What are the Social Marketing Implications of Google Integrating Offers and Wallet into Google+?by Francis on Aug 29, 2011 • 6:15 am 11 Comments
Not too many observers were shocked when learning that Google would be integrating many of its existing product with Google+, the social networking platform that has taken the world by storm without even officially being on the market. There has already been talk of integration with the company’s popular webmail client Gmail and advertising program AdWords. More recently, it was revealed that it would be integrating Google Offers and Wallet into the Google+ experience. This article will take a closer look at the move and the potential social marketing implications behind it.
The Revolution of Social E-commerce?
Google Offers and Google Wallet are a part of the search giant’s plan to revolutionize the mobile payment sector. In time, they could be two integral components that help it gain the edge it has been seeking over Facebook. Though individual concepts, Offers and Wallets are already a part of the company’s integrated vision. Google Offers is a daily deal type of offering geared to compete with the likes of Groupon and LivingSocial. This new service lets marketers engage customers with loyalty programs, discounts, and special offers based on their location and preferences. After the success of the initial testing in Portland, Offers was recently launched in New York and San Francisco.
While Google Wallet hasn’t even made it into beta yet, is still generating a lot of hype and discussion. The upcoming service, which is provided via a mobile app, uses Near Field Communication (NFC) technology to enable consumers to store credit card data on their smartphones and use those devices to make in-store purchases. What it essentially does is transform the user’s mobile device into a universal wallet. According to Stephanie Tilenius, Google’s Vice President of Commerce, Google Wallet already accounts for 25% of transactions made on Android devices, despite being in the early stages of testing.
Incorporating Google Offers and Wallet into the Google+ experience will give the new social outlet two elements all other options lack – daily deals integration and a viable e-commerce platform. The social tool is already doing a fine job of attracting interested users and appealing to brands, but the integration of Offers and Wallet is almost certain to bring the marketers crawling out of the woodwork. Although Facebook has launched its Facebook Deals in select cities, it is far from anything that can be considered a success at this point. With the proper execution, the integration of Google Offer and Wallet could enable Google+ to make an even greater impact, if not beat the social giant to the punch entirely.
More Value in Social Marketing
As social media continues to evolve, so must the marketing strategies designed to take advantage of it. There is no guarantee that Google+ will become a force in the social space, but it already looks to be shaping up as a winner. If the platform does take off, it will likely be one marketers can’t afford to overlook.