For all the hype about Google Glass, not much has been said about how it's going to change Internet marketing.
Could it be that for all our gadget drool, we're overlooking what could be the biggest Internet marketing explosion of the decade? Or will Google Glass even make a ripple in online marketing?
Let's look at some possible outcomes, lay out the facts, and propose some ways you can be ready for the rollout of Google Glass, and the impact it will have on the Internet marketing world.
For the best perspective on this question, it's best to take a step back and consider Google's marketing strategy. Obviously, Google isn't going to divulge whatever marketing secrets they have for their tricked-out glasses. The nearly-$1,500 price tag is a sign that they're not giving them away for free.
But isn't there more to it than just selling glasses? How might Google capitalize on Google Glass beyond the first wave of sales?
It's a tricky question for several reasons.
Google Glass is unlike anything that Google has done before. Come to think of it, it's unlike anything that anyone has ever done. Humankind is treading into an area of vague outcomes.
There is so much potential for Google Glass that it's hard to get our head around all the possibilities.
There are a few options.
Maybe Google is just innovating the future again. As Babak plainly stated, "We constantly try out new ideas of how this platform can be used. There's a lot of experimentation going on at all times in Google."
And maybe that's the whole point. It's not like Google has exactly cashed in on unmanned cars (yet). It's probably safest to predict nothing, while still expecting the technology to shift and shape our world.
Such shifting and shaping is unpredictable. Consider this. You're wearing your Google Glasses, riding the subway downtown with friends. You say the words "hungry" and "dinner," and your Google Glasses inform you that Molinari Delicatessen is a few minutes away at the Broadway & Grant Avenue station. Plus you get a free drink for just checking in on Foursquare. Is that advertising? Is that an invasion of privacy? Weren't you just talking with friends?
Things can get a little blurry.
Prophesying aside, what do we actually know about Google Glass? Is there anything that we are confident will happen? There are at least three.
At-a-Glance Search Results
Forget having information at your fingertips. With Google Glass, you've got it at a glance, quite literally. Google Glass responds to voice commands and queries, meaning that users can easily gain results for questions about nearby restaurants or other local establishments. This would provide very little new in terms of search results, but would instead provide a different interface for results, and perhaps more instantaneous searching while on the go.
The technology of Google Glass will make it possible to look at a restaurant, check out their rankings, view their menu, find out if there is seating, and maybe even snag a coupon code, all the while dawdling on the sidewalk out front. Google Glass is primed for on-the-spot activity. There's no hidden agenda here. Google proudly announces that their spectacles will provide "directions right in front of you" for driving, walking, or just knocking about town.
More Social Interactivity
Google Glass will play directly into social networking. One of the main features of the device is taking pictures and videos, and sharing them. Such sharing will provide instant marketing, negative or positive, for whatever establishment or event the user is at. Social reviews will also register on search results, giving users a better perspective on whether they want to patronize a certain business establishment.
If you read this article expecting to get to the Google Glass gold rush early, you might be disappointed. There's not exactly a gold rush going on. Nevertheless, there is some rock-solid advice for how to posture yourself and your business for the unleashing of Google Glass.
Google Glass is going to be here in just a few months. Don't expect a tsunami of change all at once. Instead, wait, watch, and listen. Google Glass will probably stick around for a while. Somehow, some way, Google Glass and Internet marketing are going to meet up for a magical connection. You want to be ready.
This article was originally published on Search Engine Watch.
Introducing... ClickZ Live!
SES Conference & Expo has merged with ClickZ to bring you ClickZ Live! The new global conference series takes on the identity of the industry's premier digital marketing publication, ClickZ.com, and kicks off March 31-April 3 in New York City. Join the industry's leading tech-advertisers in the advertising capital of the world! Find out more ››
*Super Saver Rates expire Jan 24.
December 12, 2013
1:00pm ET / 10:00am PT