Oracle has announced that it is to buy Cloud-based social marketing and engagement vendor Vitrue, in what is reported to be a $300m deal.
Vitrue is a 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+.
Its 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 intends to integrate Vitrue with its sales, service, commerce, social data management and analytics capabilities to "create the most advanced and comprehensive social relationship platform", the vendor said.
Thomas Kurian, executive vice president at Oracle Development, said: "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. 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."