By Alan Coleman on 21 Feb 2013
Yesterday, Google released their second teaser video for their much-anticipated Google Glass product. We are interested to see how the story and launch of these glasses is going to unfold. Are they going to be as much of a game-changer as we think? Who knows! It remains to be seen! Peeing Our Pants Being digital marketing nerds, we are always on the look-out for new and innovative ways to approach engaging with customers. When we first heard about Google Glass we nearly peed ourselves with excitement at the endless possibilities that could be afforded through technologies such as Near Field Communication (NFC), for example. Then Google came along and burst our dreamy little nerd–bubble and told us that there were no plans to allow advertising through Google Glass. Deflated was not the word! We actually took to the bed for about 3 days. HOWEVER, we soon re-inflated our bubble. Think about it! The Google Revenue Stream Well over 90% of Google’s revenues come from advertising (Google AdWords). However, as digital marketers, we know that nothing in this world is forever. Our world is dynamic and ever-changing and those who think anything less fall victim to failure. If this product takes off, Google will have the opportunity to present ads right in front of people’s eyes at optimal times – when and where they want them. This is something the advertisers have been trying to do for decades. If Google have the opportunity to do this, do you honestly think they will pass it up? NOT. A. HOPE. So what kind of advertising opportunities will Google Glass provide…eventually? Looking into the Wolfgang Crystal Ball… Here are our predictions… A new type of location-based ad You dash to the train station on the way to work willing the energy to get some work done on that report that is due at 10am, during the commute. You glance over at the coffee place beside the information desk and you get a notification in front of your eyes that you get a breakfast bar with every coffee purchases before 8am. The ad is relevant and timely. SCORE! Personalised Ads This will take re-marketing to a new level. With the Google Goggles technology already developed, its marriage with Google’s remarketing technique presents endless possibilities. Consider this: You are in a fancy pants department store and you spend five minutes looking at a pair of shoes wondering whether they are worth the investment. You decide to think about it and leave the shop. Walking down the street - or even at lunchtime the next day as you wander around town - you are presented with an ad for those very same shoes. Nifty, eh? Coupons You arrive to the shopping centre after a busy day at work and your goal is to find an outfit for a client function the following evening. Being weeks from payday, you are on a budget. Scanning through all the shop fronts, you are presented with coupons offering lots of coupons for each outlet, thus enticing you into the shop. Games Games are taking over our lives. We think Google Glass will make those games even more realistic, which is something which has been repeatedly predicted. However, what about turning life into a game? Imagine a few friends on a typical day out on a golf course…only one is in Dublin, another is in Spain and the other in Dubai. All three are wearing the glasses, recording and streaming their game, and comparing scores. These ‘games’ have endless opportunities for targeted advertising. Who needs online video games? Recording This seems basic but it has the power to bring the biggest change. With wearers of the glasses having instant and discreet access to recording and sharing, brands and services will need to be extra vigilant to provide the best customer service experience at all times…or risk being publically disgraced on social media within seconds. Well that’s our take on the whole thing…what do you think? Let us know on Twitter!
