Why the New Google My Business App Makes for a Pivotal Marketing Moment

Why the New Google My Business App Makes for a Pivotal Marketing Moment

One commenter suggested that advertisers -- those who use Facebook's ad targeting tools to build and promote their businesses -- leave the network, effectively cutting off the company's largest revenue stream. One such company is Google, who earlier this week announced its new Google My Business app. Here's a look at the app -- and why it represents a pivotal moment in marketing. The Google My Business App The road to this app began a few weeks ago, when Google introduced a new feature to Maps that allowed Android users to follow a business on that platform. These features were and are part of the broader suite of tools within Google My Business, which is what allows businesses to create and maintain these profiles that appear on Maps and mobile search results. This story has been 6 months in the making. It started with a question: What happened inside Facebook over the last 3 years, and what did top executives, Mark Zuckerberg and Sheryl Sandberg, do in the wake of crisis after crisis battering the company? When looking at all of these combined factors, it raises the question: Is this a catalyst for other networks and platforms, like Google, to build new platforms for businesses and advertisers to reach customers? "Facebook has really been the leader in solutions for very small businesses over the past eight years," says HubSpot Principal Marketing Manager Marcus Andrews. "Its Business Pages and ad solutions have really resonated with the early entrepreneur."

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Earlier today, I saw a tweet that impressively captured the space between a proverbial rock and hard place where many marketers and small-to-midsize businesses (SMBs) might find themselves.

The tweet was part of an ongoing conversation in response to a recent New York Times investigation of never-before-reported events that led to Facebook’s high-profile crises and missteps over the past few years.

One commenter suggested that advertisers — those who use Facebook’s ad targeting tools to build and promote their businesses — leave the network, effectively cutting off the company’s largest revenue stream.

To which another commenter essentially asked, “But where else is there for them to go?”

This story is not, however, about the pros and cons of advertisers leaving Facebook. Rather, it’s a story about moves made by other companies to create new platforms for businesses to establish a broader — or perhaps alternative — digital presence.

One such company is Google, who earlier this week announced its new Google My Business app. Here’s a look at the app — and why it represents a pivotal moment in marketing.

The Google My Business App

The road to this app began a few weeks ago, when Google introduced a new feature to Maps that allowed Android users to follow a business on that platform.

On the consumer side, the development was positioned as a way for users to keep up with existing favorites and new establishments alike on Maps for Android and mobile search. (When or if these features will be available for iOS users is unclear.)

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On the flip side, the follow feature allowed these businesses to create a profile and — even if they weren’t going to open for another three months — become discoverable.

These features were and are part of the broader suite of tools within Google My Business, which is what allows businesses to create and maintain these profiles that appear on Maps and mobile search results. Now, Google has released a mobile app for managing these profiles.

In…

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