Dear God, Oracle is at it again — It’s buying Responsys for $1.5B to bulk up its marketing cloud

Gigaom

Oracle(s orcl) continues to build its marketing software arsenal, announcing  plans on Friday to acquire Responsys, a San Bruno, Calif.-based specialist in multi-channel marketing for about $1.5 billion in cash.

The deal is further evidence that Oracle is bent on upping its rivalry with Salesforce.com(s crm), a big customer but increasingly a competitor to Oracle not just in CRM but in marketing automation and affiliated fields. Oracle bought Eloqua, a marketing automation specialist for $871 million in a deal announced exactly one year ago. Salesforce.com followed with the blockbuster $2.5 billion buy of ExactTarget in June. Adobe Systems, another horse in this race, bought Neolane for $600 million a few days after the ExactTarget deal.

In a statement about the deal, Oracle said:

“The addition of Responsys extends Oracle’s Customer Experience Cloud, which includes Commerce, Sales, Service, Social and the Oracle Marketing Cloud. By bringing together Responsys and…

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