Google recently snapped up Wildfire, a company dedicated to social media marketing.
From the outside it’s quite easy to predict or assume what Google is up to.
The future of the internet is no doubt “social” so Google is just “preparing” and “shaping” the space to be a dominant player.
While before now Wildfire provided social marketing opportunities for marketers on the Facebook platform, that is sure to change. With the acquisition of Wildfire, Google will now profit indirectly from the success of Facebook.
I am predicting Google will in some way integrate its current AdWords, Analytics and Optimizer platforms into Wildfire in some form to offer marketers a one stop tool to online social media marketing.
It’s really getting interesting the way the social enterprise space is shaping up. Just last August, Google snapped up a social media analytics company SocialGrapple as well, with the rumour being that it planned to integrate its analytics feature into Google +.
Buying Wildfire is a very strategic acquisition by Google and it needs to do more of such purchases if it’s not to fall too far behind social – business – media – marketing “juggernaut” Salesforce. Salesforce is practically the ultimate online social marketing company in the world now after its purchase of Buddy Media and the unbelievably remarkably Radian6, the company easily dominates this space.
Social media has caused a major shift in marketing. The “juggernauts” have taken note and the space is shaping quite nicely.
An if you thought the social buzz is a thing for the “Google-like” companies, think again, Oracle recently picked up Virtue, a leading cloud-based social marketing and engagement platform that enables marketers to centrally create, publish, moderate, manage, measure and report on their social marketing campaigns and activities on social media platforms such as Facebook, Twitter, YouTube and Google+.
If that still doesn’t get you, Salesforce CEO Marc Benioff, recently just joined the board of Cisco, Benioff is a cloud man and its obvious Cisco needs some help in that space.
Even, Microsoft purchased Yammer on the 25th of June 2012 so you can rest assure those folks are not sleeping.
What about Apple ? Sorry folks the guys who bought you the iPhone have made no social marketing related acquisitions this year, they have acquired only 2 companies this year so far, one in the area of app search and the other in the area of hardware security.
Facebook as usual for me is the sad case, they have so much potential but as usual they do nothing it seems, they have a number of acquisitions recently, the most obvious being the 1billion for instagram, I really wait to see what becomes of that buy. Facebook really needs some direction,they seem to have peaked, they have not stagnated. They created a platform that became a whole news space, now they sit back and others build tools to leverage on their success.