MARKETING

Why we care about AR and VR: A guide for marketers

Published

2 years ago

May 25, 2022

If there ever were a golden word in marketing, it’d be evolution. As consumers access more advanced technology, old marketing strategies fail to impress them. This is why modern marketers need to adapt to the constantly changing media and technology landscape to appeal to customers.

Two innovations marketers should stay abreast of are augmented and virtual reality devices. Although their marketing applications are still growing, both these tools are already being used in many ways. For example, AR is being used to let buyers see what furniture would look like in their homes.

Likewise, marketers should also ensure accessibility and interoperability with other more traditional experiences. Not to mention, as concepts like Web3 and the metaverse start to become more mainstream, these technologies will play a much larger role.

While the marketing applications of both are still emerging, these experiences are being tested in a host of ways that customers are beginning to have exposure to. For example, online shopping experiences are becoming more augmented through smartphone apps.

This article will discuss the ideas behind these two technologies, their differences, and the various outcomes that can emerge through using them. We’ll cover:

Estimated reading time: 11 minutes

What is augmented reality?

Augmented reality (AR) is a self-explanatory term— it is a tool that augments or enhances our perception of our physical surroundings. It helps bridge the gap between the digital and the physical world by overlaying digital elements in our immediate environment.

This data overlay can range from simple elements such as the lines displayed in a car’s rear-view camera while reversing to more complex product presentations for B2B clients.

With its significant interactive and engaging learning potential, it’s no surprise that the demand for AR has been exponentially increasing. As of 2021, AR’s market size was $6.12 billion, but it is expected to rise to a whopping $97.76 billion by 2028 at a CAGR of 48.6%.

What is virtual reality?

Virtual reality (VR) uses devices like VR headsets to create a completely immersive digital experience for users. Unlike AR, which combines digital elements with our real surroundings, VR offers a virtual replacement for our physical environment.

The idea of VR has been around for a pretty long time now. In fact, it debuted in the 1950s with Morton Heilig’s Sensorama and has been a staple of science fiction since the early 1930s. Modern VR, however, is still in its infancy.

That being said, the potential uses of VR are limitless. It has found applications in healthcare, entertainment, automobiles, education, and many other industries (we’ll get into specific cases later). The VR market is expected to reach $84.09 billion in 2028 at a CAGR of 44.8%.

The differences between AR and VR

Although there are some overlaps between AR and VR applications, these technologies serve different purposes. AR seeks to enhance and add to the way we perceive our surroundings, while VR attempts to replace it altogether. However, it is important to note that AR and VR are not competitors; they complement one another.

It might be more cost-effective to use AR for some purposes than VR since the former does not require any additional devices or headsets and can often be operated through a regular smartphone.

customer interacting with VR marketing campaign

Examples of AR and VR

Both AR and VR find applications across many fields. This section will highlight some of their use cases across industries.

Augmented reality

AR in retail. Augmented reality tools can be used to recreate a 3D model of the item that customers wish to purchase. This 3D image can then be inspected in detail to provide customers with a better insight into the product.

Harley-Davidson is already leveraging augmented reality technology to enhance its customer experience. They have developed an AR demo offered in-store that lets users create photorealistic versions of vintage motorcycles. This app was created by Theia Interactive and is powered by Unreal Engine. Customers can zoom into the individual parts of the bike to look at a 3D-rendered model of them in a real-world environment.

AR in architecture and design. Architecture and design experts are using augmented reality tools in various stages of the production and development process. Apps like ARki can help non-architects understand the dimensions and layout of a building in the project planning phase by rendering a 3D model of the space.

AR apps like Fologram improve real-time collaboration between on-site project managers and construction experts by enabling virtual meetings. Fologram can also act as a replacement for blueprints on construction sites by displaying the underground layout of the area, including pipelines and electrical wirings in 3D.

brands using AR to design infrastructure

AR in tourism. Augmented reality also holds a lot in store for the travel industry. It allows tourists to enhance their experience and perception of their surroundings by providing extra information about the place by simply scanning where the person is.

Apps like City Guide Tour are already making this dream come true. The app uses object recognition to provide information about popular attractions like museums, historical sites, and galleries. And all of this without the hassle of hiring a tour guide or looking everything up online.

AR also allows travel agents to immerse their clients in the location they want to visit. Potential tourists can take a walk through the streets of Paris and see what cafés they might want to visit or even compare it to the sunny beaches of Ibiza to decide where to go for their next vacation.

Virtual Reality

VR in the automobile industry. Virtual reality devices enter the automobile market at two junctions— at the planning stage of the vehicle and when the customer is purchasing it. In both situations, the parties involved benefit from the ability to visualize the product up close without having the car with them physically.

While companies like Jaguar have been using VR to create prototypes of cars for over a decade, Ford has also recently revamped their design process to trade in 2D drawings for 3D VR models. This helps manufacturers cut down on the overhead costs as well as the time taken to design a car.

Other automobile giants like Audi and Volkswagen have gone the Harley-Davidson way by allowing their potential customers to virtually sit inside the car they want to buy.

VR in psychology and mental health. As the emphasis on mental health grows, so do the tools that doctors have at their disposal. VR has emerged as a method for treating post-traumatic stress. People enter a re-enactment of the traumatic incident through a VR device to attempt to reconcile with the memory and start the healing process.

Similarly, VR can be used to treat other mental health disorders like anxiety and depression. It allows patients to confront their issues in a virtual environment without having to come in contact with the things they fear.

