April 25, 2012

Google Drive, where consumers and marketers can share stuff

Google's latest: Google Drive, a place in the cloud where consumers and marketers can share stuff. It can recognize text in scanned documents using optical character recognition technology, as well as image recognition, so users can search on photos dragged and dropped into the Drive.

Think of a mainframe server connected to dump terminals. Only the mainframe is the smartphone, tablet or desktop; the server, the cloud. Marketers don't need to know anything about Windows DOS to work in Google Docs, which the company built into Drive.

Google Docs on the Drive allows people to collaborate on projects in real-time in documents, spreadsheets and presentations.

It could become a difficult sell to marketers and agencies. Some refuse to use DoubleClick because they don't want Google to see conversion data.

"It's more likely that consumers will use Google's storage service. I doubt there will be an advertising play here because of the privacy concerns," said Kenshoo CMO Aaron Goldman. "As with most Google products, you have to ask yourself how much data you're comfortable sharing with Google."

Get the full story at MediaPost, and Google Drive

Read also "The Google Drive FAQ" at CNET News, and "Will Google add Google Drive content to search?" at WebProNews