Published on August 1st, 2012 | by administrator0
Google Acquires Wildfire, Will Now Sell Social Marketing Services On Facebook and Twitter
Google has just bought social marketing software developer Wildfire, which lets brands serve marketing and ad campaigns on Facebook, Google+, Twitter, Pinterest, YouTube and LinkedIn. Wildfire has grown to 400 employees over the last four years and now serves 16,000 customers. Several sources and blogs say the sale price was around $ 250 million
The acquisition will allow Google to provide advanced software and services to brands who want to run contests, sweepstakes, branded games and more on Google+. Wildfire will still operate as a marketing tool for brands on Google’s competing platforms, including Facebook, putting the search giant in an curious position.
Wildfire claims there will be no disruption or immediate changes to the service it offers, which includes ad buying, feed publishing, Page management, social app and contest development, analytics, social monitoring, :
“We remain focused on helping brands run and measure their social engagement and ad campaigns across the entire web and across all social services — Facebook, Twitter, YouTube, Google+, Pinterest, LinkedIn and more — and to deliver rich and satisfying experiences for their consumers. To this end, Wildfire will operate as usual, and there will be no changes to our service and support for our customers.
That puts Google in an odd spot, where rises in popularity with brands of other social networks such as Facebook and Twitter could earn it money. This could heat up the on-going API battles between these companies. What if Facebook denied Wildfire API access? That could sting Google but it’s unlikely as it would send a shockwave through Facebook’s developer ecosystem. Instead, Facebook may have to grit its teeth and watch Google cash in on brands trying to infiltrate the news feed and its mobile apps.
Google bid on buying Buddy Media but lost the deal to Salesforce. With Oracle buying other social marketing leaders Vitrue and Involver, Wildfire was the last top-tier startup in the space. Today’s deal leaves ThisMoment, another popular marketing platform, as a possible buy for old-world enterprise juggernauts like IBM or SAP.