Facebook Marketing Platform Vitrue Scooped Up By Oracle

By David Cohen 

Facebook and social marketing and engagement platform Vitrue apparently marketed and engaged a giant in the computer hardware and software industry, as Oracle announced Wednesday that it agreed to acquire the company. Terms were not disclosed.

Earlier this month, Vitrue announced its Media Partner Program, in which marketers using its Social Relationship Management platform can tie in with ad-management platforms from partners including Involved Media, Marin Software, Nanigans, Optim.al, SocialCode, Spruce Media, and Unified.

The two companies will continue to operate independently until the transaction closes, which is expected to take place this summer. They said in a press release:

Together, Oracle and Vitrue plan to enable a unified social experience across customer interactions, resulting in meaningful customer engagements with consistent brand experiences across all channels and media; improved return on investment for social sales and marketing campaigns across paid, owned, and social media; and enhanced customer service through real-time responsiveness and high-touch engagement.

Vitrue Founder and Chief Executive Officer Reggie Bradford said:

The world’s greatest brands have been built by creating meaningful relationships between organizations and their customers. 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.

Oracle Development Executive Vice President Thomas Kurian added:

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.