Oracle buys Involver less than 2 months after Vitrue acquisition

Marketing hardware and software corporation Oracle today announced an agreement to acquire social marketing platform company Involver for an unknown sum.

The acquisition shows Oracle’s bullishness on social media marketing and sales. At the end of May, the company announced it would buy social management platform Vitrue. With Involver, Oracle gains a strong technology-focused team and platform, but it still lacks a social advertising component.

Involver, which had raised a total of $11 million in venture capital, was an innovator with its Social Markup Language, a system that enables front-end developers to code apps more efficiently. In April, Involver expanded SML to include a visual tool that doesn’t require coding at all. Marketers can drag and drop widgets, like videos, photo galleries or contest forms, onto a canvas that can be used on Facebook tabs, websites and mobile landing pages. The company also offers app templates and a cross-platform publishing tool.

Still, Involver is a somewhat surprising acquisition because Vitrue also offers a conversation and application management platform. Oracle may be too focused on tabs at a time when tab application views and usage are declining. Unlike Salesforce, which bought Buddy Media, Oracle has not bought a company with Ads API access. Involver recently made some efforts toward integrating with other ad platforms through its Engagement Optimization API. This allows Involver apps to pass optimization data to a customer’s ad platform of choice, but increasingly marketers will have to run Facebook ads to promote their posts, not just their applications.

Overall, the world of social marketing solutions is consolidating as many companies look to provide all-in-one solutions and the social players are being absorbed by larger technology companies. Salesforce announced last month that it would acquire social media marketing platform Buddy Media for $745 million in cash and stock. In January, Adobe bought Efficient Frontier for $400 million. Microsoft, SAP, IBM and others are likely looking to acquire social marketing platforms. Wildfire is a likely next target.

The Oracle-Involver deal is expected to close later this summer.

Sponsored Post

Hands-On Social Media Training for Beginners

Social Media 101
In our Social Media 101 boot camp, you’ll determine the social media sites that matter most to you, based on personal and professional goals. Starting May 13, you will learn the best practices for using Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram and Tumblr, along with complete personal profiles on each site. Register today!

Leave a Reply

interested in advertising with inside facebook?

Social Media Jobs
of the Day

Digital Strategist

New York, NY

Managing Editor, Pediatric News

Frontline Medical Communications Inc.
Rockville, MD

Community Manager

National Center for Learning Disabilities
New York, NY

Social Media Manager, Epicurious

Conde Nast
New York, NY

Creative Content Maker & Technologist

Chicago, IL

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us