How will Google's acquisition of Feedburner affect the Feed marketing market

After weeks of speculation, Google's acquisition of FeedBurner has finally come to an end. On June 1, the news was finally confirmed on the official blogs of both sides. There has been a lot of talk about the details of the acquisition. Today we'll take a look at how this acquisition will affect the emerging market of Feed marketing.

First of all, from a marketing perspective, Feed marketing will become more unified in form with other mature online marketing. We know that every marketing channel and communication media has its own operating model. But for such a new network channel as Feed, it is obviously too expensive to re-establish a complete set of operating models. In this way, relying on the traditional network advertising mode of operation, according to the free characteristics of Feed to optimize is undoubtedly the best shortcut. Google's acquisition of FeedBurner is the best example of this trend. If we use Blogger.com for FeedBurner's Feed content; Use AdSense to match FeedBurner's AdNetwork; Using Google Analytics to match FeedBurner's stats, it's clear that Google is seamlessly building a feed-based product chain into its very mature business model so that it can benefit Google in the same way.

Second, Google's acquisition of FeedBurner has also accelerated Feed marketing into the mainstream, and Feed marketing will continue to grow in size. Feed subscriptions offer more efficiency and freedom than, say, web browsing or Email, so it is inevitable that they will become the primary means of information dissemination on the Web. FeedBurner has done so much to help make this day possible, and with the acquisition of FeedBurner, Google will be able to leverage its huge brand and dominant online advertising market share to further drive Feed adoption in online marketing. Google's rationale is simple: increase revenue. As for Feed marketing itself, it can also make itself more mature in the process.

Finally, the existing market structure of Feed marketing will also have a significant impact. Existing similar services such as Pheedo and TextLinkAds' Feedvertising could be affected. They are likely to deepen or change their existing services vertically to avoid competing head-on with GoogleBurner. Google's main competitors, such as Yahoo and MSN, will accelerate the development of such products through acquisitions or research and development, so that they will not lose the market completely.

There are a few related specific changes that we can probably expect as well:

The barrier to entry for both publishers and advertisers in Feed ads will be greatly reduced, and Google's Feed ads will become a service with a large number of participants;

- Feed advertising pricing will gradually shift from FeedBurner's current CPM display pricing to CPC click pricing to meet the needs of small and medium-sized advertisers;

- A large number of small and medium-sized websites will add Feed functionality to their websites because of Google's Feed advertising service.