Wearable tech and lifelogging

One of the most exciting gadgets which will be discussed a lot in 2014 is Google Glass. Marketing applications of Glass and its impact on search will be limited, but one Glass app, Glashion, was recently released this week where you can snap clothing and bags of footwear of other passers-by and then complete a comparison shop. 

What Marketers Need To Know About Google Glass Today

Here’s a list of facts, opinions and predictions that I think marketers and brands should keep in mind as we get closer to Google Glass’ release.

Userbase: Glass currently has about 10,000 “Explorers” — the group of people that are beta testing and giving Google feedback. That group is currently expanding to as many as 40,000 people via invitations.

Ads on Glass: Currently non-existent, but there are numerous ways this could happen from paid “cards” as part of Google Now  or as paid search results when people use the “Google” search command. Google also owns a pay-per-gaze patent that reveals other ad-related possibilities, though the company says it has no plans to use it. 

Marketing Opportunities on Glass: There are many. Glass offers most of the same features of a smartphone, so any mobile marketing opportunity you can think of now can probably also apply to Glass:

• Publishing: Glass is a great information tool.It creates an opportunity for any marketer or brand in the business of creating content.
• Retail: Just as consumers use their smartphones to compare products (i.e., showrooming) and make purchases, the same can happen via Glass. Several companies, including Mastercard and Intuit, are developing “pay with Glass” apps.
• Email and Text Messaging: Glass supports both, so there are two more opportunities for connecting with prospects and customers.

One exception right now is Social. The social apps for Glass are currently all about content creation and sharing (typically by taking a photo and pushing it out to social networks).

The Future of Google Glass

1. Google is going to do a lot of education before Glass goes on sale. This’ll probably include in-person events, TV commercials and much more.

2. Glass won’t sell like gangbusters when it launches. We are in the early days of wearable tech/computers. Glass is like the cell phones of old that took many years to get accepted; I expect it’ll take Glass, other head-mounted devices and smart watches the same.

3. Glass will eventually find its audience and grow a passionate user base.

I do believe that wearable computing is going to happen. People adapt. Technology improves. Google Glass is here to stay, but it’ll probably take a while for that to become obvious.

TRENDS IN MOBILE MARKETING SPACE

The three core areas of investment in marketing for 2014 are likely to continue to be Mobile and Content Marketing and Big Data in many businesses. The most significant change is in mobile marketing where there is a decline in popularity, perhaps suggesting a realisation of the difficulty of encouraging customers to buy rather than browser via this channel.

But, I think that Conversion Rate Optimisation and Marketing Automation will increase in investment since these are about process and improving performance, so they can potentially offer lower risk returns than other activities.

Mobile user online ad investment

Google and Facebook acted in 2013 to increase their ad revenue from customers using mobile devices, this was a major threat to their revenue model. Google’s new Enhanced AdWords campaigns have had a large impact on CPC (for example, Greenlight has seen a 30% increase in CPC since Google’s Enhanced campaigns ) were introduced. With the increased competition, working through the best way to adjust bids for mobile will be a source of attention for many consumer brands and their agencies. Using RTB and DSP approaches across mobile will also be a concern for larger brands.

Engagement through visual apps + content

In 2013 Twitter’s 6 second Vine videos , Instagram and Snapchat have become increasingly important with many brands trialling campaigns.

Instagram and advertising

 It seems to be causing quite the stir as the Instagram user-base has already made it clear that they don’t want to see the platform commercialised by Zuckerberg. For example, late 2012 saw Instagram’s terms of service change and then change back when users objected to the possibility that their photos would be used in ads.

Brands just need some imagination

Whereas Zuckerberg may struggle to easily monetise his Billion Dollar investment, the reality for brands is that they don’t need to wait for advertising to gain exposure in Instagram, they need some imagination. There are a number of brands doing this already and surprisingly, Instagram users seem to love them for it.

A number of brands have adapted well to the nature of Instagram and its users, appreciating that ‘exposure’ comes with adding value to the Instagram community, not trying to interrupt it. Companies like Nike, Mercedes Benz, Red Bull, Converse and Ford have all conducted one or more campaigns with users. Corporate interest in working with the best  photographers on Instagram has even seen an agency create a department to focus on facilitating just that. Maybe this starts to show how Instagram can generate income for itself, its users and also corporate clients.