Another creative use of Hangouts can be seen with Dell. Michael Dell mentioned the possibility that the company may soon leverage Hangouts as a place for face-to-face customer support and sales rather than requiring customers to call in.
Future Integration With Other Google Offerings
As Google continues its recent effort to unify its products and offerings, Google+ is ripe for deeper integration with services such as Google Places and Maps, Web and Image Search, and YouTube. Google has already begun this process in several ways. One of the most recent is the addition of Google +1s into Image Search.
This could become beneficial to increasing a brand's visibility, socially and via organic/image search, where the brand frequently post images to their Google+ brand page (such as artists or photographers who sell a product or service), and have an audience that is likely to share that content.
Ultimately, whether or not using Google+ brand pages is right for your business depends on your target audience and your level of creativity to use the service to its full potential. In most cases, businesses must fully understand what types of audiences they have, where they are spending their time online, and what types of content they want to consume from each service. Finding the right balance of social interaction and commercial promotion is critical in creating that connection, positively affecting other marketing initiatives such as SEO, and ultimately generating the next sale.