MARKETING
8 Discontinued Social Media Channels and Features (+Why They Never Took Off)
What was the first social network you ever joined?
While many people will recall it being Facebook or Twitter, others might remember some of the earlier, less popular social networks. You know, like Friendster, Open Diary, and Orkut?
A lot of these original social networks go forgotten, but that doesn’t make their stories any less important. After all, these networks laid the groundwork for the social media giants we use today.
In this blog post, we’ll dive into the stories of some of the earliest social networks — and why they didn’t stick around.
From Six Degrees to Snapchat: A Brief History of Social Media
One of the first versions of a modern social network is Classmates.com, which launched in 1995 and allowed users to share messages and photos with their childhood and college classmates.
In 1997, SixDegrees was founded based on the theory that people are only separated by six levels of friends and family members. It was the first social platform that allowed users to create and curate profiles and laid the groundwork for online social networking.
Blogging (once called weblogs) came to the scene in 1998 with Open Diary, which included a social networking feature where users in groups could read each other’s writing. Open Diary laid the groundwork for later blogging sites like Xanga and LiveJournal in 1999.
In 2002, Friendster was launched to help circles of friends find one another and communicate online. It paved the way for other sites like LinkedIn (2002), Myspace (2003), and Facebook (2004) to launch networks with similar features, such as Myspace’s Top Eight friends, Facebook friend groups, and LinkedIn connections.
In the late 2000s and early 2010s came Twitter, Tumblr, Pinterest, and Google+, which experimented with short-form and visual content, as well as aggregating and saving content for later consumption. Some of the latest social networks on the scene include Snapchat, Instagram, and TikTok — platforms based on sharing authentic, ephemeral, visual content that requires as few words as possible.
Of course, this is a very brief history — and several social networks were launched and forgotten during this timeline. Needless to say, those networks still played a role in the development of the bigger social landscape we know and use today. Let’s discuss some of the networks we’ve forgotten and why they didn’t stick around.
8 Dead Social Networks You Might Not Remember
1. Vine
Launched in 2013, Vine was a popular video app where users created six-second looped videos. Users could make their content, follow friends and popular creators, and browse trending videos. It dominated social media networks from 2013-to 2016, and many of the popular videos remain relevant in pop culture and memes to this day.
When Did It Fall?
Vine was discontinued in October of 2016.
Why Did It Fail?
Vine ultimately failed because it could not keep up with other growing networks of its day that championed video, like Instagram. Many Vine executives and co-founders were also against monetization and did not want to take sponsors from brands, so creators and marketers moved to platforms like YouTube where they could monetize their content.
2. MySpace
Myspace is a social networking site where users could create a profile page to share their interests, photos, and connect with friends. It also appreciated music, so users could set a song that would play every time a friend visited their profile.
In its prime, Myspace was the most popular social networking site, even surpassing Google as the most visited website in the United States.
When Did It Fall?
In 2011, Myspace’s CEO Mike Jones announced that the platform would no longer try to rival Facebook. It would instead pivot to a social entertainment style site and, while it still exists today, does not remain a fraction as popular as it did in its prime.
Why Did It Fail?
The New York Times cites Myspace’s decline as result of consumers and changing tastes, coupled with the rise and popularity of Facebook.
Myspace also had a change of leadership when bought by News Corporation, and Tom Standage, Deputy Editor of The Economist, said “Its new owner treated it as a media outlet rather than a technology platform and seemed more interested in maximizing advertising revenue than fixing or improving the sites underlying technology.” The site soon became inundated with advertisements, affecting usability.
The site ultimately fell because of a failure to focus on site users and their experience, but instead on monetization and advertisers, which sent consumers elsewhere.
3. Friendster
Friendster, launched in 2002, was the first social network to allow users to create profiles and share content with their contacts. It was also used to learn about local events, pop culture news, and to connect with brands. At its peak, Friendster had roughly 115 million users around the world. The website currently ranks 2,949,342 in global internet traffic and engagement over the past 90 days, according to Alexa.
When Did It Fall?
Friendster rebranded as a social gaming website in 2011. It closed for good in 2015 after Mark Zuckerberg bought Friendster’s suite of social networking patents for $40 million.
Why Did It Fail?
Jonathan Abrams, Friendster’s founder, says “The problem was that Friendster was having a lot of technology problems,” and people could barely log into the website for two years. He adds, “By the time Facebook and MySpace were doing those things, Friendster had lost a lot of market share in the U.S. for stability issues.”
Computer scientists at the Swiss Federal Institute of Technology conducted an “autopsy” on Friendster to uncover its demise, and they cited a disastrous site redesign in 2009 that caused traffic and users to plummet. They also determined that it took much more effort to navigate the platform than the benefits that came from using it.
Friendster also wasn’t widely adopted by users’ friends and families, so their time was better spent on other networks where more of their real-world network was online — namely, on Facebook and Myspace.
4. Google+
Google+, launched in 2011, was a social network owned and operated by Google. It was essentially a way for all Google users to have a central location for all of the actions they took across all of the different Google platforms and services.
When Did It Fall?
The Google+ developer API was discontinued in March of 2019, and the site was shut down for business and personal use in April 2019.
Why Did It Fail?
