And the Rich Get Richer: Sprinklr Acquires Branderati

Posted by: in Advertising, Analytics, Connected Content, Innovation, Integrated Communications, Software, Technology, Thinking Creatively, Thought Leadership, twist, W2O Group on September 3, 2014

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.

Social Advocacy Market Data

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.

By: Aaron Strout

Aaron is the President of WCG, one of the three agencies under the W2O Group umbrella. He is a regular contributor to Marketing Land and a co-host of video podcast, Live from Stubbs.

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Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

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