Oracle Buys Involver, CRM Wars Shift to Social Media
Oracle (NASDAQ: ORCL) has acquired Involver, a social media platform that powers marketing at Target, Facebook, Razorfish and Best Buy. Strangely, an Oracle webpage describing the deal appears to be offline as of 7:00 p.m. ET on July 11 — but Involver’s own blog continues to confirm the deal. Here’s why Oracle PartnerNetwork (OPN) Specialized VARs should care.
According to Involver:
“The combination of Involver with Oracle is expected to create the most advanced and comprehensive cloud-based social solution, across marketing, sales and service touch points.”
The company claims to serve developers, market strategists, designers, media buyers, community managers and agency leaders.
For OPN Specialized partners, the Involver buyout is a timely reminder that customer data and sales-driven software are moving far beyond the traditional relational database and CRM (customer relationship management) markets. From Big Data management to Social Media Engagement, Oracle and its rivals are seeking ways to help customers build stronger B2B and B2C (business to business and business to consumer) links.