Oracle Acquires Responsys to Boost Cloud Services

by CXOtoday News Desk    Dec 23, 2013

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After going through a few rough quarters the IT major Oracle is set to reach into the realm of online marketing by acquiring Responsys, California-based specialist in multi-channel marketing for about $1.5 billion in cash. 

Industry analysts believe that the acquisition may also give Oracle an edge over its competition, a cloud-based company that is increasingly competing with Oracle in the area of marketing software and cloud CRM. 

Responsys is a Cloud marketing company that makes software that allows brands to coordinate their email, mobile, display and social advertising across the Web. Oracle has already made several online/social media marketing software acquisitions in recent years, the largest being its $871 million purchase of marketing automation specialist Eloqua last year around the same time. Responsys’ products will be combined by other capabilities to bring its new Cloud offerings.

In a statement about the deal, Oracle said: “The addition of Responsys extends Oracle’s Customer Experience Cloud, which includes Commerce, Sales, Service, Social and the Oracle Marketing Cloud. By bringing together Responsys and Oracle Eloqua in the Marketing Cloud, for the first time CMOs that support industries with B2C or B2B business models will be equipped to drive exceptional customer experiences across marketing interactions and throughout the customer lifecycle from a single platform.”

Marketing is a particularly hot area, because companies now use the Internet to run ads, send emails and communicate directly with customers. The large amounts of data captured in these campaigns are analyzed by increasingly math-oriented marketing managers, believe experts. 


Reportedly,, has in recent years also acquired several ad purchasing and marketing companies, latest being the acquisition of ExactTarget in June this year. Likewise, Adobe Systems, another new entrant also bought Neolane for $600 million to increase cloud marketing capabilities.

In the last one year, Oracle has bought at least seven companies and is aggressively chalking out its Cloud strategies for the coming months.