Is Your Business Ready For The Future (according to Google)?

Back To The FutureGoogle recently gave a keynote address at the Interactive Advertising Bureau’s MIXX Conference in New York where they discussed a topic many innovative companies focus on – the future. Specifically, how the world of display advertising will look in the year 2015.

Although the full blog post is worth a read, here are some of the key elements we took from their keynote address:

• “With smartphone growth skyrocketing, mobile is going be the number one screen through which users engage with advertisers’ digital brands.”

Think about that. Four years from now, Google predicts the most used screen for digital brands won’t be desktop computers or even laptops, but mobile connections like smartphones. Have you considered how to advertise your brand through mobile phones rather than just traditional digital advertising methods?

• “Just like most news articles on the web today can be commented on, shared, discussed, subscribed to and recommended, in 2015, 75 percentof ads on the web will be “social” in nature—across dozens of formats, sites and social communities.”

Within the next five years, 75% of ads will be “social.” Interactive ads and digital engagement practices won’t be the rarity, they’ll be the majority. And Google isn’t talking about “click this banner ad for more info” type of engagement. They mean full-fledged, multi-platform, interactive campaigns that will leave traditional digital advertising (in its present day form) seem archaic at best.

Of course, Google wouldn’t present this info (and more) if they didn’t have a vision for their own role in the evolving display advertising landscape. Amongst the many technologies they play to employ, one of the most fascinating is the vision they have for their “Google Goggles” project.

• “You might be familiar with Google Goggles, a way to search the web on mobile devices just by taking a picture. We gave a preview of some experimental uses of Google Goggles that could one day enable advertisers to deliver great display ads to users. Imagine pointing your phone’s camera at an ad for a car in a magazine, and having the car appear in 3D in your mobile device. Or pointing at a movie poster and having the movie trailer play in the device, right in your hand. No QR codes, no downloads!”

Needless to say, Google presents some compelling reasons to start investing in your online marketing and advertising strategy. While Google isn’t the be-all / end-all in the marketing world, their vision for the future of advertising certainly isn’t unrealistic.

Whether or not you choose to embrace the potential and use it to your advantage is up to you. And if you want help using it to your advantage, drop us a line.

Photo by Thanks!

Why James Dyson Would Have Rocked the Marketing World

You’ve heard of Dyson vacuums, right? Sir James Dyson started his company by creating the Dual Cyclone bagless vacuum cleaner, pushing sales through TV ads with the slogan “say goodbye to the bag.” And people loved it.

See, at the time, bagless vacuums didn’t exist. As an innovator, James Dyson didn’t simply “improve” on the vacuum – he drastically changed the vacuum as we knew it. He took a risk and changed a market that, for years, had relied entirely on the “traditional” mindset that vacuums needed bags to suck up and hold dirt.

A few years later, he changed vacuums yet again by finally breaking the mindset that vacuums needed to have four wheels. Dyson’s company created Ball™ Technology that does this…

Then Dyson took on fans. Imagine a fan that blows air. It takes you about two seconds to conjure up an image of a traditional fan with spinning blades. Most people would say that’s just how fans are. They’d say that’s just how fans work. But Dyson felt otherwise. Here’s the fan he created…

The point? The guy doesn’t just try to make his own version of a product that already exists and sell it to people that don’t need it. He differentiates his products. He takes chances. Most importantly, he dreams of ways to make a product different, not just a more advanced model of the same old thing.

As marketers and advertisers, we are part of an industry that changes every single day. Those of us that want to survive and thrive in the future MUST be willing to innovate and develop creative ideas and products for our clients that don’t just do what every other marketer has done for years.

Imagine the future you want for your organization and for your clients. Then do what it takes to make that future happen. James Dyson sees products not as they are but as they could be.

Try to look at your marketing that way too. Sure you might need to take some risks, but changing the game has never been easy. Just ask Mr. Dyson.

-Mike B.

What do you think? Would James Dyson’s innovative mindset have rocked the marketing world, or would he simply be another dreamer in a sea of big vision thinkers? Have you been a part of any campaigns that looked not at what had been done but at what could be done? Share your thoughts in the comments and let us know.

Photo (“Dyson Air Multiplier Safe”) c/o michael aulia. Thanks michael!