Internet of everything set to change how we search and recognise information

The new chief of Blue Star group's augmented reality marketing services division claims wearable computing will change how consumers search for information in the future

The rise of wearable computing is changing how consumers interact with the world and how they will search for information in the future, the new chief of Blue Star Group’s Interactive marketing services division claims.

David Francis told CMO text-based platforms represent the first generation of digital search engines, while voice-based search has become the second. With the rise of multimedia-based social platforms, mobile adoption and technologies such as Google Glass, the lens is on track to be the next generation search platform for consumers, he claimed.

“We’re increasingly becoming used to the computer seeing things and recognising the world on our behalf,” Francis said. “Platforms like Snapchat and Instagram have ensured people are now used to viewing the world through digital devices.

“It’s not just the millennials, but also older generations who are creating photos and rich digital content.” The comments followed the launch of Blue Star Group’s new Interactive division, which will focus on delivering augmented reality (AR) and contextual marketing services to brands. These include bespoke AR apps and technology development, along with campaign-based creative and delivery support for smart devices.

The new division is headed up by Francis, a creative technologist who has worked on AR-based campaigns for 20th Century Fox, Stockland and Target. He has spent the last three years delving into contextual marketing trends ranging from AR and virtual reality to geofencing, Bluetooth beacon micro location technology, and adaptive big data.

In a statement, Francis said Blue Star was looking to help brands bridge the gap between marketing activities and new technologies such as wearables and the Internet of things.

“Marketers need to be ready to take advantage of this next wave,” he said. “The way that people perceive and experience the world is going to be shaped by these augmented reality tools.

“For marketers today, content is absolutely king. But as readers become users and mobile becomes the first screen, context is now queen. Augmented reality technology allows us to robustly visualise a clear and defined path to purchase using mobile and tablet applications. And it can collect key behavioural data.”

AR reached the apex of the Gartner hyper cycle about three years ago, but dropped from view in more recent times. While Australian organisations were quick to embrace the technology, Francis admitted they were potentially too early, jumping in before the technology was robust, usable and affordable enough.

“Since then, the technology has come light years forward,” he claimed, pointing specifically to advances around wearable computing, more powerful computing devices, and widespread adoption of larger-screened smartphones.

Another challenge to date has been the relatively low level of understanding around AR’s application. Francis also claimed there are also a range of technologies that are branded ‘AR’ but actually aren’t, further muddying the waters.

Francis saw AR eventually being used across all types of industries, and pointed out it is already gaining traction in the mining, oil and education sectors. The low hanging fruit, however, is marketing and advertising.

“Many people in the big data world are paying attention to AR because it gives them a highly specific data source around what people are looking at going forward,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Six lessons from Mobilegeddon

Google’s Mobilegeddon is the lesson many big companies and their marketers are learning the hard way.

Rob Marston

Managing director, Zeus Unwired

Against Net Promoter: A new way of interpreting the customer data deluge

One thing that frustrates marketers is the sloppy use of digital research.

Jason Juma-Ross

lead partner, PwC Digital Intelligence

How to better value your data

As digital marketing techniques matured over the last few years, the momentum to collect and utilise data has rapidly gathered pace.

Mark Cameron

CEO, Working Three

Love the post and topic! For those who are interested in exploring further use cases, and seeing the definition for small data we created...

Allen Bonde

Thinking big data for marketing? Get small data right first

Read more

Immersive technology will be the way of the future once technology allows you to immerse yourself into different situations such as games...

shane redmond

Microsoft's retail store a step forward in building immersive lifestyle experience, says brand expert

Read more

You have your wish Valentina! We caught up with the MCG to get an update on the trials and what the next steps are for the venue. http://...

nadiacameron

Melbourne Cricket Ground to give away pies during Beacon trial

Read more

You think people are annoyed with marketing messages now? Wait til they start getting them on their pill bottles. That's not "engagement...

Len Diamoond

Marketo CEO: Mass media is dead; embrace engagement marketing

Read more

I'd love to hear an update on how this trial went and any stats that are being released. Have looked around and doesn't appear to be anyt...

Valentina Borbone

Melbourne Cricket Ground to give away pies during Beacon trial

Read more

Sign in