Shaping of digital marketing landscape by Google Glass

During the age of pagers, no one can anticipate that the mobile phone, then the size of a brick then, would one day be a personal devices not only for communicating but for entertainment, productivity and education. Today, we are now enjoying the positive impact of new generations of smart phone and it creates a new marketing platform for digital marketing. Mobile phones has become smarter and personal with the wide availability of applications. It has become a personal part of our lives which we cannot do without.

With Google Glass on us, we could expect a change in our lifestyle, the way we work, play and live. This will certainly change the consumer pattern which the marketer would be concern about as this will affect how business advertise and brand their products.  Imagine the potential of getting products and services information stream right in front of the our eyes when we are within the area of the businesses. Imagine the convenience of shopping and finding the merchandise we are looking without wasting precious time looking for the item we wish to buy.

Google Glass has the same potential as smart phones as is already a personal fashion accessory. Should be officially launched and picked up by the leading fashion brands, it could be owned by the masses and this will creates possibly a new area in augmented reality as well as local and proximity marketing. This can open up new marketing approach and techniques.

Thoughts about Google Glass

Google glass may not be the first wearable technology we have seen, but it is certainly the one that is getting the most attention.
Created by Google to work with our smartphones through Bluetooth, it is voice-controlled, and has control buttons on the side as well. 

This is an example of what a projected image looks like when you are wearing the glass, which is supposed to appear like a 25 inch screen from 8 feet away.

• With a relatively smaller screen space and difficulty inputting text with Glass, there is likely to be a stronger emphasis on video and images. As such, I foresee that our Pinterest pins,  Instagram posts and YouTube videos will become even more powerful marketing tools. 

• With the smaller space, companies using Email marketing will have to adapt to the space constraint and be more creative in getting their email messages to display nicely on Glass. 

• Companies have to optimize their content based on location and voice commands so that they appear on the screen of the user first. For instance, when a user asks, "Where can I get a burger?", the user will be presented with information on the nearest burger shop along with some promotional messages. 

• Companies will have to come with creative ways to "connect" with the user to promote an increase in sales realization. For instance, retailers may create a Glass app so that users can simply call it up onto the glass, be presented with products available in store, and add the products to shopping cart using voice command.

Reflections on the possible impact of Google Glass on digital marketing

The Project Glass, now known as Google Glass is one of the latest technology that was developed by Google.  Google Glass has already been released for the developers in February 2013 and possibly to the consumers in 2014.  The Google Glass “explorer version” cost US$1,500 and it is still unknown how much it would cost for the consumers.

Now, what is Google Glass and what exactly does it do? 

Google Glass is almost like a hands-free portable computer that you could wear it on you like a spectacle. This “portable computer” could take a picture, record a video, run a search on the internet and much more using voice commands.  So with these features, how would the technology of Google Glass possibly impact on digital marketing?

There’s a technology that is worth mentioning which is the Augmented Reality (AR).  You would have seen this in many movies- wearing or using a device to see superimposed images or texts on a real backdrop.

What kind of superimposed images or texts then?  Looking for directions when you’re lost, seeing arrows right in front of you navigating using the in-built camera on your mobile phone as a reference point for your current location.  Now, with Google Glass you can do so with both of your hands free.

With the convenience of hands free and the voice recognition technology in Google Glass, combined with digital marketing will make another strong marketing channel for marketers.  I personally think that every human being has an inheritance of “laziness”.  So there are some areas which I think marketers could capitalized upon using the Google Glass technology.

Marketers could make use of AR, Google Glass, mobile and digital marketing, to provide relevant information to consumers. On top of the already available mobile internet search for businesses near consumers while they’re outdoor, with Google Glass, businesses could provide directions to retail shops right in front of the consumers’ eyes. Other marketers could also provide “pop-up” business information along the way when consumers walked by, perhaps they wouldn’t mind dropping by a café for a coffee.

Another example for tourism industry to capitalize on is to provide directions for a heritage trail walk, providing relevant historic information such as text of brief history “popping up” in front of tourists eyes when they stopped in front of some national momentums.  With such convenience, it could possibly also impact on the tourism industries of many countries where travelers might find free and easy tours even easier.

While the Google Glass technology might be more relevant to some industries and businesses, it will be interesting to observe how it would evolved in many years to come.

Possible impact of google glass on digital marketing - the yet to be!

Now this is a real interesting topic. Currently Google Glass seems more like a hands free smart phone, but it does not stop the consumers like me to think of the many possibilities.

