Description
Outsell’s new report takes a close look at the colliding worlds of PR Solutions and Social Media Marketing and Monitoring markets, each expected to reach $3 billion in size in 2017.
What will the near-term future hold for companies in each of these segments? For starters, the overlap, in terms of capabilities over recent years, is giving rise to a new market segment — the Marketing Communications Platform. Over time, this new platform will complement, not compete with today’s marketing clouds to provide a comprehensive brand monitoring and measurement experience, meeting the needs of PR firms, chief communications officers, and social marketing teams.
The PR, Media, Social, and the Emergence of the Marketing Communications Platform report also examines the approaches, relationships, and areas of focus of the companies offering and developing solutions for PR and digital marketing teams, paying special attention to independent companies and not big enterprise marketing cloud vendors. It identifies holes in existing coverage, competitive threats, likely disruptions, and offers insight on what the competitive response must be for continued growth.
Marketers and media companies looking to utilize these services or those looking to invest in these segments will find what they need to stay relevant as these segments continue to mature.
Methodology
Outsell applied its proven mix of expertise and proprietary data to establish our view of these market segments. We conducted a series of fifteen interviews with providers of PR Solutions and Social Media Marketing and Monitoring capabilities. This included those that provide traditional media monitoring services as well as PR distribution, social listening, engagement, analytics, and advertising. We supplemented this primary research with data collected from a variety of online sources. Finally, our recipe included a healthy dose of the unparalleled insight we gain through our daily conversations with thought leaders and executives throughout the information industry. The market sizing of the PR Solutions and Social Media Marketing and Monitoring segments in this report is based on an extensive assessment of companies in each, and supersedes previous data reported.
Table of Contents
Why These Segments?
Methodology
Segment Definitions and Principles
PR Solutions
Social Media Marketing and Monitoring
PR Solutions Segment Size, Forecast, and Outlook
Notable PR Solutions Acquistions
PR Solutions Providers Mapped to Marketer Needs
PR Solutions Market Drivers
PR Solutions Competitive Landscape
PR Solutions Disruptive Forces
Social Media Marketing and Monitoring Segment Size, Forecast, and Outlook
Notable Social Media Marketing and Monitoring Acquistions
Social Media Marketing and Monitoring Providers Mapped to Marketer Needs
Social Media Marketing and Monitoring Market Drivers
Social Media Marketing and Monitoring Competitive Landscape
The Emergence of Marketing Communications Platforms
10 to Watch
Summary of Findings
Essential Actions
Related Research
Tables
Table 1. Outsell’s Marketing Services and Martech Segmentation
Table 2. PR Solutions Sub-Segments and Capabilities
Table 3. The Seven Barcelona Principles
Table 4. Social Media Marketing and Monitoring Capabilities
Table 5. David Moncur’s 11 Social Media Principles to Help Guide PR Agencies
Table 6. PR Solutions Segment Size and Forecast (in $Millions)
Table 7. Top 10 PR Solutions Players, 2015
Table 8. Major Acquisitions by PR Solutions Providers 2010-2016
Table 9. Social Media Marketing and Monitoring Segment Size and Forecast (in $Millions)
Table 10. Top 10 Social Media Marketing and Monitoring Players, 2015
Table 11. Major Acquisitions in PR Solutions 2010-2016
Figures
Figure 1. Cision’s Ascendance
Figure 2. Mapping Marketer Needs to PR Solutions Providers
Figure 3. PR Solutions Providers Listening Channels
Figure 4. PR Solutions vs. Social Media Marketing and Monitoring
Figure 5. Mapping Marketer Needs to Social Media Marketing and Monitoring Providers
Figure 6. Social Media Marketing and Monitoring Providers Listening Channels
Figure 7. Marketing Communications Platforms
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