Oracle Offers Open API, Partners for Social Media CRM

Call it big data meets social media in the cloud. Oracle Social Cloud is now offering an open API-based media solution that promises choice and flexibility -- and the company is not going it alone.

For starters, Oracle has partnered with social platform leaders Kennshoo, Nanigans and SHIFT -- chosen for capabilities, technology innovation, customer base, scale capabilities and, of course, partnerships with major social networks -- to help customers leverage performance-based, data-driven, targeted advertising at scale.

According to market research firm eMarketer, 2014 will be the year marketers begin to master the art of engaging with media multi-taskers -- often via social. The company predicts social's piece of the digital ad market will approach 12 percent in the U.S. That's up from 8 percent in 2012, and nearly 9 percent worldwide, up from 7 percent in 2012.

An Open Oracle

The software giant is convinced its new solution meets the needs of modern marketers to lay the groundwork to develop an in-depth, open Social CRM strategy. Essentially, Oracle is integrating its Social Relationship Management (SRM) platform with its social platform partners' technology to drive connection and collaboration between content creation and management. The integration also lets users promote content within the partners' ad tech platform.

Meg Bear, group vice president for the Oracle Social Cloud, said the approach signals the company's belief in the power of an open API strategy, In fact, Oracle execs believe it's the best solution to meet its customers' needs to leverage the mountains of data social media generate.

"Through our open API strategy, we can work with leaders in the business and provide our customers a choice in their social advertising technology options," Bear said. "Kennshoo, Nanigans and SHIFT have the industry's premier and comprehensive advertising solutions and represent some of the biggest brands and organizations worldwide."

A Multiplicative...

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