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Google Goggles ogle real world marketing
By siliconindia
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Thursday, 18 November 2010, 10:33 IST
Bangalore: Google Goggles has brought about some fascinating apps like augmented Reality and QR codes in the last one or two years though the concept of visual search is not a new notion. Now Google has announced a new experiment in its official Google blog which focuses on some real world marketing campaigns.
As per the blog, 5 brands will work Goggles to 'extend their offline marketing campaigns into the mobile web'. Buick, Disney, Diageo, T-Mobile and Delta Airlines have signed up to be a part of it as of now. By this new experiment, Google ensures that some of their ads themselves are 'Goggle Enabled' so when you shoot them through the app it gives the user the option to click on a link that will take them to the mobile web part of the campaign. Google is planning to sidestepp a lot of the problems that brands face with QR codes which is already a crowded place.
In a video illustrating the experiment, Google says that they came up with the idea because a lot of people were 'Goggling' ads. Though this new innovation will unlock new potential for the monetization of visual search, Mike Melanson of RWW expresses his concern over the possibility of visual search being over-run with advertisements.
The attribute is definitely potent but its ultimate efficacy and usability depends on how marketers and Google shape it. People will not be turned on if Google tries to make it just another to way to broadcast information and bombard us about how good their brand is. On the other hand, if marketers take the effort to devise clever use cases for an end user/prospective customer like Movie Previews from a poster, or up more relevant information on a T-Mobile Ad like whom the contact to get a new connection as quickly as possible etc then it has a real shot succeeding. The premise is simple, if someone has taken the trouble to 'Goggle' an ad, they've got their attention. The key to the success of this experiment lies in the marketers' ability to keep that attention and maybe even reward it.