While it’s certainly one of the most useful navigational tools on the planet, Google Maps is slowly but surely evolving into something much more than a digital street directory.

Google Maps is becoming a platform that direct users to local businesses – preferably those that spend advertising dollars with Google.

An eventful update

Google Maps received a major upgrade earlier this year that saw the platform offer more targeted ads. Importantly, the update also included expanded functionality for brands and advertisers.

Follow the blue dot

Over the past week Google has added a small but significant feature to Google Maps – the ability to find local events. For example, users could search for a concert in their local area, and now Google Maps will show what’s playing nearby.

Change of direction

While the update is a minor one, it hints at the direction Google Maps is taking (excuse the pun).

If Google can position Maps as a place that lists local events (and directs them their) it could potentially cut into similar offering on Facebook, Yelp and Twitter.

Plus there’s no reason Google could charge higher rates to have events displayed more prominently.

The events update is currently only available to US users, with a global roll out expected in the coming months.

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