Low user engagement was a significant factor in Google+’s demise, and the company reported having difficulty “Creating and maintaining a successful Google+ that meets customer expectations,” and said that 90% of user sessions lasted less than five seconds.
In addition, an API update in 2018 potentially exposed the personal information of 52.5 million users to outside developers, and this occurred for six days before being discovered. The Wall Street Journal reported that “The move effectively puts the final nail in the coffin of a product that was launched in 2011 to challenge Facebook Inc. and is widely seen as one of Google’s biggest failures.”
5. Open Diary
Open Diary, founded in 1997, was an online blogging and journaling website that laid the groundwork for features we see on modern blogs, like comments. Writers could add friends and change privacy settings so only specific people would see what they were writing, and it eventually expanded to different topic areas so users could write about a variety of themes.
When Did It Fall?
Open Diary closed in 2014.
Why Did It Fail?
After two major security breaches, falling subscription revenue led the Open Diary team to offer more expensive paid subscription options to recoup its losses. This move instead drove users away towards free alternative blogging sites, like Xanga and LiveJournal.
6. Ping
When he launched Ping in 2010, Steve Jobs referred to it as “Facebook and Twitter meets iTunes.” Ping was a social networking feature within iTunes where users could add friends, follow artists, and look up local concerts. Friends could also preview songs their friends were downloading and listening to.
When Did It Fall?
Ping was terminated in 2012.
Why Did It Fail?
Ping was originally meant to feature an integration with Facebook that would allow users to easily connect with friends and artists they already followed on Facebook, but the partnership fell through. Users were then left with a blank slate on which to build another social network of people to follow.
Additionally, Ping only allowed users to listen to 90-second previews of songs on its network — any longer and they had to buy the song. Since Ping was part of iTunes, it became redundant instead of an enhanced experience. Apple replaced Ping with a better integration with Facebook and Twitter that allowed for easy music sharing.
Many of the features meant to make Ping stand out from the crowd can now be seen on Spotify, where users can connect their Facebook and follow friends, see what they’re listening to, and learn more about their favorite artists.
7. Orkut
After a failed attempt to purchase Friendster, Google launched Orkut in 2004 as a place for people to add friends and share content. Users could view profiles, rate friends, add them to lists, and like their friends posts. At its peak, Orkut had 300 million users around the world.
When Did It Fall:
Google shut Orkut down in 2014.
Why It Failed:
Orkut took hold in a few countries, primarily India and Brazil, but never achieved widespread international popularity. At the time, YouTube and Google+ were outpacing Orkut’s growth, so Google refocused on these platforms in an attempt to compete against Facebook and social media. As such, the Orkut team cited the growth of Google’s other social media assets as a reason to shutter the site.
8. Eons
Eons, launched in 2006, was touted as “Myspace for boomers,” and set age restrictions that prevented anyone under the age of 50 from joining, which was later lowered to 40 in 2008. The site never experienced a huge boom in popularity around its launch and, at its peak, had roughly 800,000 users.
When Did It Fall:
Eons.com shut down in 2012.
Why It Failed:
The age targeting was restrictive for a reason, but this had detrimental effects as the user base was rather limited. It also prevented the site from being widely popularized and, as social media was just coming onto the horizon and wasn’t yet widely adopted, the platform was unable to build a successful network out of such a small user group.
Lessons for Marketers From Failed Social Media Networks
There are several lessons for modern marketers in the stories of these fallen social networks. We’re not saying that you’re always at risk of killing your brand, but keeping these tips in mind may help you maintain and grow your followers and engage with them authentically.
1. Understand your audience.
The most significant factor of success when creating a social media network is creating for the audience that you want to have. For example, you wouldn’t create a text-based blogging site if you’re hoping to attract multimedia creators.
As with all marketing practices, make sure that you have a solid understanding of your audience, who they are, and what they want, so you can create a platform that will meet their needs and keep them on the platform.
2. Meet your audience where they already are.
Many social networks fail because brands try to reinvent something that already works well, or requires extra work for users to be able to participate. For example, Ping wasn’t able to integrate with Facebook, so users had to recreate social networks that likely already existed for them on an entirely new platform.
Instead, meet your audiences where they already are and supplement their experience. Part of Facebook’s success and longevity is due to its creation of an infrastructure where users don’t need to leave Facebook to get things done. It’s grown beyond just a social network into a destination for news, commerce, and content consumption.
Marketers should experiment with new technologies and offerings to keep followers interacting with their brand more, such as creating helpful chatbots, publishing on new forms of media, and trying new strategies like virtual reality or experiential marketing to keep audiences engaged and on a website or social platform for as long as possible.
3. Borrow from your competitors.
Borrow a page from the Facebook playbook and be aware of what your competitors are doing. For example, Vine was forced to shut down because other networks were offering similar features, but did it better and provided more opportunities, like creators who could monetize their content. A recent example
4. Be authentic and not overly self-promotional.
A common thread between Ping and Open Diary’s downfall was the brand’s attempt to monetize. Users didn’t like Ping advertising iTunes music that they could only listen to for 90 seconds, and Open Diary users didn’t want to pay for something that was free on other sites.
Users want an authentic experience on social media to interact with friends, family, and their networks, not logging on to a site and being bombarded with advertisements.
The next time a new social network comes onto the scene, we’ll be here to tell you the story — and predict if it will be here to stay.
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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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