Eloqua is now the only marketing automation provider giving marketers the ability to manage owned, earned, and paid media in a single packaged application

Eloqua have announced Eloqua AdFocus, which for the first time allows marketers to manage targeted, personalised display ads from the Eloqua platform. The addition of Eloqua AdFocus means Eloqua is now the only marketing automation provider giving marketers the ability to manage owned, earned, and paid media in a single packaged application.

Report “Best Practices For Display Marketing” by Joanna O’Connell, 

As dollars shift from search and other channels, display is poised to command 36% of all interactive spend by 2016.” 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.

Display advertising is dramatically more effective when it’s highly targeted and personalised for the right audience. “Delivering personalised display ads will drive more leads into our funnel and synchronising the messages they receive across email and display ads will increase the effectiveness of our nurturing programs and the rate at which prospects move through our funnel.”

“Today’s modern marketers face the ongoing challenge of interacting with buyers using multi-touch, multi-channel campaigns,” said Steve Woods, CTO, Eloqua. Marketers can now more effectively manage the paid channel within their marketing mix.”

Eloqua AdFocus leverages partner relationships with Demandbase for targeting display ads to individual accounts and with Bizo to target individual leads or prospects.