Adds Leading Social Marketing and Engagement Platform to the Oracle Cloud
Redwood Shores, CA – May 23, 2012 - Oracle announced today that it has entered into an agreement to acquire Vitrue, a leading cloud-based social marketing and engagement platform that enables marketers to centrally create, publish, moderate, manage, measure and report on their social marketing campaigns and activities on social media platforms such as Facebook, Twitter, YouTube and Google+.
“The proliferation of social media and an increased demand by consumers to engage with brands across multiple social channels is driving chief marketing officers to look for an integrated social marketing platform,” said Thomas Kurian [pictured, left], executive vice president, Oracle Development. “Vitrue’s leading social marketing and engagement platform coupled with Oracle’s leading sales, service, and commerce products offers a complete social experience solution to our customers.”
“The world’s greatest brands have been built by creating meaningful relationships between organizations and their customers," said Reggie Bradford [pictured, right], founder and chief executive officer, Vitrue. “As a part of Oracle, we can help our customers ensure that consistent high-touch social engagement is delivered across marketing, sales and service interactions.” More...
Mark Walsh at Media Post adds: Indeed, the deal signals continuing consolidation in the social-media marketing space as bigger players like Oracle scoop up specialty firms to offer Fortune 500 clients instant expertise in social media strategy and operations. Vitrue competitor Context Optional was acquired late last year by Adobe, while social media monitoring firm Radian6 was snapped up last March by Salesforce.com for $326 million. More...
