By Tequia Burt
Sprinklr announced that it has acquired social services provider Branderati, which helps brands, agencies and publishers develop networks of influential advocates on Facebook, Twitter and other social channels. Financial terms of the deal were not disclosed.
“While many brands are experiencing less than 10 percent reach across their social platforms, with direct access to their advocate influencers, our clients have experienced as high as 68.5 percent social sharing engagement,” said Mark Curtis, CEO of Branderati, in a statement. “By integrating Branderati’s technology into the Sprinklr social relationship platform, we’re making advocacy a core part of the social stack and giving brands the power to organically recruit brand ambassadors and create scalable influencer programs.”
This is the company’s third acquisition in less than a year. Last month, it announced it would acquire TBG Digital, which helps enterprise brands buy Facebook and Twitter advertising. Earlier this year, Sprinklr acquired Dachis Group, which helps marketers organize and analyze the conversations surrounding their brand on social media, as well as identify important influencers.
These deals provide a peek into the rapid consolidation of marketing platforms in the industry as advertisers seek solutions that integrate disparate systems.
Sprinklr said the acquisition provides it with the ability to continue to build out a fully integrated, enterprise paid, owned and earned media solution. With Dachis, the company boosted its analytics capabilities, while TBG digital enabled it to add a social advertising component. With Branderati, Sprinklr integrates a tool to boost customer advocacy.
“With 92 percent 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,” said Ragy Thomas, CEO of Sprinklr. “Branderati has unlocked the key to sustained brand advocacy at scale and having their technology and know-how on board will mean big things for our clients.”
-See this Sprinklr press release
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Jarrett Neil Ridlinghafer
Founder & CEO/CTO
Synapse Synergy Group, Inc.