The recent launch of Google+ brand pages was met with a collective, overwhelming "meh" from online marketers. Many pointed to the fact that the pages offer little in the way of new or innovative features and are not very different from Facebook's brand pages. While aesthetically this complaint may have some validity, there are a few unique features that brands and marketers can (and should) take advantage of.

Key Features:

Google Direct Connect - A new way to search:
Type +Pepsi into a Google search bar and you will be taken directly to Pepsi's shiny new Google+ brand page. Google has dubbed this feature "Direct Connect" and it creates a new way for users to quickly search for and connect with brands online.

As users become more aware of, and more adept at using Direct Connect it's easy to see how maintaining a dynamic and engaging Google+ page for your brand could become necessary to connect with younger audiences.