The largest maker of online sales management tools, Salesforce.com Inc, has announced it would purchase ExactTarget, the marketing software maker. The price of the said purchase would be US$2.5 billion and the acquisition would help companies reach out to consumers through social networks on mobile devices.
This is the biggest ever transaction for Salesforce.com and its eighth consecutive in the past year. This is the company's second purchase done that focused on social media as it previously acquired Buddy Media. This start up assists in the management of Facebook and Twitter pages last August 2012.
ExactTarget offers marketing software that can be used over the Internet by businesses to customize e-mail and text messages as well as run social media campaigns. Currently, the company has 6,000 clients such as Coca-Cola Co., Gap Inc, and Nike Inc.
Many investors though, did not look too kindly to the acquisition done by Salesforce.com. This pushed share values down by as much as 5% in early day trading.
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