target audience: TECH BUYER Publication date: Nov 2024 - Document type: IDC MarketScape - Doc Document number: # US52038924
IDC MarketScape: Worldwide Social Marketing Software for Large Enterprises 2024–2025 Vendor Assessment
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Abstract
This IDC study assesses the state of social marketing solutions for large enterprises (1,000+ employees). The industry has consolidated, and leading social marketing solutions have rapidly evolved into platforms that have multiple social functions and channels that can serve the entire front office. In addition, AI is becoming ubiquitous throughout the user experience from content creation to audience selection, recommendations for offers, optimizing performance, and more.
“As buyers seek trusted sources to guide their purchasing, social marketing is becoming increasingly important — as long as it is perceived as authentic,” said Gerry Murray, research director, Enterprise Marketing Technology Practice, IDC. “Social media is critical to scaling brand presence and personalizing customer experiences. Scale is important for optimizing brand exposure to LLMs and other AI tools buyers will increasingly use to support product discovery, consideration, and purchase. Personalization is critical to sustaining customer satisfaction across touchpoints, so customers feel the brand is always acting as one regardless of which department or system handles their next interaction. Modern social marketing solutions deliver on both fronts.”