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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in