Are we entering a period of massive consolidation in the social listening/collaboration/advocacy space? If we are, Sprinklr seems to be leading the way with their recent acquisitions of Dachis Group, TBG Digital and now advocacy marketing platform, Branderati.
At W2O Group, we are strong advocates (pun intended) of not only an integrated approach but also providing scalable ways to drive customer advocacy. The embedded image below courtesy of Sprinklr and taken from WOMMA data speaks to why it is so important.
Building on this point, Sprinklr’s CEO, Ragy Thomas stated in the recent press release announcing the BRANDERATI acquisition that “with 92% of consumers now trusting recommendations from friends and family more than any form of advertising, advocacy now must take a more central role — not only in marketing but in the overall business strategy.” Obviously platforms like BRANDERATI help harness that power for brands.
For me, the biggest take away here is that smart companies like Sprinklr are starting to connect the dots for brands across the analytics, engagement, paid social and now advocacy front. One stop shopping isn’t for every company but it sure is nice when a firm like Sprinklr can come along and offer a suite of solutions that makes marketers’ lives easier.
Congratulations to the Sprinklr and BRANDERATI teams.