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Google’s got a new toy – but what’s next for Wildfire?

Wildfire

Never a business to let the grass grow under its feet, it seems Google has added to its ever-increasing stable with the recent acquisition of social media marketing specialists Wildfire. Founded in 2008, Wildfire has more than 400 employees and manages the social media marketing for more than 16,000 businesses. The company provides software that links directly to Facebook, Twitter, LinkedIn and Pinterest among others and engages users by targeted ads, promotions, analytics, scheduled messaging, page and content creation and evaluation. The search giant is reported to have splashed a cool $250million on the start-up and is clearly looking to extend its reach into social media campaigning, as well as improve its own targeted advertising as the popularity of social networking grows unchecked. But does the purchase mean Wildfire will lose it’s identity as it’s simply swallowed by the amorphous, omnipresent Google? Recent Acquisitions According to many sources, Google has made on average at least one purchase per week since 2010 and the list now totals around 100 companies – the most high-profile of which, Motorola Mobility, was bought for a reputed $12billion. Other companies taken over by the digital behemoth also include Picasa, YouTube, Android, Picnik and Admeld and…

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