Social media in the form of Google+ and mobile search are key to the future growth of Google, mobile sales director UK Ian Carrington stated at Social Media Week London.
Speaking at the event last week (February 16th), Carrington stated that 45 per cent of social media usage comes through smarthones, making this a key area of investment.
He said: "Social media and mobile are the growth engines of digital," quotes Marketing Week.
"We don't see social as a destination, but something that is to be intertwined with all Google products."
He added that he had set up a Google+ mobile team a few weeks previous to the event as the firm could be doing much better in terms of social media marketing.
Currently, Carrington sees Google's social media marketing as fragmented as its messages are impersonal and recommendations do not stick.
At the event, he also revealed the importance of recommendations on social media sites as consumers are 300 per cent more likely to buy something when it's suggested by a friend.
Recently, eMarketer predicted that search, banners and videos will make up 80 per cent of all online advertising spend in the US by 2016.
