Trends Report

Google Glass: What Marketers Need To Know

Utility-Based Marketing Is In; Advertising Is Out

June 20th, 2013
SE
Sarah Rotman Epps
With contributors:
Melissa Parrish , Shar VanBoskirk , Jeffrey Hammond , Joanna O'Connell , Andia Vokshi

Summary

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.

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