Search giant dives deeper into content game, perhaps further spurring Google Offers push.
Google has purchased Zagat for an undisclosed sum. The development comes three years after the 32-year-old restaurant reviews brand was shopping itself around, reportedly for $200 million.
With the purchase, Google dives deeper into the content game, as Zagat offers consumer surveys-based eatery reviews for all 50 U.S. states and 24 other countries. In its blog post announcing the move, the Mountain View, CA-based company enthuses about Zagat's usefulness to its search scheme and Google Maps. It's also reasonable to assume there will be a significant Zagat integration into the daily deals product, as the search giant escalates its rollout of Google Offers.
But Zagat, once dubbed "The Gastronomical Bible" by The Wall Street Journal, may not have the market presence it possessed just a few years ago. Free-to-use social media competitors like Yelp and Foursquare have seemingly cut into subscriptions-based Zagat's online market share as a go-to source for restaurant patronage decisions.
For instance, according to comScore's numbers, Yelp's unique visitors traffic jumped from 23.4 million to 33.3 million for July 2011 year-over-year, a 42 percent gain. Zagat, on the other hand, dropped from 298,000 visitors to 238,000 this year vs. last year for the same month.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014
September 23, 2014