Augmented Reality Marketing: This was brought up in class by Sergio, but to be frank, rarely do I see such features anywhere. However, with Google Glass, this could be an extremely good way to bring the customer to your shops! Let me elaborate (see below for a DIY illustration): A coffee lover, who has profiled himself on Google Glass as such, goes to a mall. When stepped into the mall, behold! Directions will be given to the nearest Starbucks who has advertised for this feature, up the distance it takes to reach the cafe. Same for fashion lovers. Your favorite brand GAP is having National Day sale at the second floor, #02-01, keep straight to the escalator in front and then turn right for another 1 meter! 

Real convenient huh? 

The 2D version of similar feature is already available in many mapping apps, but using Google Glass, you can really take it to the next level. The less the customer need to do to find you, the higher the chance they will come to you. 

 “Fashion/ Item” Recognition: Our classmate brought up in class that there was an experiment by a first adopter of the Google Glass who has enhanced the functions to allow facial recognition. Great for souls like me with poor memory needing constant reminders of peoples’ name, no need for name cards anymore! But I doubt it will be in mass market soon with all those privacy laws around.

But what if the software can be tweaked to recognize items instead? Imagine you are on the bus and it passed by shop that displayed the most gorgeous dress that you absolutely must buy! Using Google Glass, you can capture the photo of the dress instantly and search for it instantly online. Price, size, brand, availability – you name it, you got it. 

Anyone played “Second Life”? Similarly, avatar of your size and color are there to try on the dress, you can't get more customized than that! You like it, you can buy it virtually and the product can be sent to your doorstep via courier the next day. It really makes so much more sense as there’s no limit on the number of dressing rooms available and store owners are not restricted by store space!

Of course as the advertisers and marketers, we have to make it as Google Glass friendly as possible so that such purchase is possible. But I imagine this is the the effect of the future of digital marketing, it's all out there in the virtual world! 

Sure, I’m day dreaming, but who knows, maybe Google may launch this next year?

Sergio, you got the hint?

 

The possible impact of Google Glass on digital marketing

The official launch for the Google Glass is 2014 and everyone in the digital platform had been eyeing on it way beyond it's release. Like all Google products, the Goggle Glass is user-friendly and captivates the world with the features it has.

The Google Glass is mainly operated by voice recognition, it allows one to capture the world especially in challenging areas. Riding on the roller coaster, travelling on the helicopters and capturing instantaneous moments. Besides, LIVE streaming and video recording is possible as well.

There is also an in-built technology that helps one to navigate like the GPS and the traditional business of Google's real-time search had been incorporated as well.

The sleek and light design is a bonus point. In this era, everyone need their data in real-time and in the simplest form. By having the Google Glass, everything can be done in real time especially when videos and photographs are involved. There's no need for you to capture the current moment via your mobile phone and punch in multiple steps in order to get your things published on the world wide web. With the Glass, everything is done in the simplest and fastest way. With a single voice command, videos can be captured and share via facebook or other social media right at that moment.

There will be no need for tricky set-ups for LIVE broadcasts to transmit videos through the internet. With the Glass, everything can be shown LIVE from the user's views. Information is transmitted at an even faster speed. Influencers are able to share information at an even faster speed. People from the other part of the World are able to experience the moment through the eyes of another instantly.

Marketers are able to promote more location-based marketing schemes with the incorporation of Google Glass. The Google Glass is able to locate the precise location of individuals, sharing with the users the best offers and information of the user's current location. And if the user indicates a particular preference to a certain genre of shops, Google will be able to capture the data and send relevant information to this user. When the user is at a foreign location, Google can promote the nearby shops or places of interest to the user. Advertisers will be able to promote their business to consumers in this manner. For shops that had been waiting for customers to visit them for a long time, the push factor is stronger now and Google Glass will be able to direct traffic to them. This is particularly useful when one is at a foreign land and needs urgent assistance.

With the Google Glass, it will be a whole new era for the digital marketing market. The invention of a new product that allows information to transmits at an instantaneous way at the perspective of an individual. Users are able to get information as the blink of their eyes and receive relevant information due to their needs.

Google Glass and Marketing

The Google Glass is a new way for us to use technology on the go. However, will it have much impact on marketing?

Based on the specification available on the internet, it is actually not much different from those android tablets (Wi-Fi version). Advertisement will likely be mostly in the form of emails, sms (if connected to the phone) or a notification and the advertisements may likely to be generalized. However, the Google Glass may show its strength in close proximity marketing or advertising.

