target audience: TECH BUYER Publication date: Dec 2024 - Document type: IDC MarketScape - Doc Document number: # US52040424
IDC MarketScape: Worldwide Social Marketing Software for Growth Companies 2024–2025 Vendor Assessment
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Abstract
The IDC study evaluates social marketing solutions tailored for small businesses with fewer than 1,000 employees. The industry has matured significantly, with leading social marketing platforms transforming into comprehensive tools that offer multiple functions and channels for the entire front office. Artificial intelligence (AI) is increasingly integrated into the user experience, enhancing areas such as content creation, audience selection, performance optimization, and offer recommendations. This evolution underscores the vital role of social media as a growth channel for small and medium-sized businesses (SMBs).
SMBs, known for their agile nature and founder-centric personalities, have a unique opportunity in the social space to provide authentic and timely interactions that cultivate strong customer relationships. To capitalize on this potential, SMBs must prioritize social marketing as a distinct category and invest in sophisticated targeting, reporting, and campaign management capabilities.
"Social media has transformed from a free, nice-to-have trend into an essential marketing strategy for small and medium-sized businesses. As social channels increasingly outpace traditional marketing tactics, it's crucial for SMBs to prioritize social marketing as a distinct category, rather than an afterthought. Investment in modern social media tools is a critical part of the SMB martech stack to drive targeted campaigns and outpace larger competitors in today's dynamic marketplace," said Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications.