Customer engagement platform Astute has acquired social media marketing platform, Socialbakers. The acquisition will allow global brands to manage research, content, engagement, social listening and VoC (Voice of the Customer) in a single software-as-a-service (“SaaS”) platform.

Socialbakers’ AI-powered social media marketing platform is used by more than 2,500 enterprise and mid-market brands around the world. Socialbakers’ SaaS platform enables brands to reach and engage with audiences across social media channels via one unified platform. With consumers spending increasingly more time discovering content, engaging with brands, and purchasing products online, social media has become a key channel for brands to deliver exceptional customer experience, from the first touchpoint to post-purchase care.

Astutes current AI-driven solutions cover a broad range of applications, including an omnichannel customer engagement platform, Voice of the Customer, and customer relationship management systems. The company has been supporting global brands’ customer experience improvement initiatives for 25 years.

“The lines between customer care, customer experience, and marketing have become increasingly blurred, presenting real challenges for companies,” said Mark Zablan, CEO of Astute. “Combining the market-leading social media marketing capabilities of Socialbakers with Astute’s engagement suite not only helps our customers tackle this challenge more effectively, but also marks a major milestone along Astute’s journey towards becoming the end-to-end customer engagement platform that the Chief Customer Officer needs to succeed.”