MARKETING
11 Talent Acquisition Strategies to Find the Best Employees
It can be difficult to find the ideal candidate for a specific position — in fact, in 2021, 69% of companies have reported talent shortages and difficulty hiring – a 15-year high.
Regardless of the state of the economy and your talent pool, to succeed long-term, your business should be able to hire and retain the best, most talented employees.
But hiring can be a daunting task, which is why you need a talent acquisition strategy.
Talent Acquisition
Talent acquisition is a long-term HR strategy aimed at fulfilling organizational needs by finding top talent and convincing them to bring their unique skills to your company.
To succeed long-term, it’s critical you attract and retain talented employees regardless of vacant roles. Talent acquisition can help you do this, while solving for long-term organizational needs.
Talent Acquisition vs. Recruitment
Recruitment is used to fill a specific role with a qualified candidate, making it a short-term strategy. Talent acquisition disregards role vacancies, making it a long-term HR strategy that’s used to attract highly-qualified candidates.
Now that you understand what talent acquisition is and how it differs from recruitment, let’s dive into the most effective talent acquisition strategies.
Talent Acquisition Strategies
- Align with your business goals.
- Use data and marketing.
- Expand outreach strategies.
- Build your company identity.
- Emphasize the company’s corporate social responsibilities.
- Increase budget for the DE&I department.
- Offer updated work options.
- Design a competitive and comprehensive benefits plan.
- Promote internal diversity.
- Partner with local universities to build an applicant pool.
- Add other incentives.
Here are eleven critical talent acquisition strategies to ensure you’re finding the best people.
1. Align with your business goals.
Consider your business goals for the next one to five years, and use those objectives to tailor your acquisition strategy to meet those needs. While recruitment tends to focus on filling vacancies within departments, talent acquisition is more about considering how your company is going to expand long term and then finding employees who can help take you there.
For instance, are you planning on expanding into Latin America? If so, perhaps your HR department should focus on attracting candidates with international or regional experience. Or, maybe you’re planning on creating a new product, in which case, your HR efforts should focus on attracting talented software developers and coders.
Certain roles might not even exist yet, but you’ll want to consider what type of talent you’ll need to hit your business’s long-term goals. Remember, investing in the right candidates will pay off for your company, long-term.
2. Use data and marketing to create better acquisition material.
You wouldn’t create a marketing campaign without data, so why should you recruit without it?
Talent acquisition should be treated with just as much importance as any of your marketing campaigns. Convincing people to join your company is just as necessary as incentivizing people to buy your products.
There are plenty of different opportunities to use data to strengthen your talent acquisition strategy. For instance, you might use data to figure out where your top talent came from, and use that information to focus your talent acquisition efforts on certain academic programs or professional networking sites.
Additionally, your HR team should partner with your marketing department to refine job descriptions, career pages, emails, and more.
Using data, you can figure out if certain questions are deterring candidates from filling out job applications, and eliminate those questions. Alternatively, perhaps you’ll find adding images or videos to highlight company culture incentivizes more candidates to fill out job forms. Or, maybe more candidates apply for a job with description A over description B.
By using analytics and data, you’re able to ensure your job descriptions and career pages aren’t deterring qualified people from applying.
Bullhorn is designed to tackle some of the biggest tasks of talent acquisition: recruiting candidates, and sorting through the job pool. Their software was created to streamline applicant tracking systems and improve profitability for any size business.
3. Expand outreach strategies.
To find better talent, you’ll need to expand your sourcing strategies. Different skill sets require different methods of outreach. You’ll find your best marketers in a different place than your best programmers, so you’ll want to diversify your sourcing approach.
Rather than spending all your time on LinkedIn, consider other specialized job boards, academic programs, or networking events where you might find a specific group of talented professionals. For instance, SmartRecruiter is a CRM that is developed for recruiting candidates and coordinating calendars for potential new hires.
It’s critical you identify where you can find the vast majority of your top talent, whether that be professional events, conferences, online forums, or social networks. Then, focus on strengthening relationships and networking with the right people — not only will you grow your pool of potential hires, but you’ll also grow brand awareness for your company, which will help you attract talent in the future, as well.
4. Build your company brand.
Millions of millennials and older Generation Z candidates make up the current job force. This group of potential employees came of age with the internet and social media. In researching your business, these individuals look at social media accounts, websites, and job boards to understand your work culture.
When looking into your company, candidates will have questions. What is the workplace atmosphere? Do their employees look happy? Is there potential for growth? Leverage your current employees and capitalize on the instant broadcast capabilities of your website and social media. Post images and videos of your employees at work. Encourage employees to interact with your company on its platforms. Congratulate employees on internal promotions.
Note the focus on employees. A company that focuses on the well-being of its staff is a place where people will strive to work. Building your company identity to reflect a positive, expanding environment can be an effective tool in your talent acquisition strategy.
5. Emphasize the company’s corporate social responsibilities.
Companies have taken a step back from policies that only benefit them. Your company needs to focus on pursuing its goals while benefiting others. Your company’s corporate social responsibilities (CSR) are a considerable tool for attracting top candidates aligned with your organization’s values and beliefs.
Corporate social responsibilities lead to the betterment of your brand image, workplace culture, and general society. For example, while Ben & Jerry’s is known for its collection of ice cream flavors, the brand also stands out for its long-standing commitment to social responsibilities. Since 1985, Ben & Jerry’s has donated 7.5% of its pretax earnings to social causes like Greenpeace and Vietnam Veterans of America. Since then, the company has supported voting rights, racial justice, LGBTQ+ rights, and more. With a menu item dedicated to its values on the landing page of its website, the ice cream company emphasizes the importance of its CSR.
