In a business environment where scale and resources matter more than knowledge and best practices, and where the bottom line and well-paid stockholders mean more than quality execution, the big dogs reign supreme. So instead of facing the uphill battle, and being a little dog against the big dogs, why not inquire if the owner of the big dog will also consider owning the little dog?
It makes sense.
Reports are coming out that Google is looking to bolster its mobile advertising arsenal by acquiring India-based mobile marketing agency InMobi. The latest suggests that the deal could be worth close to $1 billion.
The amount of stocks, assets, or straight cash is undetermined.
Apparently the group talked before, feeling things out, and nothing fruitful came from it. Then InMobi created a tool that can suggest apps based on user data, and it seems that Google has a suddenly renewed interest in the company.
Google, the company that created what we know as search engine marketing, is trying to catch up to the social media companies that have seemed to catch Google off-guard in terms of mobile advertising. Instead of wasting time and energy to create in-house solutions to battle the likes of Facebook, Twitter, and Yahoo in mobile advertising, the company remembers — it is sitting on a massive pile of cash.
Google will just buy what it needs in order to successfully compete.
What does this tell us about mobile advertising? The landscape is still new. Brands are continuing to figure out the best methods for it, and big brands are not wasting energy on developing new techniques when smaller shops are ahead of the curve.
Let's see what happens.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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