The launch of Google+ apps sends a powerful signal – the personalized web has begun. What this means is that the way information is structured and accessed will turn on the individual, or rather their personal profile which is a composite of all the data collected on the basis of what they have searched for and shared. What this means for brands and their marketing is enormous.
As the individual becomes the filter through which all information must pass, the onus for brands to be defined and social becomes acute. Here’s why.
Till now, search was outward facing. When you wanted to find something you entered its name and in most cases, relied on Google to provide a list of ranked links to that topic. But now search, and the way information is structured and accessed is becoming increasingly inward facing with the individual as the filter. That means when you visit a website the ads will reflect brands, topics or causes that you have demonstrated a past interest in through what you searched and shared. In short, your experience of the web is being built from the individual out, in circles
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