Marketing and Technology Converge Yet Again with Google Goggles

Google does it again! The internet and computer software giant has long been regarded as a brilliant innovator in online advertising technology, starting with its AdWords and AdSense programs, and it shows us once again why they are hard to beat: they have recently launched a new marketing experiment with a year-old application called Google Goggles which shows definite promise.


What is Google Goggles? For those who haven't heard about it yet, it is a mobile application which allows users to search online for information regarding practically anything under the sun by taking a picture. Think about it - how often do you jot down a particular product, brand, restaurant name, etc as an SMS or note in your mobile phone for future information search once you get home and have access to the internet? How many times have you taken a picture of an interesting print ad or outdoor sign, with the intent of looking it up online later on? I'll be the first to admit that I've done it countless times and I'm sure all of you are guilty of the same thing. Google has managed to recognize this trend and has sought to provide a better solution: real-time information search as and when you see something and take a picture! Bloody brilliant, isn't it?

With the Google Goggles marketing experiment, Google has extended the Goggles' functionality for branded marketing initiatives. All an advertiser has to do is to "Goggles-enable" their offline images (e.g., print ads, movie posters). When users take pictures of these Goggles-enabled images, the application recognizes them and directs the users to predetermined mobile site destinations. To date, they have conducted the marketing experiment with five leading companies: T-Mobile, Disney, Diageo, Buick and Delta Airlines.



Now this is what I call a perfect convergence of marketing and technology!

Note: More information on the Google Goggles marketing experiment may be found on the Official Google Blog.

Photo Credit: smarterware.org

Marketing students learn more about the tech sector

by Aparna Aggarwal

Last 28 October, we attended a social mixer session at Harry’s Bar organized by the NUS MBA Marketing Club. The session was with Guy Charusadhirakul who is the senior manager at eBay for Marketplace Development. I hadn’t been to a social mixer at NUS before, but I can definitely say that it surpassed my expectations. I came out learning a lot from the session and it was also a good chance to network with an industry professional and seniors.

During the session, Guy openly shared his work experience at eBay as well as the opportunities that he benefited most from while at business school. He talked about his interest in the technology sector and how he was able to realize his passion by taking up an internship in the same industry during b-school. He encouraged us to get involved in consulting projects with companies through the management practicum, especially for career-switchers.

Although Guy worked as a General Manager, he is currently in-charge of the cross-borders business at eBay. One of the challenges faced by a business such as eBay is that sellers are not very prompt about shipping out orders and hence lose customers. In addition, package tracking and delivery are perennial challenges. Moreover, international currency rates are constantly changing, hence it's become increasingly difficult for a buyer who is, for example, based in China to purchase from a seller based overseas (e.g., in America) using the online marketplace. Besides, many buyers are not even aware that e-Bay offers access to direct small business sellers and not only casual sellers. One of the advantages of selling through eBay for a small business is that it saves the initial setup costs.

Overall we had a good interaction with Guy and the seniors; all with good food and great wine!