Oracle Social Cloud unveils API strategy

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Oracle Social Cloud has unveiled its open API strategy for paid media solutions to deliver customers more choice, flexibility and ongoing expertise for their paid social media capabilities.

Delivering on the needs of modern marketers, the open strategy lays the groundwork for marketers to develop comprehensive social customer relations management, says Oracle.

"The new strategy delivers integration between Oracle's social relationship management (SRM) platform and the partners' technology to enable connection and collaboration between content creation and management in SRM to promoting that content within the partners' ad technology platform," notes the organisation.

To Meg Bear, group VP, Oracle Social Cloud, this strategic approach signals Oracle's belief in the power of an open API strategy. "We believe this is the best solution to meet our customers' needs to leverage performance-based, data-driven, targeted advertising at scale," she says.

"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. Software company Kenshoo, strategic marketer Nanigans and marketing platform Shift have the industry's premier and comprehensive advertising solutions and represent some of the biggest brands and organisations worldwide."

Kenshoo, Nanigans and Shift were chosen based on criteria including platform capabilities, technology innovation, strategic partnerships with major social networks, customer base and scale capabilities.

According to Oracle, some key advantages to the API partner strategy include comprehensive analytics that will be available to users through SRM and partner sites, helping users understand the metrics and results behind paid, owned and earned content.

The organisation mentions that the SRM's workflow functionality will enable better co-ordination and conversation between the community manager and the agency or media manager, facilitating a more efficient and effective use of the owned, earned and paid media equation.

According to market research company eMarketer, 2014 will be the year marketers begin to master the art of engaging with media multitaskers - often via social. eMarketer predicts social's slice of the digital ad pie will approach 12% in the US, up from 8% in 2012, and nearly 9% worldwide, up from 7% in 2012.

As marketing moves increasingly toward becoming real-time and right-time, enterprise marketers need to be able to quickly and seamlessly create varied content often with multiple agencies or employees involved, concludes Oracle.

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