Google may allow brands to sell via Pages

By By Darren Davidson | 9 November 2011

Google has dropped a broad hint that it may introduce a transactional element to Google+ Pages, which could see brands sell goods and services to users.

AdNews interviewed vice-president of Product Management for Google+, Bradley Horowitz, at its Australian office yesterday via a video link to the Googleplex, the company's US headquarters.

Although Horowitx refused to declare details or firm plans, he did suggest a plan to enable brands to sell goods and services via their Google+ Page is being considered.

“That's not part of today's announcement but if you look at Google's abiding efforts in this area things like Google Wallet, Offers and Checkout, we certainly have a commerce strategy. There are no specific announcements today but definitely watch this space,” he said in response to a question from AdNews.

Horowitz said Google is developing an analytics offering that will offer marketers a data tool, with detailed information and audience segment insights on the customers who interact with brands on Pages.

“Yes I think that in the long run and this isn't in today's announcement but we are talking about analytics and managing large circles," he said.

"In the long run I think marketers would like to better understand their audience whether it's through lead generation or customer relationship management. We're going to provide marketers with tools that allow marketers an unprecedented level of granularity in terms of reaching their audience."

Horowitz rejected comparisons with Facebook and claimed Pages was more than a 'me too' version of the social network's branded pages and advertiser services.

“The opportunity is not to compete head to head but to think about the value we can provide our users when Google has a deep knowledge about its users base. And if we all did was take all the billions of users that are already using Google and give them a better user experience in an enlightened social media way we would have a huge success on our hands. And intense devoted usage. I don't think we need to focus on competition to deliver a value added proposition to our users.”

Google+ Pages was launched yesterday.

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