“We’ve taken significant market share [from] companies we competed with [several] years ago, like Radian6 and Crimson Hexagon, when we were known for earned media tracking,” he said. “Our advertising module is a quickly maturing part of our platform. Our vision is to give clients an understanding of where and how to spend their media dollars.”
Sprinklr’s move into paid media stems from acquisitions it made over the years, including social marketing agencies like Dachis Group and TBG Digital, data visualization tools like Postano as well as Booshaka, an audience segmentation tool that helps connect marketing automation and social platforms.
Sprinklr claims it competes with marketing clouds like Oracle and Salesforce, though it’s solely focused on social.
Sprinklr also aims to power a brand’s content marketing efforts on platforms like Facebook and Weibo, whether those assets are text, rich media, images or videos.
“We think the biggest development in advertising in the past few years was the rapid rise of sophistication in social targeting, which gives you guaranteed reach,” he said. “Email and data [are conversations] we can have in 12 months, but right now, we’re actively focused on adding more global 2000 brands as clients.”