Oracle – ORCL – To acquire Vitrue, a leading cloud-based social marketing and engagement platform

Oracle (NASDAQ:ORCL) announced 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+.

Vitrue’s social media SaaS marketing applications help customers amplify their social community engagement by giving marketers the ability to develop campaigns from global to local, across multiple social networks and devices, and publish content that engages fans and drives leads.

Oracle’s leading sales, service, commerce, social data management and analytics capabilities, combined with Vitrue, are expected to create the most advanced and comprehensive social relationship platform.

The combination is expected to help organizations develop more meaningful customer engagements with consistent brand experiences, improve their return on investment across all channels and media, and enhance customer service through real-time responsiveness and high touch relationships.

“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, 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, 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.”

About Oracle – ORCL

Oracle engineers hardware and software to work together in the cloud and in your data center.  ORCL, incorporated in 2005, is an enterprise software company. ORCL develops, manufactures, markets, distributes and services database and middleware software, applications software and hardware systems, consisting primarily of computer server and storage products.

It operates in three segments: software, hardware systems and services. Its software business is consisted of two operating segments: new software licenses and software license updates and product support. Its hardware systems business consists of two operating segments: hardware systems products and hardware systems support. Its services business is consisted of three operating segments: consulting, Cloud Services and education. On January 5, 2011, Oracle completed the acquisition of Art Technology Group, Inc. (ATG). On August 11, 2010, the Company completed the acquisition of Phase Forward Incorporated (Phase Forward), a provider of applications for life sciences companies and healthcare providers.

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Post Written By: Ed Liston Ed Liston is a senior contributing editor at TheStockMarketWatch.com. An active market watcher and investor, Ed guides an independent team of experienced analysts and writes for multiple stock trader publications. He is widely quoted in various financial publications on the Internet. When Ed is not writing about stocks, investing in stocks, talking about stocks, or otherwise doing something stock related, he likes to go sailing and fishing in his yacht.