With Google estimated to bring in over $36 billion compared to Facebook’s $5 billion in revenue this year alone it appears to be winning the battle for internet ad dominance. But when a user spends 25 minutes on Facebook Vs. Google’s stay rate of 12 minutes, it’s easy to see the advantages the future holds for Zuckerberg and friends.
So what could possibly topple Google’s reign of internet dominance? The true power lies in direct marketing. Facebook has over 2 million active daily users and is expected to reach 1 billion total users in 2012. That’s 2 million daily users with social insights for direct marketing that Google can not even began to touch since Facebook has closed off content from Google. Facebook knows the power it holds and the future of advertising will become increasingly customized to the individual based on what you post, like, and comment. Google’s direct advertising insights rest at knowing what you search for and the cookies attached to those searches.
Search Insights Vs. Social Insights
Social insights are key to observing what a user wants at a specific time. Post on Facebook that you are craving sushi and find sushi advertisements appear on your front page. Social insights are the future of direct marketing which is why Google+ was created. To tap into user’s social lives Google created Google+ and since 2011 has gained around 170 million total users . Though the future does not seem to be in favor of Google+ with new user rates down and several press release criticisms.
So what could end Google’s reign?
If Facebook were to establish its own search engine that would combine search and social insights ads would pinpoint their target market by being customized to each user. Social insights are the future of direct marketing. In years to come as we see Facebook acquire more companies Google has much to fear for its stronghold of search supremacy.