Google Latitude
Posted by Michael, Griffin York & Krause Marketing Strategy
Google, the king of Internet search, launched another unique search application on February 4th causing a substantial amount of Internet buzz. The new application titled, Latitude, is an enhancement to Google’s already popular mobile mapping service, Google Maps. Once a member downloads the application onto their smartphone, Google then tracks the user by reading signals by nearby cell towers. Once the location of an individual is pinpointed, Google then places their profile picture onto Google Maps for all of their friends and family to see. Think of it as a human GPS machine.
In order to use the Latitude service you must be registered with Google and have an iGoogle profile. There is no cost for a profile or for the new Latitude service. There are two ways that you can use the new Latitude service, first, you can download Google Maps with Latitude to your smartphone and second, is to add the gadget to your iGoogle homepage. In order to access the service on a regular computer, a user must install Google Gears or use Google Chrome. Once you become a member of Latitude you can invite your friend to join via an email. Click Here to watch a video describing all of Google Latitude’s services. Some individuals are excited for this added functionality, some marketers see it as an application that has tremendous targeting potential and some people find the service, well creepy.
Google has positioned Latitude as a social-networking application that allows consumers to communicate better with one another. Latitude allows members to call, text, email and IM friends simply by clicking on their profile photo. It helps impatient individuals find out where their friends are instantly and depending on their friend’s privacy setting, Latitude can provide them driving directions helping them meet up. For individuals who are always on the go and enjoy new ways of communication, Latitude is just another way Google is allowing you to interact with one another.
Currently the system is not set up to deliver users any marketing messages, however, the potential to communicate to individuals via a direct location is a marketers dream. Imagine being able to send a text message or coupon alerts to consumers who are just about to walk in front of your store, you can’t get more targeted than that. While the company has not expressed any interest in developing an advertising model for Latitude, it does not mean they won’t. If Google achieves a substantial number of users who download this service, expect them to create a one-on-one mobile marketing/advertising division in which consumers opt in for selective messages, because where consumers meet advertisers will try to follow.
Finally, there are a number of individuals who find the service to be a little disturbing and view it as a tool that, when placed in the wrong hands, could provide stalkers, prying employers, jealous partners and obsessive friends with too much knowledge. Google, while acknowledging these concerns quickly puts them down. When developing Latitude, Google worked with a number of individuals to ensure that it protected their users against stalkers which is why they placed the individual user in control. Each user has the ability to set their privacy policy allowing them to turn off the tracking data at any time to stop communication with Latitude. On top of that, users control exactly who gets to see their location while also deciding the location that they see. Google believes it is these preventive measures that make their application safe. As technology grows and consumers sit still less and less, communication companies will try to develop products helping individuals stay in contact with one another. It will remain to be seen if Google has created a valuable consumer communication tactic but so far a lot of people are talking about it.
Tags: Google Latitude, Trendspotting
