The social media management and marketing (SMMM) applications market is evolving rapidly and established providers are in a state of evolution and product refinement, while new providers are coming to market seeking niche opportunities.
IDC MarketScape: Worldwide Social Media Management and Marketing (SMMM) Applications Market 2015 Vendor Analysis evaluates the offerings and prospects of nine vendor’s relative capabilities. The vendors included in the analysis are Adobe, Hearsay Social, Hootsuite, Lithium, Oracle, Salesforce, Shoutlet, Spredfast and Sprinklr.

The IDC MarketScape methodology shows a close race among the nine vendors with all the providers being placed in one of the two highest categories – Leaders and Major Players. No provider placed in either the Contenders or Participants categories. IDC expects this market to remain ultra-competitive over the next 12 to 18 months with changes in the providers’ relative market positions as products continue to evolve in response to both market and customer demands and providers compete from their individual vantage points.

“Our analysis shows that strengths in the social media management and marketing applications market relate to the vendors’ product functionality, including mobility and globalization, portfolio offering and roadmap strategy, innovation and pace of productivity in R&D, growth strategy execution, and customer service,” says Mary Wardley, research vice-president: CRM applications and customer experience at IDC.