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Google’s Wildfire Scraps Standalone Programs, Forces Full Subscription



Wildfire LogoIf you have been using Google’s Wildfire platform on a ‘one-off’ basis for your social marketing campaigns / promotions or whatever you want to call them, get ready for a big change.

After June 30th Google is removing all tiered pricing programs and going with its full suite option (Social Marketing Suite) only. Let’s just say that many people are not too happy about this.

TechCrunch’s Drew Olanoff reported

When Google wanted to get into the game of selling social ads across all platforms, it decided to acquire Wildfire, a company that had the market on lockdown. Since the acquisition last July, little has changed as far as what Wildfire offered, how it offered it and there was little to no impact for current customers.

Today, the Wildfire team has announced that its first major shift is upon us, cutting off standalone campaigns that were a hallmark of its tiered offerings.

The post on the Wildfire blog tells us

We want to do all we can to poise our customers for success when they begin using Wildfire. So that we can better focus on doing that, we’ve decided that we’ll be retiring our Basic, Standard, and Premium promotions after June 30th. We’ll continue to offer promotions as part of our Social Marketing Suite. We understand that some of you will still want to run standalone promotions, so we’re glad to know that there are other companies dedicated to helping you do this. But we’ll be sad to see you go. Of course, we’d love for you to stay in the Wildfire and Google family, so if you want to learn more about the Wildfire Suite, then please give us a call at 888-274-0929.

I’ll translate.

You liked our various promotions levels. That was cute. We don’t want to bother with you small players so leave if you have to, it’s no skin off our nose. Oh and if you want us to pitch you on why you should stick around and spend way above your capabilities give us a call and we’ll be happy to close you.

Should this come as a surprise? On some levels yes but on others not at all. If there is not enough money in a Google backed service or any part of that service these days, Google is going to jettison it. From a profitability standpoint it makes perfect sense. From a ‘we’re here for everyone’ standpoint it pretty well sucks.

There are plenty of other options in the marketplace and all you need to do is read the comment section of the TechCrunch post as every small player in the industry is pimping their wares.

What the bigger takeaway here is that if you are married to, or even dating, some Google product that is not making Google money you need to ween yourself off the relationship pronto. I would have to guess that Google Alerts will be something that will be cut loose (resource hog and probably generates next to nothing in revenue). There will be more and the net/net from Google is “While we hate to see you go we know you won’t completely, so stick around and buy stuff from us because the free ride is coming to an end.”

Hey, it’s their company and more power to them. Also, more power to those that can fill the gaps because there may be some serious opportunity on the horizon.