Glass presents enormous opportunity for marketers to engage customers; you are literally putting your services and content right in front of customers’ eyes. But it’s also a paradigm shift from marketing as we know it.
On Glass, marketers will have to:
- Ask permission, not forgiveness. This means that the common web practice of transacting in user data won’t work on Glass, and marketers must take a transparent, permission-based approach to interacting with customers on the device.
- Deliver utility, not advertising. For example, Evernote lets users send their grocery lists to Glass so they can access them while they’re shopping.
- Forget smartphone apps–go back to SMS. It sounds strange, but it will be easier to think about how apps work on Glass if you think about a text-message conversation: It’s a series of asynchronous alerts that form meaning over time. It’s not like the screen-based sandbox of a smartphone app or the page-based interactions of a website
- Shelve notions of in-your-face augmented reality. Glass is not optimized for augmented reality, where data is overlaid on your vision.
- Line up partnerships for auto-tagging and “smart content.” In the future, this type of app could help make image-based purchasing a reality on Glass.