What to make of the new Oracle.

You may have caught Kate Maddox of BtoB Online covering the recent Business Marketing Association conference.

According to Kate, the candor of Judith Sim, VP-CMO of Oracle, during her keynote at the BMA conference was quite surprising. Judith stated that Oracle has increased its return on marketing despite declining budgets. That budget is 1.7% of revenue versus more than 5% a decade ago.

From my perspective, we have seen drastic changes to technology publications over the past year (e.g. CMP's elimination of some its print publications). However, it was startling to be exposed to the magnitude of Oracle's drop in print advertising: from 55% of of its ad budget last year to 9% in the upcoming year.

Conversely, online advertising has increased to 36% of Oracle's ad budget this year substantially up from 22% last year.

Judith Sim also discussed Oracle's use of social news releases that has helped cut Oracle's PR budget in half and the posting of videos, blogs and forums on the Oracle website.

I couldn't help but think of the impact on Oracle's messaging in this massive change from offline to online communications and lead generation.

How well will the hard-hitting and competitive print ads from Oracle make the transition to the world of online media and user-generated content?

In the spirit of online camaraderie, I would like to present to Oracle my recommendation.

Let's pit Oracle and against its arch-rival SAP and compare their core websites head-to-head on Web 2.0 media.

• Employee Blogs - Oracle: 162, SAP:0 - The busy bees at Oracle win hands-down.
• Non-Employee Blogs - both websites host many - Let's call this a tie.
• Forums & Wikis - both websites offer robust forums and Wikis - Again a tie.
• Corporate Podcast Shows - Oracle:8, SAP:0 - A slam for Oracle
  
• Digg-style ranking site - Bonus points for Oracle on creating the Oracle Mix beta site
  

There you have it....even in the online world, Oracle can claim superiority!

P.S. I have recently moved my blog to Blogger. Check out the new blog and some of my coverage on the MarketingProfs B2B Forum and the SiriusDecisions Sales & Marketing Summit.