Gumtree has selected the Oracle Marketing Cloud to expand its customer base and support its goal of becoming Britain’s #1 digital brand. By taking advantage of the deep audience insights delivered by the Oracle Marketing Cloud’s data management platform, Gumtree will be able to increase engagement on Gumtree.com by creating online, offline and mobile marketing campaigns that deliver rich, actionable and personalised information to target audiences.
Launched in 2000, Gumtree was the first site for free classifieds ads in the UK and now connects over 15.3 million customers every month*. To continue to expand its service and grow its community as it aims to become Britain’s number #1 digital brand, Gumtree unveiled a major re-branding campaign and huge improvements across its mobile and desktop channels in 2016. To support the new company initiatives and further enhance the customer experience, Gumtree needed to increase engagement across online, offline and mobile marketing campaigns. With the Oracle Data Management Platform, part of the Oracle Marketing Cloud, Gumtree will be able to retarget consumers who have previously interacted with its website, via both the Gumtree mobile app and the consumers’ Internet browsers, in order to increase conversion rates through personalised advertising.
“The ease of integration was a key reason we selected the Oracle Marketing Cloud,” said Nick Martin, head of Commercial Operations, Gumtree. “Oracle has brought together industry-leading technologies within the Oracle Marketing Cloud and this integration has helped us streamline processes and improve results. For example, we will be able to use the detailed consumer insights from the Oracle Data Management Platform to increase collaboration across our marketing, advertising, sales and technology teams. This will help us increase consumer engagement and ultimately grow our customer base.”
To extend the reach of its marketing activities and further enhance the customer experience, Gumtree will also take advantage of the Oracle Marketing AppCloud. With the apps from the Oracle Marketing AppCloud, one of the industry’s largest digital marketing ecosystems, Gumtree will be able to increase customer engagement by integrating leading digital marketing capabilities and data into its marketing programs.
“Gumtree has built a very strong brand that has helped it become the number one classified site in the UK,” said Ghislain Lefebvre, Sales Lead, Data Management Platforms for Oracle Marketing Cloud. “With the powerful consumer insights delivered by the Oracle Data Management Platform, Gumtree will be able to increase ROI on its advertising and enhance the customer experience through truly personalised cross-channel communications.”