Not Your Average Accessory – What Google Glass Can Do for Your Business
News about Google’s breakthrough innovation, Google Glass, has been rumbling throughout the tech community since 2012. The official announcement came on April 4th of that year via the company’s Project Glass Google+ page (which has since migrated to a new location), and jaws around the world dropped. Though you will neither become a Tony Stark nor will your onboard computer be named J.A.R.V.I.S., Google Glass promises to make everyday life just a bit easier by transforming some activities – e.g. picture taking, navigation, and language translation – into hands-free operations. Google Glass can also serve businesses interests: in fact, Forbes.com contributor Sarah Rotman Epps suggests that Google Glass will encourage customer engagement. In her article, she provides 5 important pieces of advice for marketers:
Be transparent in what information and permissions you are soliciting from users.
Privacy and ethical concerns that apply to real life as well as to the mobile environment need to be addressed on Google Glass. For instance, always disclose the type of information that you want to send to users so that they can provide informed consent.
Focus on the value that you can bring to your clients and how you can solve their needs.
One example noted by Epps is the Evernote application which allows users to view their grocery lists on Google Glass, thereby taking the headache out of shuffling through shopping lists.
Think asynchronous communication and avoid information overload.
Google Glass is meant to provide quick conveniences, not thick stacks of information. As such, marketers need to be strategic in the length and timing of their messages so that users do not feel overwhelmed.
Understand the limitations of the technology.
Like other mobile products, Google Glass has a fixed set of hardware specifications and functions. Consequently, companies need to be realistic in what can and cannot be achieved with Google Glass and how they can maximize the functionalities of the tool.
Remain on the lookout for app and content innovations that could turn Google Glass into a purchasing platform.
Although the product is still in a trial stage, developers are already hard at work and it will only be a matter of time before businesses will have the tools to engage in revenue-generating activities.
In sum, online communication is no longer just a fingertip away as Google Glass promises to deliver information directly to the user within the blink of an eye. In essence, Google Glass reduces the intangible distance between a company and its customers and, most importantly, facilitates increasingly personalized interactions. Marketers need to adapt their messaging to this new communication format and understand how this tool can help them improve their customer relationship management.
It is never too early to leverage opportunities for engagement.