Sprout Social Argues Brands Should Take Social Positions

“New Study Reveals Socially Conscious Brands Have An Edge With Consumers” reads the headline from social media management vendor Sprout Social. That’s odd, because we’ve previously reported other studies like this one from Bambu have found the opposite. Indeed, Sprout’s own results are more mixed than their headline suggests. Sprout highlights finding that more people will praise a company they agree with (28%) than criticize one they disagree with (20%). But they don’t mention that more people reduce purchases when they disagree with a company (53%) than increase purchases when they agree (44%). Liberals are more likely than conservatives to want brands to take a stand and to take positive or negative action based on whether they agree. So taking a liberal position is safer.

More News

Next Article

Evergage CDP Adds Personalization to One Step Retail Solutions In-Store Systems

January 15, 2018

The National Retail Federation’s big trade show kicked off in New York yesterday. This would usually generate a flood of news but so far it’s more of a trickle. Here’s one item from a CDP vendor: Evergage announced an alliance with in-store tech vendor One Step Retail Solutions and retail marketing agency Sophelle. They’ll use Evergage’s data unification and real-time personalization to gather data from One Step systems and to provide those systems with personalized messages.

CDPI Newsletter
Previous Article

Sprinklr Adds Social DMP to Build Audiences

January 11, 2018

You know who else isn’t a CDP? Sprinklr. They’ve added a “Social DMP” to the social advertising module of their social media management system. Their language is distinctly CDP-ish: “Quickly unify unstructured CRM lists, offline data, and streaming data across multiple databases and any social channel”. But look closer and you see they’re creating audience segments, not tracking individuals. That’s what distinguishes DMPs from CDPs. Kudos to Sprinklr for getting the name right.

CDPI Newsletter
Featured Article

Salesforce Connects AI-Based Marketing Apps with Data from CDP and Google

June 8, 2023

Salesforce kicked off its big Connections conference yesterday, and if you’re surprised the focus was on generative AI, you haven’t been paying attention.  Still, the focus this time was on marketing applications that draw on Salesforce CDP data, so it’s right up our alley.  They also announced direct access to Google BigQuery data, ticking the “zero-copy” box as well.

CDPI Newsletter