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The biggest threat to Google: It has no idea what you’re doing on mobile apps

Google has definitely benefited from the rise of the mobile web, especially since its Android platform is now by far the most widely used mobile operating system in the world. However, the mobile web has also shown itself to be disruptive to Google’s traditional search business mostly because it’s having trouble collecting data on what users are doing when they’re looking at mobile applications.

The Wall Street Journal reports that Google has started taking steps to address this vulnerability with a new initiative by developing “an index of the content inside mobile apps and links pointing to that content featured in Google’s search results on smartphones.” This is much easier said than done, of course, since each mobile app is its own walled garden of data and since many mobile apps run on rival platforms. Even more daunting for Google is the fact that mobile users spend an estimated 18% of their time using Facebook, which itself is trying to build up its own search capabilities to better compete with Google.

via BGR.

The forward-thinking brands already getting onto Snapchat

In case you’ve been living under a rock, Snapchat is a photo and video-messaging app for iOS and Android. It was launched in September 2011 and since then users have been sending 350 million pictures or videos to their friends everyday. The big difference to the usual messaging apps is that these messages self-destruct after 10 seconds. It is for this reason that the app has become extremely popular among teenagers – and also notorious for sexting, almost half of all users have received some kind of naked photo or video. This slightly risqué reputation is also the reason why brands have been slow on the uptake to use it.

The app has recently introduced a new feature called Stories. This lets users take videos and pictures that can be viewed and shared for up to 24 hours. This has allowed brands to invest more time into the platform as it can be used more to their advantage, it’s still a very new platform but a few have been cautiously incorporating it into their day-to-day strategies.

via MyCleverAgency.