In an online world dominated by the need to drive revenue based on advertisers, Google typically takes the top spot for intent-driving marketing, and Facebook leads in affinity-driving marketing.
But a new report from Forrester says that Google’s going to win both battles.
“The database of affinity is Facebook’s birthright,” Forrester analyst Nate Elliott says. “And it’s going to blow it.
Google has owned intent with its AdWords product because intent is often most visibly demonstrated via a search. You’re looking for a new TV, you search for “flatscreen TV,” Google matches ads against your query. Affinity is fuzzier: you like Samsung, so you might be biased toward buying a Samsung TV.