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.

Comments

Comments are now closed.

Supporting Association

Mr. Rudy has found the right direction to marketing Catch of the Day and paying attention to customer comments and complaints. The simpl...

Desiree Segal

Catch of the Day retailer hooks fresh customer insight with NPS

Read more

True. Australian Marketing, Advertising, News, PR and Sales Fails Big Time due to using old techniques and not adapting to ICT - can be r...

Joe

Marketing must take charge of innovation, says TBWA chairman

Read more

Step 1) Employ your own workforce. Step 2) Show the public network being built. Step 3) Let the public advertise your brand in return f...

Jason

NBN Co creates head of social strategy role

Read more

Regardless of who is supposedly "running" this farce, those in charge of construction and development of the NBN roll-out have no real in...

Ian Gordon

NBN Co creates head of social strategy role

Read more

If you can't roll out a decent network then employ a bunch of people to try and convince to they are. Shame that no matter how much they ...

Pilfer

NBN Co creates head of social strategy role

Read more

Sign in