Marketing New App Processes Natural Language, Machine Learning and Social Graphs

Following on the context on a recent development on third party content that could be hosted on Facebook , a new startup Keywee that processes content marketing is utilizing natural language processing, machine learning and social graphs so that it can filter patterns and recognize relevant stories for its users, which it claims to focus on content discovery and advertisement technology.

Content marketing is offered by a variety of businesses, and most tend to use different approaches in serving their users with data content based recommendations and discovery. These providers include Outbrain, Taboola, Contently, Newscred, among many others. ”

With this tool, content is analysed based on stories and matching to user profiles which can provide better results in terms of marketing and understanding for content placement.

A trending subject at the moment is that of paid content, as advertising is focusing more on programmatic models whereas prices continue to drop on placement data pools, 

Keywee, innovation is on the ability to find audiences for content, whether audiences are on Facebook, Twitter, or any other social platform. 

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Google Acquires Wildfire Social Marketing Platform

It has been announced that Google is to acquire Wildfire Interactive, a startup company that specializes in promotional marketing on social media platforms including Facebook, Twitter,  Google+, among others.

Following this addition to Google's portfolio can be easily deduced that Google is preparing and embracing social media marketing as a highly rewarding offering to its users and advertisers. The niche offering from Wildfire is that it offers users the ability to promote content across a wide variety of social networking sites from a single central platform. It can be envisaged that from the current offering of Google analytics and DoubleClick, it may not be the complete full circle in terms of metrics and advertising to users, with this new acquisition it will allow Google to speed up new capabilities with far reaching solutions where marketing advertisers and viral strategists can better plan, deploy and measure campaigns across a wider dynamic spectrum of web activity. Currently Wildfire users are able to publish content simultaneously in many places which can include content as status messages, also administer owner pages, run advertising custom campaigns with performance metrics on a multitude of social sites from a single central dashboard.

Wildfire customers include Virgin, Cirque du Soleil, Gilt Group and Spotify, and this shows how attractive the platform is which in turn Google wishes to benefit by also incorporating these highly profitable customers.

These news follows on that other multinational companies have also recently been acquiring social media marketing startups.  The examples are Salesforce where it recently acquired Buddy Media. Furthermore,  Oracle has also been active by entering to social business game.