Archive for the ‘Mobile Marketing’ Category

How Google Glass will change search forever

Yup, that is a pretty bold statement. But, in our last 2 weeks of testing Google Glass, we strongly believe that Glass will be a tipping point in the new frontier of search: Voice.

 

Google has been in the process of building what they call a “Knowledge Graph” for years now. This is different from a typical search engine as we know it, rather, it tries to link information contextually- much like how a typical human brain works. By building this Graph, Google can serve up better results as its now not just looking at the term you are searching for, but also the context. This becomes extra important as we witness the rise of Voice Search.

 

Only recently has Google introduce Voice Search on the desktop version of Chrome. The Android operating system has had Voice Search for longer and as time progressed, it got smarter and smarter. When Google introduced Google Now for Android (and eventually iOS), Voice Search was a huge part of it. But, it’s a smartphone- there is more than one way to interact with it (voice and typing). This is where Google Glass will help shift the paradigm.

 

To (mainly) interact with Google Glass, you have to use your voice. Yes, you can navigate menus by touch, but if you want any sort of text entered, you have to say it. And, if you are like most people, you usually speak slightly differently than you type. This is where the Knowledge Graph comes into play. Now, not only can Google search for the specific term you state, but the context around it (Where is the closest train station to me? is an example). Based on the large pent-up demand we have witnessed around Glass, we predict that the amount of searches by voice will skyrocket once Glass is released to the public.

 

Don’t believe us? Google even has an HTML webform to embed in your own site (must be using Chrome to see):

 

<form method=”get” action=”http://www.google.com/search”&gt;
<input type=”text” name=”q” size=”30″ x-webkit-speech/>
<input type=”submit” value=”Google Search” />
</form>

From better searching, to finding translations, to interacting with devices in a new way- Voice Search is here. Are you ready?

 

http://www.google.com/insidesearch/features/search/knowledge.html

http://www.google.com/insidesearch/features/voicesearch/index-chrome.html

 

 

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Is product placement in House of Cards the new future of advertising?

Netflix’s “original” new drama House of Cards is making waves across several industries. Besides being created/funded/produced by Netflix (typically a content distributor), it’s also making headlines in the marketing world. With a rumored cost of over $100 million for the first season ($3 MM+ an episode), many people are wondering how Netflix could afford to make the series, let alone make money on it. If you look closely, one theory becomes evident.

Product placement.

(image courtesy of Engadget)

Popular tech blog Engadget has noted that in one scene, there are 9 Apple devices on a table and screens turned on. Even for a congressman, it seems excessive? According to one of their sources, Apple provided them with equipment to use in the film. While no money exchanged hands (officially), having a company gift equipment to use in film saves a significant part of the prop budget (and the overall budget of the film). Not only are actors/actresses using the products on the show, they are often talking about them, thus feeding into the thought that it’s a “personal recommendation” of a product. Also, since the entire season is available at once, there is nothing stopping people from pausing to research a company and/or product.

This trend comes as good news to most companies. It’s much easier (and cheaper) for companies to provide products to studios then pay exorbitant amounts of money to have their products be featured. As long as everyone plays by the same “rules”, it also levels the playing field. (Coincidentally, only Apple has admitted to not pay anyone for product placement) The question remains if consumers will wise up to the trend and start tuning out the products.

What do you think of Netflix’s choice?

 

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