RIP Google+: The battle’s over, but the social media marketing war has only just begun…

In January 2019, everybody with a Google+ account received an email informing them of something many of us didn’t see coming…time’s up for Google+.

Google has closed the social network it set up to take on Facebook. On April 2, every single Google+ page and all photos and videos stored in Google+ archive albums were supposedly erased, never to be seen again.

However, while the total shutdown may run on a little while off yet, users are already being prevented from creating any new Google+ profiles, pages, communities and events.

According to Google, their decision is based on ‘low usage and challenges involved in maintaining a successful product that meets consumers’ expectations.’

The announcement has been the subject of much speculation and debate since it was revealed, sparking many a story centred around failure.

But if only that were true….

Yes, Google may have lost the battle against Facebook, but by no means has it lost the war. Facebook, Twitter and Instagram may be streets ahead, but who’s the one that dominates the search market? Google!

However, this doesn’t mean it should be taking down its guard anytime soon. The search engine giant is facing a new, up-and-coming challenge – how to safeguard its long-term future against voice-activated search on the likes of Siri, Alexa and other voice-activated apps.

The rise of voice search has caused new ripples through the world of SEO, with many questioning whether adverts on social media platforms will take over from conventional search. For instance, people are already increasingly turning to YouTube and Google images for search.

And will direct advertising on Messenger, WhatsApp and Instagram reign supreme? Where the masses go, the advertisers follow, creating a cycle that’s continuously evolving over time.

Our conclusion? Social media channels and digital marketing platforms are morphing. They are merging and lines are becoming blurred.  SEO may well have had its day as a scalable national and international form of lead generation however, content marketing can still be effective in driving targeted traffic to websites.

Artificial intelligence will play an increasingly valuable role in helping marketing professionals profile B2B prospects on wider parameters than ever before. Social media marketing organisations know who these people are, where they go, what their beliefs and motivations are and will continue to grow in popularity and effectiveness as the market fragments and matures.

As for Google+, some will miss you, I am sure that Google has learned a lot whilst it has been testing and measuring.  In the words of Winston Churchill, ‘Success is not final, failure is not fatal: it is the courage to continue that counts.’

Got any questions or want to find out more about our industry-leading B2B social media marketing strategies? Contact us on 01827 69772 or fill in the contact form on this page.