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Posted by Zach Hofer-Shall on December 15, 2010
After an entire month without any acquisitions in the social media data space, there is no excuse but to get back to normal blogging. I assume I'll be back to posting on M&A again soon, but in the meantime I've been busy working on some big research and now it's finally ready to show off. Today we've published "The 2011 Listening Platform Landscape," a report aimed at helping Marketing and Customer Intelligence professionals navigate a crowded and fragmented array of social media data tools and technologies.
The inspiration for this report was easy: vendor selection is the single most popular topic from clients this year. Forrester clients know they need help managing online conversation, but don't know where to turn for that help. In the last six months alone I've spoken with over 100 companies about finding the right listening platform partner. And with hoards of competing vendors (thanks Ken Burbary for helping put together such a comprehensive list!), buyers across the board face challenges finding the partner(s) that best fits their listening needs. This report breaks down the market's fragmentation and helps Customer Intelligence professionals shortlist vendors based on their listening requirements.
After months of briefings with platforms and interviews with buyers, we found:
I fully expect these technologies to further their evolution greatly in 2011, as well as more vendors to enter the market (both startups and technology behemoths), making this space even more confusing to navigate. But by leading the selection process with your goals and identifying the right subgroup for your requirements, you will find the right vendor for the job.
As always, I'm interested to hear your feedback. So if you get a chance to read the report, let me knowwhat you think here in the comments or on Twitter @znh.
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