Seven Facebook Preferred Marketing Developers were called out by Forrester Research in its latest report, The Forrester Wave: Social Advertising Platforms, Q4 2013, with Kenshoo crowned as the category leader, joined by Salesforce.com, Marin Software, Unified, Shift, Optimal, and Nanigans.
Forrester Research said of Kenshoo:
Kenshoo laps the pack in current offering and leads in strategy. Kenshoo, the sole leader in our study, is the surest option for a mainstream marketer looking to invest in social advertising. Even though it has one of the smallest user bases, both in terms of number of customers and social advertising dollars spent through the platform, its customers were extremely satisfied with it, giving it an impressive five out of five points on all eight customer-satisfaction questions. Customers especially praised its analytics, reporting, and optimization capabilities, as well as its ability to combine search and social advertising data. Kenshoo has aggressively expanded its partnerships and integrations for tools it has not built itself, including partnering with Shoutlet, Spredfast, and Tigerlily for social relationship and listening, and with a wide range of marketing automation and customer-relationship-management vendors. As of now, only its Facebook ads are fully self-service, and it requires managed services to run ads on Twitter or LinkedIn.
As for the other PMDs, Forrester Research mentioned:
- Salesforce.com: The researcher called it a “jack of all trades” with an easy-to-use platform.
- Marin Software: Its search-advertising solutions were cited for analytics and optimization.
- Unified: The company was touted for its strong cross-platform capabilities and attention to the fundamentals.
- Shift: Collaboration tools and partnerships were cited as its strong suit.
- Optimal: Social reach across multiple platforms and in brand marketing were mentioned as Optimal’s strengths.
- Nanigans: Its narrow focus on optimization, analytics, and services was cited.
Readers: Did any of Forrester Research’s findings surprise you?