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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.

 

The above table is part of Outsell's PR, Media, Social, and the Emergence of the Marketing Communications Platform report. 

 

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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