Oracle, Salesforce.com trade moves in marketing software battle

Oracle syncs up with Box, while Salesforce.com releases Journey Builder for Apps

It seems that a week doesn't go by these days without major software vendors announcing updates to their marketing software portfolios, and the past few days were no exception as rivals Oracle and Salesforce.com both made some news.

While perhaps incremental advancements taken one by one, the announcements speak to the heightening competition in the software segment as Oracle, Salesforce.com and other vendors move to build out full-blown "customer engagement" suites and directly target chief marketing officers.

On Thursday, Oracle said it has created a "first of its kind" integration between its Marketing Cloud and Box, the cloud-based file storage and sharing vendor.

Customers will be able to hold and manage content for marketing campaigns within Box, as well as create such materials with widely used tools such as Microsoft Office and then convert them into HTML5 documents, Oracle said.

In addition, Box folders can be set up to sync with the document store on Oracle's marketing platform for use in campaigns, according to the announcement. Availability is scheduled for the first half of next year.

Oracle will likely provide additional updates related to its Marketing Cloud next week, during its annual OpenWorld conference.

The Box integration news followed Salesforce.com's announcement of new features for its Journey Builder tool, which marketers use to create multichannel marketing campaigns.

Along with email, social media and other marketing channels, Journey Builder can now be used in conjunction with mobile applications.

Applications have become "the dashboard to our lives," said Gordon Evans, vice president of product marketing, in an interview. "We bank through an app, we heat our home through an app, we connect with loved ones through apps."

The new capabilities, which are called Journey Builder for Apps, could be used to create a campaign that uses emails and social networking messages to drive more downloads of a particular app.

In addition, apps can be configured to send customers messages based on automated triggers, Salesforce.com said. For example, a customer might view a garment in a company's online store app a number of times without buying it. Journey Builder can now be set up to automatically send such customers discount offers in hopes of sealing a deal, according to Salesforce.com.

It's also possible to use location data from sources such as a beacon near a retail store. As a customer walks nearby, the beacon could detect them, prompting an offer to be sent through an application on their mobile device.

Journey Builder for Apps is available now, with subscription pricing starting at US$12,500 per year.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags Internet-based applications and servicesCustomer Relationship ManagementapplicationsSalesforce.comsoftwarecloud computingBoxinternetBlueKaiOracle

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Chris Kanaracus

IDG News Service
Show Comments

Cool Tech

Crucial Ballistix Elite 32GB Kit (4 x 8GB) DDR4-3000 UDIMM

Learn more >

Gadgets & Things

Lexar® Professional 1000x microSDHC™/microSDXC™ UHS-II cards

Learn more >

Family Friendly

Lexar® JumpDrive® S57 USB 3.0 flash drive 

Learn more >

Stocking Stuffer

Plox Star Wars Death Star Levitating Bluetooth Speaker

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?