I have a bit of a “love, hate” relationship with offline marketing…
The Love -
Although 95% of my time is now spent utilising online and new media marketing tactics, I do still spend a considerable amount of both time and money using offline marketing channels to help build my lead generation systems. Why?…because much of it works, BUT only if tied into a direct response campaign that drives visitors to your website.
The Hate -
I spent nearly the first 20 years of my working life in the offline marketing and advertising sector and boy oh boy, did I get fed up with it . Everything about the offline industry, left a very nasty taste in my mouth. From my point of view as a business owner, it was ultra expensive to operate in, needed bundles of cash to maintain, an army of employees to manage and then there was the competition, which was both insane in it’s sheer size but more importantly insane in it’s price cutting endeavours – “cutting your nose off to spite your face” – comes to mind.
And then from the advertisers (or customers) point of view, much of the time, it is incredibly expensive to use, involves large and long term commitments, is almost impossible to test and measure and of course worst of all, the chances were it never really worked.
Bring on Google Goggles to change all that!…
Google Goggles is something that Google has been playing around with for quite some time now, but it seems that now it’s slipping into second gear with some testing with 5 big names, including Disney and Delta.
So what is Goggles? Essentially, it’s a way to tie offline advertising with online advertising by using a mobile phone to take a photograph of a poster, flyer or some other form of printed media and then using Google Goggles to connect the user with an interactive online experience.
It’s very cool and I’m pretty certain that it will be the next big step for marketers and users alike.
Take a peek to see why I’m so excited…
What do you think?Tags: google goggles, google brand experience, new google developments, google offline