Oracle Morphs Into a Technology Octopus

NEW YORK ( TheStreet) -- It's a challenge to define Oracle ( ORCL). Whatever it is, it's growing by leaps, bounds and acquisitions.

Perhaps that's why shares of this gargantuan of information technology, software development and hardware systems have done quite nicely in the last two quarter of 2013. Its shares trade around $38, as of Monday's close, and for the year to date they are up 14%.

Now Oracle wants to dominate the digital marketing business as well. Instead of pitching its products to big corporate executives and chief technology officers, ORCL is targeting its market campaigns directly to corporate divisions and individual departments, much like its main competitors.

Perhaps that's why on Dec. 20 it announced it would spend about $1.5 billion to buy Responsys ( MKTG), a barely profitable company that provides email and cross-channel marketing solutions that enable companies to engage in relationship-based marketing across various interactive channels.


Responsys offers its on-demand software and professional services to retail and consumer, travel, financial services and technology industries. It also sells to marketing agencies primarily through a direct sales force in North America, the Asia Pacific and Europe. The company was founded in 1998 and is headquartered in San Bruno, Calif.

This acquisition confirms earlier indications that Oracle is planning on going head to head against Salesforce.com ( CRM) and Adobe Systems ( ADBE) when it comes to how it sells technology solutions and IT services to a more targeted audience.

Responsys does that remarkably well. When you visit its Web site you can learn all the details.

The new school of marketing success is target marketing orchestration, and it is worth billions of dollars to technology purveyors such as ORCL. Earlier in 2013 ORCL bought another company that focuses on effective target marketing -- paying just under $1 billion for Eloqua, now the centerpiece of Oracle's marketing cloud.

This gives ORCL more innovative marketing automation and revenue management solutions to help modern marketers target the right buyers, easily execute campaigns, get the best leads to sales and deliver the highest return on its customers' marketing investment.

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