Eloqua Launches AdFocus For Targeted Marketing

Marketing automation company Eloqua has launched AdFocus, a product that allows marketers to manage targeted, personalized display ads from the Eloqua platform and helps marketers ensure their display ads are reaching the right prospects.

According to Eloqua, Eloqua AdFocus gives marketers the ability to manage owned, earned and paid media in a single packaged application. This means companies can stop wasting time and ad dollars chasing bad leads through display advertising, Eloqua wrote in an email.

With Eloqua AdFocus, marketers will be able to create multi-channel campaigns incorporating email, web, social and display advertising in one automated process, Eloqua said.

With the Eloqua AdFocus App, marketers can include paid media in their campaigns in the form of dynamic, personalized display ads, says Eloqua Product Marketing Manager Rob Bois. Marketers can use the digital body language stored in either individual contacts or accounts to map to specific ad creative and copy to ensure display ads are individually targeted and personalized to the recipient. And this can all be done from the Campaign Canvas without writing any code or HTML.

Per Eloqua, 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, the company said.

“Our customers use multi-channels and touchpoints to interact with prospects and display advertising is a huge channel for them but customers are finding that display is not as personalized or targeted as it could be,” Bois said. “This paid channel is a logical next step for Eloqua — we can help customers use digital body language of prospects to now serve up the most targeted display ad.”

E-signature transaction company DocuSign was a beta tester.

“Today’s modern marketers face the ongoing challenge of interacting with buyers using multi-touch, multi-channel campaigns,” said Eloqua CTO Steve Woods in a statement. “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 marketing mix.”

Eloqua AdFocus was revealed during Eloqua’s annual user conference, Eloqua Experience, which is being held in Orlando from November 6 to 8.

Eloqua’s customers include AON, Dow Jones, ADP, Fidelity, Polycom and National Instruments.

Eloqua AdFocus will be available with Eloqua’s Winter ’13 release in the fourth quarter of 2012.

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