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.
11 comments
Jane | Tech Buzz Online says:
Aug 29, 2011
It is quite true that there is no guarantee that Google will out perform (given its past failures). But surely it has proved to be successful so far. And I’m inclined to believing it to become a force in social space!
Vacation Rentals says:
Aug 31, 2011
Totally agree with Jane. But as the time passing, i’m sure Google will prove their Brand name. Keep it up. Best Wishes…!!
Nishadha says:
Aug 31, 2011
If those two are integrated successfully then definitely it will help compete with Facebook, but Facebook is also fighting back by introducing new features and tightening up in areas they were poor before ( privacy ). Its an interesting battle and something which will help the end users. Competition is always good for consumers.
Daniel Snyder says:
Aug 31, 2011
I think the whole facebook vs google thing is over hyped on the net. Obviously they are competitors, but there is still room for both. Ultimately, I don’t think one will take out the other… at least not any time soon.
Steve@Internet Lifestyle says:
Sep 3, 2011
These are certianly some interesting wrinkles in the new battle for supremacy with facebook. I think you are spot on and that this will really help Google plus position in the long run.
Not to mention being good for the users since competition between the two will generally lead to more user friendly innovations from both sides
Shivam Garg says:
Sep 5, 2011
Hi Francis Santos,
This is really very good and informative article. The content is well chosen and well explained too. Well thanks for the information.
PC Support says:
Sep 7, 2011
Google plus should compete with FB and for this I think G+ should change their interface and need to change their apps a little bit. Hope this help…otherwise G+ is a very good site for the internet marketing…. Thanks for sharing this nice post. Keep it up. 🙂
Pricewise Events says:
Sep 7, 2011
I think Google really does it that way. When one person has a Gmail account, he automatically has a Google+ account and that’s something which everyone should be aware of and should think of about the future online. 🙂
Reika says:
Sep 8, 2011
With Google + coming into play as a definitive part of the algorithm, it won’t be long until it will become one of the most important social networks for online marketing. But I think it is too early to say that it can compete with FB.
Mark Errol says:
Sep 9, 2011
Countless online businesses will surely benefit from these great services offered by Google+ including the users of this new social networking site. Job well done to Google Labs.
Esmael says:
Sep 10, 2011
I bet it will become one of Google’s best project after a long time. But I wonder what will happen to Google Buzz after all this?