Oracle Acquires Social Marketer Involver As Enterprise Giants Buy Rather Than Build For Tomorrow

Old world online marketers must build, buy, or die, and Oracle has made its choice. Oracle just agreed to acquire Involver, only a month after the giant bought its competing social marketing platform Vitrue. Involver will be rolled into Oracle Cloud marketing suite, and the deal is expected to close over the summer. Oracle has been on acquisition spree as of late, buying Vitrue for publishing, Collective Intellect?for monitoring, and Right Now for customer service, Involver will give Oracle a powerful toolset for helping brands create custom applications as they adjust to sea change in marketing brought on by social sites like Facebook, Twitter, and YouTube. Here we dive deep into the two-year trend of social M&A that Oracle is driving, and ask if mobile marketing is the next industry to see a roll-up.

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