Direct Line Blog

Google Maps missed opportunity?

Share this article:


Search leader Google launched a New York-based Google Maps consumer campaign on July 15. The “Favorite Places” campaign includes outdoor and online elements. Google developed it in-house and collaborated with NYC & Co., the city’s official marketing and partnership agency. Side note: NYC & Co. is not your grandmother’s convention and visitors’ bureau. It is a well-oiled, dynamic marketing and tourism resource for New York City that is executing some pretty cutting edge projects with backing from a who’s who in the marketing realm. Like its Google partnership.
The campaign is designed to promote the Google Maps service and local businesses, as well as help locals and tourists find the best places to eat, drink, shop and soak up culture, with recommendations from celebrities, politicians and trendsetters. They include Al Gore, Yo-Yo Ma, Moby, Diane von Furstenberg and Isaac Mizrahi.
The businesses that are part of the campaign were selected by the local celebrities based on where the love to shop, eat, and visit, so businesses were not buying keywords or sponsoring in any way. However, businesses can join Google’s Local Business Center at no cost as a way to help searchers find them.
Globally, Google is also touting its favorite places feature through its landing page. It struck partnerships globally with Time Out London, Le Figaro, and United Airlines’ Hemispheres magazine, all of whom contributed information for the maps.
"We often try to find creative ways to promote our products and services,” said Michaela Prescott, senior marketing manager for Google Maps, in an e-mail. “We're excited to spread the word about the Favorite Places campaign and the Local Business Center on Google Maps.”
It's a fun campaign, and the artwork is great. Google and NYC & Co. are applauded for the effort. However, it seems to me Google is missing a business opportunity. Right now, local businesses are able to use Local Business Ads, available through its AdWords product, to have their ads show up on Google Maps, as well as set up locally-targeted keywords. But wouldn’t it have made sense for Google to use that idea to give local businesses a sales opportunity to be part of the Favorite Places campaign itself? Just asking.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Getting Email Out of the Friend Zone

Getting Email Out of the Friend Zone

It may not be the sexiest channel, but it is the most reliable.

Get Ready, New iPhones Change the Game for Marketers

Get Ready, New iPhones Change the Game for ...

Apple's new gadgets not only feed consumers' insatiable desire for video content, but also cast the spotlight on mobile marketers.

The Dawn of Digital Détente?

The Dawn of Digital Détente?

As the Postal Service gets more digital, Silicon Valley gets more analog. Perhaps it's time for a summit meeting.