Google gets a new look at social marketing with Wildfire acquisition

Summary:Google nabs up viral marketing campaign experts Wildifre, which links campaigns across all of the major social networks -- including Google+.

Google announced on Tuesday that it has acquired Wildfire, a startup with a viral marketing campaign platform and several offices stretching from Silicon Valley to Singapore.

Google product management director Jason Miller explained on the official Google blog that the merger of Google and Wildfire will create "new opportunities for our clients to engage with people across all social services."

The ultimate goal is better and fresher content, and more meaningful interactions. People today can make their voices heard in ways that were previously impossible, and Wildfire helps businesses uphold their end of the conversation (or spark a new one).

Miller also described Wildfire as "a platform for brands to manage their pages, apps, tweets, videos, sponsorships, ads, promotions and more, all in one place." Thus, it looks like Google will be using its newly acquired assets for getting a new and fresher look at social marketing, which could influence the development of everything from Google+ to the search and advertising units.

Wildfire co-founders Victoria Ransom and Alain Chuard added in prepared remarks on the Wildfire blog:


We believe that over time the combination of Wildfire and Google can lead to a better platform for managing all digital media marketing. For now, 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.

But the Wildfire leaders added that there will be "no changes to our service and support for our customers." Presumably Wildfire's teams scattered across the globe will remain intact and autonomous until further notice.

Financial terms of the deal have not been disclosed, but AllThingsD reports that the estimated sale price is approximately $250 million.

Topics: Google, Networking, Social Enterprise

About

Rachel King is a staff writer for CBS Interactive based in San Francisco, covering business and enterprise technology for ZDNet, CNET and SmartPlanet. She has previously worked for The Business Insider, FastCompany.com, CNN's San Francisco bureau and the U.S. Department of State. Rachel has also written for MainStreet.com, Irish Americ... Full Bio

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