©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
It’s not about listening to customers, or even communicating with them. The future of social marketing is now all about collaboration
It’s hard to escape hearing about social marketing platforms being acquired by major tech players these days. In May, Oracle purchased Vitrue for $300 million, in June, Salesforce scooped up Buddy Media for $689 million, and in July, Google joined in, acquiring Wildfire for $250 million. In the past year we’ve reached an inflection point within the social marketing industry. With these three tech giants gobbling up companies, it doesn’t seem to be slowing down–but what comes next?
Before we go there, let’s briefly take a look at how we got here.