It’s coming together. Last week Google modified Latitude by adding loyalty categories and check-ins. When considered alongside the expansion of its review tool HotPot, and the impending launch of its Groupon-look-alike, a pattern starts to emerge.
Google Places apps for Android and iPhone now support HotPot by encouraging people to review businesses. The Android app allows for check-in and is completely integrated with Google Maps and Navigation. Look for a similar app upgrade for iPhone soon.
Look for an integration of Groupon-like Google Offers functions into either the existing apps, or maybe an extension of the coupon function of Google Place Pages. Google has been in trial with “Offers Ads” a mobile tool meant to drive foot traffic, in a similar way to AdMob.
Google seems to be focused on location-focused ads that drive phone calls or foot traffic to the nearest store to mobile searchers.
Google is starting to leverage its investment in local infrastructure into new Google products and services. These new offerings support each other, and drive usage of the Google system.
This string of offerings is self perpetuating and self reinforcing.
Google seems to be pulling all the stops to leverage Search, with Places, Maps and Navigation across all platforms with a special focus seems on mobile. Search Google, get local results. Visit the Place page that you found in Search and get a coupon. Click to call the store you found in your search. Click a Map and or get step-by-step navigation directions whether you are walking, riding public, or driving. Check in, and check out. Leave a review, and Buzz your friends about your experience, all without leaving Google.
Google seems to be abandoning its practice of buying intellectual property to expand, in favor of a Microsoft-like pattern of co-opting great ideas with the might of an autocratic giant. Groupon should have taken the $6 Billion. Look for Google to make future moves into proximity marketing. (Think of Tom Cruise walking down the street in “Minority Report”.)
It’s impressive, and more than a little scary.
I have seen the definition of mobile marketing change in my lifetime. The term used to refer to movable media, like a bill board on the side of a truck. In the last few years, the term has come to describe marketing on through a smart phone or other mobile device.
The meaning of the term is about to change again. Mobile Marketing will soon be defined by Google’s vertical convergence. Local SEO and SEM will reign.