Google is not only a dominant force in the world of search, but they are consistently investing in and developing the newest technologies. Studying their investments can often give insight to future trends in the tech world.
Let’s consider past acquisitions:
Online Maps through the acquisition of Keyhole in 2004 later renamed to Google Earth in 2005. If you have ever needed directions or simply wanted to pry into the location of an acquaintance’s home, then you have probably used Google Maps. With over 12 million Google Earth downloads, they have established quite a presence in the world of web mapping.
Web Analytics through the acquisition of Measure Map in 2006.
Where would your website be without the metrics available through Google Analytics? Google Analytics has empowered companies with the ability to track and improve their search engine rankings.
Online Video through the acquisition of YouTube in 2006.
Have you seen the wedding video of the couple dancing down the isle? The video gained so much popularity that the show, “The Office” decided to emulate it. Everyone from big brands like Target to average Joes have created viral videos on YouTube to promote themselves. YouTube has proven to be one of the best sources for gaining mass exposure.
Recently, Google purchased the Mobile Advertising company AdMob.
The purchase of AdMob is a strong indicator of Google’s intent on linking its current search engine based ad program with Admob’s Web Display and Application Display ad service. Now, by combining web ads with mobile devices, Google promises to create more useful mobile content for the user and increased opportunities to gain revenue for developers and advertisers.
As of today Google has acquired Teracent, an advertising company that displays ads that are customized to the consumer and site. This acquisition will likely enhance the relevance of each mobile application and advertisement.
Each of Google’s acquisitions has impacted the direction of the web in a significant way. Now Google has confirmed the significance of mobile marketing through the purchase of a mobile display company. The evidence is clear – make your presence known.
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