UW-School of Medicine and Public Health is already researching the potential of VR to treat teenage mental health disorders. The study involves getting participants to play a video game that allows them to control their breathing patterns. These researchers then use the data to identify children who are most in need of care.

VR in the sports industry. Many athletes are now using VR to enhance their performances on the field. VR is mainly used as a training aid in sports like golf, athletics, football, and cycling. It can be used to gauge the technique and overall performance of an athlete to help them improve their game.

NFL and college football teams are already integrating VR into their regular training schedules. It helps coaches and players recreate scenarios virtually to learn from previous instances. Additionally, even NASCAR drivers and professional soccer teams are using VR to retrace their mistakes in games.

VR can also be used to design better and more efficient equipment for sports. By using the technology to study stress patterns and durability of sporting equipment, companies can improve their products to better suit the athletes’ needs.

There are many tools available to you online that can be used to develop AR and VR-based applications. However, you need to consider the kind of product you wish to market to decide which software you should use.

For example, your choice will vary depending on whether you want to develop marker-based apps or location-based apps, etc. So, you must choose the correct AR/VR software development kit (SDK) for your needs.

Here are some SDKs that may be useful to your brand.

Vuforia. Vuforia is one of the highest-rated AR SDKs that frequently feature on lists of the best SDKs on the market. There are several products under Vuforia, including Vuforia Engine, Studio, and Chalk.

The added advantage of this SDK is that it allows the creation of both marker-based and markerless augmented reality applications. Marker-based apps are those which need to scan a physical marker like a barcode or a tag to trigger an AR experience.

Wikitude. Wikitude is an SDK that can be used to develop location-centric AR experiences. It allows users to integrate geolocation and cloud recognition software into the app. Wikitude allows 3D location, image recognition, and tracking. It also enables video overlay and can be used on smart glasses.

Apple ARKit. Apple’s ARKit was introduced back in June 2017, along with the launch of iOS 11. Since it has been tailor-made for Apple devices, it can be used to create apps for iPhones and iPads as long as they have an A9 processor or better.

It is an extremely versatile tool that allows developers to create applications that allow for 2D image detection and tracking, recognition and placement of 3D objects, facial tracking, and detecting planes.

ARKit’s software uses a camera sensor and other auxiliary data to analyze user surroundings for motion tracking. It is also easy to understand as Apple releases updated tutorials for every new iOS update.

Unity 3D. Unity 3D is a tool used to create VR environments accessible to professionals and amateurs alike. Its popularity and intuitive display make it easy to learn, and its vast array of 2D and 3D assets saves time and effort in creating new characters and landscapes.

Since Unity has a large user base, most issues with the software can be resolved within the community itself. It is also compatible with many devices like Oculus Quest headsets, VR/Vive, Playstation VR, Gear VR, etc., and operating software like Windows, Android, and Mac OS, among many others.

Unreal Engine 4. Unreal Engine is the preferred SDK for most professionals to build games and VR simulations. The software ensures high-quality graphics with advanced and realistic features. It also has a reliable store of assets that includes animations, plugins, live training, and blueprints that you can access to build your VR environment.

Despite its highly advanced features, Unreal Engine is supported on several platforms such as Windows PC, Mac OS X, iOS, Android, Linux, and HTML5. It is also compatible with Head-Mounted Devices like Oculus Rift, HTC Vive, Gear VR, and Google VR.

How AR and VR can help marketers succeed at their jobs

AR and VR mark the future of the digital marketing industry. By virtually immersing your audience in the product you’re trying to sell, you can bring them closer to the product.

Grab customer attention

Using AR and VR tools will help you reach a large audience, collect information about them, and personalize your marketing strategy to their tastes. The novelty of AR and VR in marketing can also help raise interest in the product.

Improve product visualization

AR and VR can help potential customers visualize in 3D before buying it. This gives customers increased confidence in the product they are purchasing. In this way, marketers don’t have to physically reach their customers to give them an experience of the product.

Try before you buy

Marketers can also let users try on the products virtually before buying them. Warby Parker has already pioneered this technology by letting their customers check how different glass frames look on their faces using AR.

Augmented and virtual reality technologies hold great promise for many industries across the world. They allow users to be transported into a world where they can virtually interact with a product without having to spend any money on it. In other words, AR and VR are game-changers. These two innovations represent an almost unprecedented customer experience.

Resources for learning more about AR and VR

Do you want to learn more about VR, AR, and their marketing applications? We recommend the following resources:

Getting the most out of AR and VR experiences: Digital and physical are becoming closely interwoven. Consumers steeped in online shopping are going to want digital experiences (and seamless discovery and checkout) in-store too.
Marketers: The metaverse is coming: The metaverse and Web3 aren’t here yet, but it’s time to start thinking about the positive opportunities they might create as well as the negative risks.
Become a metaverse marketing maven: Find out where you can get smart with online training on immersive media for marketing.
Google AR and VR: Augmented reality (AR) and Virtual Reality (VR) bridge the digital and physical worlds. They allow you to take in information and content visually, in the same way you take in the world.

About The Author

Akshat Biyani is a Contributing Editor to MarTech, a former analyst who has a strong interest in writing about technology and its effect on marketing.

MARKETING

Ecommerce evolution: Blurring the lines between B2B and B2C

Published

4 hours ago

April 18, 2024

Entireweb News Bot

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 Albrecht
CEO/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

Published

1 day ago

April 18, 2024

Entireweb News Bot

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

Published

2 days ago

April 17, 2024

Entireweb News Bot

Why Marketers Should Care About Google’s Potential HubSpot Acquisition

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.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute