Good morning, Marketer.

Marketing execs from Oracle discussed the growing role of personalized marketing at the company’s Cloud CX Virtual Summit yesterday. They offered insights on how digital marketers can stay ahead of the curve, even in the face of constant change. 

Two key takeaways: 

Customers approach brands differently now: “I’ve always spoken about micro-moments, but now, if you’re not doing personalization for customers, you’re going to lose them,” said Shashi Seth, SVP of Oracle Marketing Cloud. Between recent acquisitions and new product builds, Oracle’s focus is on connecting the dots and “making sure data flows smoothly across them” in order to help customers accomplish more with fewer resources and less time, he added. 

Personalization is king: With 20 to 30% of customers bringing 70 to 80% of value, loyalty platform investments will continue to increase, said Seth. But it’s not just a matter of collecting rewards points. The customer is really asking: “How well do you know and understand me?”

Keep reading for a look at how e-commerce usage has changed during the pandemic. 

Ginny Marvin,
Editor-in-Chief