On the career landing page for your company, your CSR should be immediately noticeable through images and videos throughout the page. If your company focuses on diversity and inclusivity, demonstrate that. If your company stands behind sustainability, illustrate that through your content. Employees rarely want to work for a company that contradicts their values and beliefs. Use your corporate social responsibilities to attract like-minded candidates who will be passionate about working for your business.
6. Increase budget for the DE&I department.
Diversity, equity, and inclusion is critical for creating a successful talent acquisition strategy — in fact, Dan Schawbel a best-selling author and managing partner of a New York City-based HR research and advisory firm says “This year, 70 percent of job seekers said they want to work for a company that demonstrates a commitment to diversity and inclusion.
The face of the workforce has changed drastically in the last fifty years. In 2022, there are more women and minorities applying for jobs, and as stated by Schawbel, the majority of job seekers want to see this reflected in a company.
DE&I training is imperative and demonstrates that your company is willing to stay current and relevant with changing times. To see an ROI on your investment in training, prioritize retention. During the job application process, continue to eliminate biases in resume reviewing. Ways to remove biases include removing names and photos when sourcing candidates, making applications and resumes anonymous before review, and creating a diverse hiring team.
7. Offer updated work options.
The COVID-19 pandemic reshaped the American work model. Talent acquisition specialists adapt their work models to conduct online onboarding versus meeting candidates face-to-face. As the workforce evolves with more technological advances, workers will strive for more work/life balance.
A professional at Goldman Sachs posted a question on the finance message board of Blind, an anonymous professional network. They asked, “Would you rather make $30k more switching to a new job that requires you to work in the office, or would you rather keep your current salary but WFH anywhere after covid?” The network found that 64% of professionals prefer to permanently work from home over a $30K compensation increase. Other professional groups who favored permanent work from home over a compensation increase include Airbnb (71%), Lyft (81%), Twitter (89%), and Zillow Group (100%).
Employees want to work from home. Remote work models lead to higher productivity. On average, workers are 13% more productive when working from home. As technology continues to advance, your company needs to adjust and consider incorporating remote or hybrid work models while also cutting costs in outdated recruitment techniques to funnel the money into talent acquisition software.
8. Design a competitive and comprehensive benefits plan.
When it comes to compensation packages, employees may be willing to accept a lower salary if balanced by comprehensive health benefits e.g. medical, vision, and dental. Employees want good health benefits, and that includes mental health.
Life inside the workplace is not all that matters in talent acquisition. Consider what happens in an employee’s life outside the business. Does your business model allow for a healthy work/life balance? Are your employees able to receive sufficient healthcare? What kind of retirement or investment opportunities do you offer? Potential candidates will ask these questions about your company. It is necessary to provide the answers with a comprehensive benefits plan.
9. Promote internal diversity.
Many industries are dominated by men leading to women feeling underrepresented within the company’s culture. While the number of women in the workforce has increased significantly over the last few decades, men still hold most positions of power. There is also a racial disparity in corporate America. When HR departments create internal coalitions to rally morale, it increases diversity and inclusion efforts from inside the workforce. To build a diverse and inclusive culture, your company needs to give a voice to people from a wide range of backgrounds.
Diversity should be a company-wide model; however, it begins at the top. Educate yourself on various cultural traditions and backgrounds. Create a workplace where different perspectives are valued and voiced. Employees tend to follow the example of their boss or manager, and setting this example can span internal diversity across your company.
10. Partner with local universities to build an applicant pool.
To build a pipeline of potential candidates, companies partner with educational institutions. It helps establish a relationship between students and future employers.
Take IBM, for example. The technology corporation has partnered with The University of Notre Dame, Virginia Tech, and Florida State University to provide access to its systems for teaching and research. IBM has also planned joint-research collaborations with Duke University and Harvard University.
Instead of waiting for interested candidates to come across the company, IBM has started cultivating relationships with potential applicants. This strategy attracts candidates after graduation and boosts company retention.
11. Add other incentives.
Large to mid-size corporations use eye-catching bonuses and employee benefits to compete in a global market to attract top talent within the industry, but financial incentives aren’t the only things that matter.
When talented candidates are comparing companies, they’re going to consider values, culture, and work-life balance, too. By cultivating an impressive employer brand, you’ll attract better talent and find more long-term success.
To succeed with talent acquisition, consider how you can reframe your branding to focus on the best aspects of your company’s values and culture. You might mention your flexible remote policy and other work-life balance perks, or your company’s emphasis on growth opportunities.
It’s important to broadcast these unique attributes through employee review sites like Glassdoor, as well as your “About Us” page on your company website. When highly qualified people are contemplating your company over your competitors, it just might be those reviews that end up convincing them.
A Talent Acquisition Strategy to Find Top Talent
Your pursuit of top talent shouldn’t solely rely on traditional, short-term recruitment strategies like sending LinkedIn messages or attending job fairs. To ensure top talent acquisition and retention, you’ll need to devise a strategic long-term talent acquisition plan.
Editor’s note: This post was originally published in November 2018 and has been updated for comprehensiveness.
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MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
Google + HubSpot. Is it a thing?
This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.
The prospect dismayed some. It delighted others.
But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?
Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:
Why Alphabet may want HubSpot
Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.
The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.
If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.
At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?
At a second glance, it makes a ton of sense.
I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.
All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.
Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.
Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.
When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.
What acquisition could mean for HubSpot customers
I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).
Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.
The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.
But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.
Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.
What marketers should realize
So, what’s my takeaway?
It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.
The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.
It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.
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