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Responsys (owned by Oracle) purchased PushIO to expand its cloud-based marketing capabilities, and stay ahead of other incumbents looking to broaden their cloud pitch to CMOs

Responsys (owned by Oracle) purchased PushIO to expand its cloud-based marketing capabilities, and stay ahead of other incumbents looking to broaden their cloud pitch to CMOs

Cloud marketing firm Responsys, which was gobbled up by Oracle in December, has itself acquired PushIO, a small technology company specialising in push notifications on mobile devices and desktops. The acquisition will help Responsys (Oracle) keep pace with other cloud companies looking to bring more focus on mobile and broaden the pitch to CMOs.

Responsys, an enterprise-scale cloud-based B2C marketing firm provides software solutions to manage marketing campaigns, orchestrating the delivery of marketing materials on a range of platforms (email, social media, mobile, etc.).

As part of the deal Responsys will acquire PushIO’s technology for an undisclosed sum and fold its personnel into its Colorado operations.

“We’ve led the industry in developing and delivering truly automated, real-time, personalized and multi-platform push notifications, but our customers are increasingly looking to deliver more tightly coordinated cross-channel interactions,” said Dan Burcaw, co-founder and chief executive officer of Push IO.

“As a result, we believe push does not belong in a silo, but should be part of an orchestrated marketing experience. That’s why we are so excited about our new home at Responsys,” he said.

The acquisition will strengthen Oracle’s bid to gain traction in the cloud-based marketing segment, where it has focused a substantial amount of resource this past year; in addition to buying Responsys this past December for $1.5bn it shelled out over a billion dollars cumulatively to acquire cloud-based marketing platform providers Eloqua in 2012 and Compendium in 2013.

Other IT incumbents are moving to win over CMOs. Microsoft purchased marketing automation firm MarketingPilot a year ago, driving integration with its CRM offerings; Adobe acquired Neolane last summer for $600m to bolster its cross-channel digital marketing capabilities; and at the beginning of last year Salesforce bought ExactTarget in a deal that reportedly fetched $2.5bn.

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