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Google+: what are the marketing implications?

If you only remember one thing about this excellent overview of Google+ features and ambitions, let is be this:

With Google+ acting as the social layer across all of its products and services, and as more users turn to it as a go-to social network for sharing and discovering content, Google will gain access to a social layer of user data to help draw a more comprehensive picture of users. Google has traditionally helped brand marketers target users based on needs and intentions, but they’ve fallen behind social networks like Facebook in targeting based on interests and identities. With Google+, the search giant looks to provide brands with the ability to provide targeted advertising to users based on needs, identities, interests, and network attributes that compose user profiles. The granular, segmented data that Google will provide may allow for much more accurate targeting, but it is also sure to bring up privacy concerns among users.

So what is the most important implication for marketing professionals?

With Google+ as the foundation, Google aims to truly create a convergence point for SoLoMo (social, local, and mobile). Google has put a good bit of thought into catering its mobile version of Google+ to stay true to the inherent tenets of the mobile experience. For instance, Huddle is a feature unique to the mobile Google+ experience that allows users to group-message each other. The mobile version also provides check-in functionality (tapping into existing Google Places data), and may also suggest offers and deals by way of Google Latitude.

What's next?

Watch what Ford, MTV, Mashable and Dell will be doing on Google+. There aren't any brand pages yet, but these four brands are included in a beta group testing business solutions on top of Google+.

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