The long-awaited return of “Google Glasses” (officially named Proto 29) was announced at the annual Google I/O event with a slick video presentation. While the video was relatively light on specifics, it certainly got people talking about the potential use cases, namely the ability of the glasses to translate foreign languages.
What it tells us: Things are changing, and they always will be.
If you were hoping to become an expert in all the ad software and marketing tactics and then coast on those skills for the rest of your career, you would be very disappointed. Once “Google Glasses” are released and become widely adopted, we will need to learn and create campaigns for an entirely new ad platform.
Not only that, but if you think Google just released this video to brag about a niche product that will never catch on at scale, you have another thing coming. This was the digital equivalent of Google planting a flag and saying, “This market share is ours, and it’s gonna be big!”
So, you have two options. You can bury your head in the sand and hope on a shooting star that you will never have to use this groundbreaking technology for your PPC work. Or, you can look at this as an opportunity, set a Google alert for any news related to Google Glasses, and then start learning whatever you can to become a leader in this new field.