Today’s announcement highlights the race between vendors like Oracle and Salesforce.com, (which bought Vitrue rival Buddy Media) to offer solutions that allow companies to deepen their relationship with customers, observes Jake Wengroff, head of the social media practice at research firm Gleanster.
“Oracle is clearly chasing a new department and professional category -- marketing, media, communications -- one that is perhaps unfamiliar with Oracle's existing key strengths,” Wengroff said.
Meanwhile, Salesforce.com CEO Marc Benioff recently said his company’s new goal is to help clients become “customer companies.”
“A customer revolution is the next logical place in this industry. We are going to connect with customers in entirely new ways," Benioff said at a keynote address in New York last week.
An interesting side note of the Oracle/Salesforce.com rivalry involves the marketing automation firm Eloqua, which was acquired by Oracle last December. While Oracle has indicated that it will integrate Eloqua’s marketing capabilities into its SRM product, it has also said that customers will be able to continue using other vendors’ products on Eloqua’s platform.
“We have a very strong relationship with Salesforce,” Jody Mooney, Eloqua senior product manager, told AdExchanger. “Eloqua has an agnostic support for other systems and like [Oracle applications executive Steve Miranda and Eloqua CEO Joe Payne] explained during a webcast nearly two weeks ago, that isn’t changing.”