Is Google Threat to Social-Media Marketing?
Google is putting out its Wildfire. The seemingly harmonious relationship between the search engine giant and the social software platform is has come to an end after a partnership that lasted about 20 months.
As a part of Google, Wildfire's aim was to help businesses improve their social media marketing
efforts. Google's interest and investment in Wildfire legitimized social media
marketing in the eyes of many observers.
Google has its reasons for its loss of interest in Wildfire, but it should not signal marketers that content marketing campaigns are useless. Ads are no good without a solid content basis behind them. That said, creative and integrated campaigns that drive consumers to social channels and encourage them to interact with brands are tough to pull off without some serious strategy behind them...