Skip to main content

Save or Share this Report

Google Glass: What Marketers Need To Know

Utility-Based Marketing Is In; Advertising Is Out

June 20, 2013

Primary author headshot


Why Read This Report

Google Glass, the new head-mounted device from Google, has the potential to be the next great platform for app development — as disruptive and fertile a platform as the iPhone has been. Google's rules of engagement mean big changes for marketers who want to reach customers through Glass: Glass offers unprecedented opportunity to engage your customers — it's in front of their faces! — but, at least for now, apps are prohibited from showing advertisements or tracking and sharing user data without users' explicit permission. Consumers do want to engage with brands on Glass, but they want utility, not traditional advertising. This report explains what Glass is and what it isn't; gives marketers insight into the profile of likely Glass early adopters; outlines interaction models for marketers on Glass; and gives recommendations to marketers wishing to incorporate Glass into their mobile marketing strategy.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Table of Contents

  • Glass Is A When, Not If, Product — But Version 1 Is Over-Hyped
  • Glass Promises More Than It Delivers Today
  • recommendations

  • Reimagine Marketing For In-Your-Face Engagement

  • Prepare For A Cookieless Future And A More Powerful Google
  • Supplemental Material