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Integrating technologies and sharing information for a common purpose is by no means a new thing in the business world. However, Google and Apple appear to have taken things a little too far with both companies now the subject of a Federal Trade Commission (FTC) investigation.
The FTC anti-trust suit relates to directors Eric Schmidt and Arthur Levinson sitting on the board of both Google and Apple, contravening the Clayton Anti-Trust Act of 1941. This essentially means that the two are accused of having a common link which may be detrimental to competition, most notably Microsoft. If the two main competitors to Microsoft’s computing dominance are found to be in cahoots, they could very well find themselves in some pretty deep water; but this is certainly one news story that will rumble on for some time to come.
Search specialists Google haven’t been without controversy in recent months, particularly in the UK with their Street View application drawing criticism for invasion of privacy. Whilst this anti-trust case clearly a little more serious (for the company at least), their continued superiority over Internet search engine usage and marketing is unlikely to be greatly affected, whatever the outcome.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.