Consider a shopping mall with a portal which has all the shops information in it. With this system, the shops have all the information of the products and promotions in the portal. On top of this, restaurants can have the seat information in the system. For the Google Glass users will have an application which allows them to records the things they want to buy. The

Upon entering the shopping mall, the user can triggers the application to sync with the portal and the list of things with the necessary information will be available to the users. With those information the users can decide if he wish to make the purchase or delay it. He can also make a price comparison or even see if there are other related products. If the products he wants to purchase is in those super market like NTUC Fairprices or Cold Storage, the Google Glass may direct him where to find those products.

If the user is going for lunch or dinner, from the Google Glass he can view the information of the restaurants in the shopping mall. If needed, he can make reservation with the restaurants and can even pre-order certain dishes which he likes. If he is waiting, he may browser the portal for advertisement or promotion that the shops in the mall are having.

Overall, the Google Glass eliminates the need for one to keep checking the smartphones or tablets for information. Since it is always “On” all the time, pushing information to the users will be much easier. However, Singapore can be rather slow in adopting such new technology.  

 

PS: Because I don't have a Google Glass with all those information, I will have to visit all the shops in Tampine One to see if there is something I want :P

The Publicis Omnicom Groupe

Some thoughts on the possible impacts on digital advertising with The Publicis Omnicom Groupe.

1. Traditional vs. Digital Ad Spending

Publicis has been known for its digital expertise built up over the years with acquisitions of various digital agencies such as Digitas, Vivaki and Razorfish. What this could mean for existing clients (from Omnicom) who have long largely depended on traditional advertising? They could be looking at tapping on Publicis’ digital capability by transferring traditional media spending to the digital side.

In essence, more digital advertising spending.

Does this mean more business for the digital agencies?

Yes! But…  The digital agencies will be competing within the group to win new businesses! And one way to win new businesses? Lowering agency costs.

Similarly, digital agencies outside the The Publicis Omnicom Groupe (e.g. WPP) may go down the same route. (Which was exactly what happened to traditional creative agencies, undercutting costs is one almost sure way of winning new accounts!)

In a nutshell, costs may get lower when it comes to hiring a digital agency. Digital advertising is going to be cheaper?! Good news for marketers, bad news for agencies.

Maybe on not such a grim note, creativity will come into play too. On to the next point…

2. Higher Expectations of Creativity in Digital Advertising

Outspending your competitors to gain more coverage may be one way to go, but grabbing the attention of your target audience is the challenge. How are we going to cut through the clutter?

I suppose next up, we may expect to see new fanciful ways of digital advertising.

3. Digital Advertising Competition Between Client Rivals & The Smaller Companies

A quick background (two of Publicis’ and Omnicom’s clients)

Omnicom’s clients: Pepsi & Unilever

Publicis’ clients: Coca Cola & P&G

With the merger of Publicis and Omnicom, competitive digital advertising may get interesting between the client rivals. Apart from larger ad spendings, more banners, more outbidding and outwitting, we are also looking at competition from the smaller companies.

Will this mean it will become harder for smaller companies to be seen on the digital realm given the bidding system in digital advertising? Let’s give the Digital Strategists an opportunity to shine on this one.  

Case Study: impact on digital advertising of the just announced merger between Publicis and Omnicom

I believe there will not be much impact on digital advertising but definitely there will be still be some consent on how this merge will affect the clients.

As we know before the merge Publicis and Omnicom are like holding company where there are a lot of creative and advertising company under them. There are running independently and might be following some guideline from them.

Example Tribal DDB is one of my agencies, which is under Omnicom. When they present to use they are presenting as Tribal DDB and not Omnicom. Therefore there is a min impact to those clients whether they merge or not. As long they can help the client get what they wanted.

Even they are under Omnicom, from my understanding they don’t work together. Never did I hear they saying, I can ask if my other sister company if they can help you out.

The only thing that might be affecting client is direction from the HQ. Facebook, Yahoo, Google, Bing and other media company might want to come connection with their management from HQ. Building the relationship with them might take up this bigger pie of the advertising and media share out of it.

Let say the HQ pass down instruction that we be spending more money using Google services then Facebook, it might be affect clients who want to advertising their promotion on Facebook too.

Having working with my marketing department together with these agencies, no matter what thing happen they will still stick with them. Even how we complain among ourselves that they don’t get work on time, didn’t get proper files, bad coding, not easier to maintains for website and many more, higher management still stick with it.

Google Glass Evil Prank

Anyone like to try this prank?