out-of-the-box is “blind to what users do in the app,” Swrve Senior Director of Product Marketing Alan Tam told me. Swrve focuses on app marketing — user retention, engagement, monetization and targeting.
Through Eloqua, the Oracle Marketing Cloud environment for campaigns directed at salespeople, it had the ability to trigger push notifications to mobile users. Swrve was available as a simple integration for batch exports of data.
Now, Swrve’s full integration allows Eloqua to track mobile app usage, so cross-channel events and campaigns can be based on what the mobile user does in a brand’s app, because the app activity is visible in the customer journey.
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