Blog
Post 8
Facebook,
Amazon, Apple, Netflix and Alphabet in recent years have consolidated as tech
and consumer discretionary giants. Each on their own niche, and each with their
own strength, have also started to overlap in order to gain momentum and
capture more consumers from their competitors.
Amazon
is probably the world’s largest retail store and the company has also managed
to threaten other more traditional players such as Walmart and Target. However,
Google is taking matters into its own hands and created a new program called
Shopping Actions which allows customers to be redirected to traditional
retailers, instead of directly to Amazon. Additionally, Walmart and Google announced
they made an alliance where the search engine redirects customers to the
retailer and avoids Amazon taking a piece of the pie. Reuters also announced
that every time a customer asks “Where can I buy…,” not only the website will
display Walmart first, but also via the Home Assistant in a similar matter to
Alexa and Amazon.
Personally,
I think that these alliances are necessary, but at the same time they
manipulate consumer preferences. Depending on the item a customer is looking
for, it might be easier to explore Amazon over Walmart, but since the customer
will probable initiate the query in Google, the competitor has a few extra
steps to make in order to complete that sale. From a digital marketing
perspective, I believe that companies should begin exploring traditional
channels once again because not only will these regain momentum via search
engines, but who knows, Google might try exploring brick and mortar, just like
Amazon recently announced with Books, and its latest acquisition; Whole Foods.
Source:
https://mashable.com/2018/03/19/google-walmart-shopping-vs-amazon/?utm_cid=hp-r-5#GuJtWb0rQsqX
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