Before the end of 2012, Oracle made waves with its $871 million acquisition of cloud-based marketing automation company Eloqua. Whether Oracle’s acquisition of Eloqua is a boon for marketers or not is yet to be seen. “What most marketers can agree on is that Eloqua’s future success hedges on how Oracle plays its hand. Whatever happens with Eloqua, expect the acquisition to have major implications on the market itself.” Regarding how others like Salesforce will react, Robert Rose of the Content Marketing Institute says Oracle’s move may spark more consolidation in the marketing automation, content management, email marketing and social marketing industry. “I’d watch for a lot more acquisitions in this space in the early part of 2013.” One important takeaway for marketers is that technology is just an enabler to help you get to a higher level of marketing. Process and strategy are still the main drivers of success. (Content Marketing Institute)
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