A slew of major brands including eBay, Kayak, Lyft and Lincoln are integrating with the Google Now predictive search mobile application to deliver relevant information and notifications to users before they even ask for them.

The Google Now app, which is available for Android smartphones and smartwatches as well as the Chrome Web browser, will now be pulling data from third-party marketers, allowing users to receive updates on searched items and offers on relevant services in addition to Google-powered information such as weather and traffic delays. Lincoln?s partnership with the app enables customers to lock and unlock their vehicles and schedule remote starts with their mobile device, while other marketers such as eBay will be providing consumers with reminders on items a user has bid on.

?I believe it provides tremendous value and convenience to users,? said Aurélie Guerrieri, general manager for North America at MobPartner, San Francisco. ?Google is also smart to curate the apps that can participate and limit it to 40 for now.

?Like any feature that leverages search history and personal information, marketers need to be really sensitive to context and to frequency. Think about offers that are truly valuable and relevant, she said.

?Avoid mishaps (e.g., an ad for a night club in when someone's just arrived in a city to attend a funeral). However, unlike push notifications, cards are less interruptive and can be looked at 'on demand.??

Future of search
Experts are referring to the Google Now app as the future of search technology, due to its ability to pinpoint users? needs based on behavior and data gathered. Consumers that have the app activated on their mobile devices can receive often searched for information, such as sports scores, flight arrival times and delays, package shipments and commute times, thanks to data collected from Gmail accounts and items searched for on Google.com.

Now, Google will be able to pull data from approved third-party apps, giving users an even more personalized experience on mobile. Predictive results will appear in the Google Now app as digital ?cards? that are just big enough to hold bite-sized pieces of information that will be presented as a feed of relevant information.

Users will only be able to view the Now cards if they have the brand?s app installed on their smartphones.

Ride-sharing company Lyft is one of the new partners that will be offering a Now card to consumers arriving at airports, in case they might need a ride home. Kayak can let customers know of price drops in searched-for flights, while Zillow will alert users if new listings appear in markets a user was considering purchasing a home in.

Meanwhile, eBay will send notification reminders on products a customer has made a bid on.

While all of these digital cards will be offering timely, customized content to users, they also aim to drive mcommerce, which is a big bonus for marketers. Google is currently not charging the third-party apps it has teamed up with.

Automotive potential
The Google Now app also has great potential for automotive brands. Lincoln Motor Co. is the first marketer in its sector to integrate its own app with Google Now, enabling Lincoln owners to start their car with a tap of a finger, lock and unlock their vehicle with their smartphone and receive traffic updates.

The app can also aid in locating a car and sending alerts if a user needs to leave at a certain time to make a meeting. For consumers in chillier locations, their Lincoln vehicle can be warmed up via the app?s temperature settings while the user is still at home or in the office.

The MyLincoln Mobile and Google Now apps will be functioning on the 2015 MKC crossover and MKZ midsize sedan in addition to the 2016 MKX midsize SUV. Both apps are optional and can be turned off if a user does not require them.

?Search is evolving from pull to push, and mobile is the perfect device to bring relevant, personalized information and offers to the user at the right moment (as defined as a combination of time, location and inferred intent),? Ms. Guerrieri said. ?Creating an open platform of intelligent notifications enables Google Now to become a personal assistant.

?Google will be able to provide a rich personal assistant experience much faster than other closed platforms.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York