Gumtree hires Oracle to ramp up marketing activity

gumtreeGumtree is aiming to cozy up to its 15.3 million monthly customers and increase engagement by implementing Oracle Marketing Cloud to enable it to embark on a raft of online, offline and mobile marketing campaigns.
Launched in 2000, Gumtree was the first site for free classifieds ads in the UK. It now claims to be used by one in three adults every month, with over 2 million ads on the site.
In June it appointed former Lexus, HMV ad M&S customer marketing specialist Matt Button as head of CRM.
It is claimed that 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, through both the Gumtree mobile app and the consumers’ Internet browsers, in order to increase conversion rates through personalised advertising.
Gumtree head of commercial operations Nick Martin said: “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 use the Oracle Marketing AppCloud to increase customer engagement by integrating leading digital marketing capabilities and data into its marketing programmes.

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