Become a global on-demand engagement center
For Karim Mokhnachi, VP, South and ECEMEA Marketing, Oracle, an always-on solution meant creating opportunities for engagement on demand. A centralized content hub provides attendees a Netflix-style channel to engage with and consume content at their leisure. Webinars are a powerful way to sustain interactivity on demand, and the ON24® Engagement Hub provided the team with a solution that crossed borders. To bring its content to the local level, the Oracle team uses ON24 localization services, including translation and closed captioning, for each event with the right language for the respective region.
Then, the Oracle team uses ON24 to analyze audience engagement across each event to determine corresponding intent and interest level with different topics and content types. Through the ON24 integration with Oracle Eloqua, the team seamlessly uses the data collected from each interaction to inform subsequent marketing operations.
For the last piece of the always-on engagement puzzle—the Netflix-style streaming —Oracle used the ON24 Engagement Hub to set up a centralized hub for always-on engagement, allowing its regional teams to distribute webinars and playlists to prospective customers.
By programming on-demand webinar series on critical topics for key personas, Oracle drives more views, more leads and more pipeline from each webinar, providing a more personalized user experience along the way. This approach provides the diverse audience of global Oracle users with easy-to-find content relevant to the products they’re using. And, each on-demand interaction provides Oracle’s marketing team with an understanding of what’s top of mind for users and prospects, helping to determine the most impactful content to invest more resources in for global syndication and promotion. For the Oracle ECEMEA teams, its on-demand strategy alone generates nearly half (43 percent) of total viewership