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As Google weekly reveals more insights about their Project Glass (yes I also want to have one) and the announcement of their experiment with Adidas for a talking shoe at the SXSW festival, a new digital chapter can be added to the digital era; Wearable internet.
Of course Apple and Nike were the ‘gear’ pioneers with their successful Nike+ project. Talking shoes and virtual glasses are of a total different order though, giving instant feedback to its user (voice-controlled) and combining all kinds of activities with relevant information the internet can offer us.
Like Google, Apple and Microsoft seem to follow the same path looking at some of their latest innovative projects. Apple is rumored to release an “iWatch” and Microsoft announced a wrist-worn gloveless sensor, combining projection of MS Surface and scanning hand-gestures to control it.
It seems it’s just a matter of time before we will combine the shoes, the watch, the sensors and the glasses to have a full wearable internet experience. Combine tech wearables with a mind controlled headset and you are ready to go!
Chances For Online Marketing
For marketers this will bring great new possibilities. They will be able to use the physical environment of a user, targeting prospects in the right context with the perfect offer. It is unclear how marketers will be able to have their PPC ads linked to a specific physical place, but this seems just a matter of time.
Imagine looking at a building, seeing who the architect was and with a blink of your eye directly call to make an appointment for your new office. Or buying stocks of a company just by looking at their headquarters? With a mind controlled headset connected to Google Glass it should be possible to eventually look, think about the product and immediately go to a website or virtual space to have more information about it. Would this then be considered as a paid click?
This is unknown territory for performance based marketing. The future will tell what kind of business model suits best here. Maybe PPT (Pay per Thought) would fit?
Expanding The Brand Eco System
If we look at the brand eco-system from Forrester, traffic sources can be divided in paid, earned and owned media (moving from paid at the outside, via earned to owned at the core of this model), we can now add the physical space. The elements of the model will project information when the user is at a certain place at a certain moment in time.
Staying Ahead With Big Data
The amount of data created by this model is enormous. Staying ahead of your competitors asks for a thorough analysis of the gathered data by making the right choices where and what to look at. It is no surprise that the profession of online marketers is moving towards that of a data analyst.
Having said that it does not mean that Performance Based marketing is purely data driven; still the creative and innovative factor is of the utmost importance. Living in a world where the internet is constantly around us feeding us with data it is difficult to stand out. Marketing clutter already is a major problem, as it is becoming increasingly difficult to be noticed at all.
An article about Google Glass privacy issued in the Guardian brings the discussion of redefining privacy back to the table. Of course we need to keep in mind who is watching us and what’s happing with our own created data. On the other hand these technological developments cannot be stopped as long as there is a commercial demand for it and it enhances the online experience.
About the author: Vincent Roders is an Online Marketing Strategist & E-commerce manager at Robeco Retail, The Netherlands. Writing on personal behalf.
Image by Tedeytan