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When Google+ first launched to the public in September 2011, it became the fastest growing social network. Despite its rapid adoption, however, it garnered mixed reviews. While users seemed eager to try it out, it was just another social network that didn’t seem to offer anything significantly different.

Now, over a year later, not much has changed.

I believe that Google+ will ultimately be the one-stop shop for all your online social–and professional–networking needs. Here’s why:

The Ultimate Marketing Machine

Facebook, LinkedIn and Twitter each have their own ad-based model for generating revenue.

Each equips marketers with two-to-three of the following valuable targeting methods needed to reach the audience most likely to benefit from their products or services:

  • Basic Demographics - gender, location, language and interests of users.
  • Brand Affinity – brands that users ”like” or “follow,”or how many in their network are connected to a given brand.
  • Professional Status – job function, seniority and industry of users

Facebook and Twitter blend in brand affinity while LinkedIn leverages professional status. All channels currently have the ability to target using basic demographics.

While all of the above are effective ways to reach the right people, what happens if I don’t need your product or service today?

Google Search provides this element with AdWords.

AdWords provides marketers with the ability to serve ads to people based on their basic demographics and what they search for.  For example, if I search for “2011 Honda Civic,” I’ll see dealer ads for Honda in my city.

Enter Google+…

Google+ will be the catalyst in creating the ultimate advertising network for marketers, BLENDING everything they need to reach an audience:

  • supreme demographics including job titles
  • brands users have in their circles
  • industries of interest
  • personal interests, etc.

And, most importantly, TIMING. Google+ will enable marketers to target users at precisely the right time, based on their searches.

Consider this example:

I’m a dealer with an inventory with an inventory of pre-owned vehicles Today, I can create ads (including dynamic inventory ads) with AdWords and bid on the phrase, “Used Honda Civic” so that when intended car buyers search Google using this term, they’ll see the ad for my vehicle.

Perfect, right?

Not really. The problem here is that the vast majority of the people who search using this term are actually individuals looking for a late model pre-owned vehicle but who are in a competitive market where multiple dealers are advertising pre-owned Hondas. Today, I cannot be sure that I will out-bid or be given placement ahead of my competition or that my ad should will be shown to EVERY intended buyer searching in my market.

By blending an location, interests, or groups that she/he may belong to, together with his/her search term, Google+ will enable dealers to fire on all cylinders: getting to the right audience at the most opportune time.

No online advertising network in existence provides the kind of precise, one-to-one targeting that Google+ will enable dealers who use Google to achieve. Though the marketing adage is a tired one, a new precedent will be set for reaching the right customers with the right message at the right time..

Are you investing in Google+? Do you have strategy for engaging intended buyers on Google’s social network?

Please recommend, like, tweet or share this post if you found it to be helpful.


Views: 83

Tags: Automotive, Demographic, Facebook, Goole+, LikedIn, Marketing, Media, SEO, Social, Targeting, More…Twitter


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