Brief

Google rolls out shareable places lists in Maps

Dive Brief:

  • Google is now offering Google Maps users a feature that allows them to create lists of places that can be shared with friends and family through both the mobile app and on the desktop version, according to a company blog post.
  • After finding places in Maps users can tap or click a "save" icon in order to add the place to either the preset lists "want to go" and "favorites," or on a custom named list.
  • Lists can then be shared with others through text, email, social networks and popular messaging apps.

Dive Insight:

The update is the second Google has announced for Maps this month and the latest sign that the company is putting a premium on local business discovery. Shareability of Maps lists boosts the app's social capabilities, something that hasn't really been a central part of its service before but might lead to higher engagement. 

The new sharing feature matches similar capabilities offered by Yelp and Facebook, said Collin Holmes, CEO of Chatmeter, in an emailed statement to Marketing Dive. A race is on between these platforms to control mobile search and referrals for nearby businesses and savvy marketers are ensuring they have a presence on all of them.  

Location marketing has real value as more people lean on online maps and apps. In fact, Google research found that 70% of smartphone users who bought something in a brick-and-mortar store used their mobile device for information beforehand and 25% used a map before making a transaction.

Earlier in February, Google rolled out the ability to swipe up on the app home screen to access three new tabs — places, driving and transit — that provide real-time information on nearby restaurants, traffic tips and where to catch public transportation.

"The 'Lists' update from Google Maps aims to keep people on Google and away from these other platforms by acknowledging the importance of creative list curation and its ability to both answer questions and solve problems for consumers," said Holmes.   

Filed Under: Corporate News Mobile
Top image credit: Google