Oracle Corp. is merging marketing software for companies it has recently purchased to develop a unified marketing suite targeted against offerings of and other rivals.

Marketing has evolved into a very lucrative area for enterprise software makers and Oracle is aiming to differentiate itself from most vendors in a number of ways which includes making it easy for customers integrate data sources and enterprise applications with the marketing cloud, according to John Stetic, vice-president of products for Oracle’s Eloqua division.

Eloqua is a marketing automation vendor that was bought by Oracle in 2012. The purchase was followed by the acquisition of content marketing software company Compendium and Responsys.

Product teams from each companies will align release cycles for all their products, said Stetic.

He said Oracle is releasing a series of updates to Eloqua that includes easy-to-use tools for creating campaigns, new analytics and better language support.

Eloqua will also have new role-based access controls and single sign-in features.

He said this approach will enable marketers to execute their campaigns faster rather than having to wait for the IT department’s assistance.

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