Tag: google

Google has been taking a new approach to the mobile payments space

Google’s Android Pay may be much more than a mobile payments platform. Since the company announced Android Pay in June of this year, the platform has evolved rapidly, becoming much more than the payments service that Google may have originally intended it to be. In a recent interview, Pali Bhat, Director of Product Management for Android Pay, suggested that the mobile payments space is beginning to change, and Google may be the company to bring more innovation to the sector.

Android Pay is being designed to offer a seamless and secure experience for consumers

Android Pay may be more than a simple payments application, as it can be used to power a wide range of commerce and could be used to connect users with new commerce opportunities via other mobile applications. Google has been working to make the mobile payments space more secure overall, as well as ensuring that user experience is seamless with other apps and faster.

Android Pay may be quite different than other mobile payments platforms coming from competitors

Google’s Bhat suggests that the company is taking a “fundamentally different approach” to the mobile payments space. Android Pay is, therefore, meant to exist as a part of the overall app experience that can be used alongside various platforms that existing in the overarching mobile payments ecosystem. One of the notably aspects of the platform is that the Android Pay app can be incorporated into other platforms that already exist, expanding its reach to consumers interested in mobile commerce.

Google has managed to reach milestones that its competitors have failed to reach

Google may have a bright future in the mobile payments arena, which has become quite competitive. The company recently announced that it will be entering the Australian market in early 2016, an accomplishment that has eluded its competitor Apple. The company also recently allowed Android Pay to be used for in-app purchases in the United States. Google expects to see Android Pay explode in popularity in 2016, especially as more consumers get involved in the mobile commerce space and look for inclusive solutions that can provide a seamless experience across multiple platforms.

This insight was provided in a blog post by the tech giant, which was clearly a shot at Facebook’s advertising strategies.

When it comes to mobile marketing, the biggest players have made serious efforts to try to grasp at the top spot and keep it and Google has now released a blog post that reveals some of its latest efforts to create the most appeal for its offerings.

Facebook has a natural advantage when it comes to mobile advertising to specific targeted demographics.

That said, Google has been underscoring its own consumer intent data when it comes to searches in order to provide companies with what it calls better data for mobile marketing to targeted consumers. It has stated that this is particularly helpful in the mobile advertising sphere, though it is beneficial to all online marketing. It supported its perspective by saying that demographic data develops a form of pre-conceived form of targeting for advertising campaigns.

Google gave examples of how that style could end up skewing mobile marketing results.

For instance, it said that among sporting goods searchers over the last half year, 56 percent are female. Equally, 45 percent of home improvement searchers are also female. On the other hand, 68 percent of influencers in the skin and body care sector are male.

The blog post stated that “Intent beats identity. Immediacy trumps loyalty. When someone has a want or need, they turn to their smartphone for help,” adding that “When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions. We call these intent-filled moments, micro-moments.”

For this reason, the blog post explained that mobile marketing firms have the best opportunity to reach people if they’re there during that specific moment that an individual is actually seeking to learn about a subject. Understanding the intent of consumers and providing content that meets those needs, said Google, was at the heart of being able to convince them to take action such as subscribing or making a purchase. Therefore, Google said that while designing targeted campaigns, regardless of the channel, intent should play the primary role over demographics and first-party data.