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October 8, 2014

Pubcon Liveblog: Real-Time Content Marketing with Wearables & Google Glass

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When it comes to wearables, devices and technology are becoming increasingly sophisticated, and Internet marketers are embarking on a new frontier: real-time marketing. Rob Garner, Chief Strategy Officer at Advice Interactive, is going to take the Pubcon Las Vegas 2014 audience on a tour of the real-time marketing landscape in this afternoon session.

Rob Garner at Pubcon Las Vegas 2014

Rob Garner at Pubcon Las Vegas 2014

Elements of Real-time Marketing

We’re shifting from passive to real-time engagement. Wearables represent a new kind of content marketing. It’s app-based, mobile, experiential, location-driven and context-driven. It brings immediate physical world experience into social, search and content consumption spaces.

Technologies Driving the Wearable Tech Change

  • RFID
    Bluetooth
  • Beacons (active and passive)
  • Smart things (communicative objects)
  • The Internet of Things
  • Gesture and touch control
  • Local digital marketing

Did you know there is a smart mattress in development? $20 million dollars has been invested into it. The smart mattress does not degenerate, but gets better with time. It learns how you sleep and adjusts to your body and sleep patterns. It molds to your body.

Experience Generated Content (EGC)

  • Fitness trackers
  • Google Glass
  • Smart watches
  • Health and wellness apps
  • Gamification of many physical actions and tasks

Garner talks about a pest control companies whose technicians wear Google Glass while rooting around attics and what they see is displayed downstairs for the client.

How can you implement EGC for your business?

Thing-Generated Content (TGC)

In a world of the “Internet of Things,” content will be passively generated by context of the things in a physical space, whether it is a room or location. It will happen in real time, based on the arrangement and interconnection of smart things in a space or across spaces.

In many ways, EGC and TGC is the second coming of the Internet. Content marketing opportunity and innovation abounds.

Google Glass

Google Now is an intelligent layer that coordinates multiple services into contextually useful information that shows up as cards on Google Glass.

Types of cards:

  • TV listings
  • Currency
  • Public transit
  • Nearby attractions
  • Place info
  • Public alerts
  • Stocks
  • Flight status
  • Hotel info
  • Events
  • Restaurant reservations
  • Weather
  • Breaking news
  • Appointments
  • Birthdays

Google Glass is like a mobile phone on your face. Garner talks about how Google Glass alerts him immediately his flight is delayed. He calls the device intuitive. You can take a picture by winking.

Common reactions to Google Glass that Garner has experienced:

  • Delight
  • Curiosity
  • Fear
  • Uncertainty
  • Bewilderment
  • Overwhelming excitement

 

 

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