ExactTarget (ET +4.5%) is rallying on news of Oracle's (ORCL +0.3%) deal to acquire cloud...

|By:, SA News Editor

ExactTarget (ET +4.5%) is rallying on news of Oracle's (ORCL +0.3%) deal to acquire cloud marketing rival Eloqua (ELOQ +31.1%). Oracle's purchase comes a few months after it snapped up social media marketing plays Vitrue, Collective Intellect, and Involver. The purchase could allow Oracle to offer a more comprehensive marketing solution (for now, anyway) than Salesforce.com (CRM), which (relying on Buddy Media) recently launched its social media-focused Marketing Cloud suite. GigaOm notes Eloqua has 1,200 customers for Oracle to cross-sell to.