Google is busy using product search and local search to build bridges between online research and offline transactions. Now with its visual search app, Goggles, the company is trying to promote the idea that marketers can use it to connect traditional media (e.g., print or outdoor ads) to “immersive” and dynamic online experiences.
This is already being done to varying degrees with SMS and QR codes linked to products, print and other traditional media. Here’s something of a trial-balloon video in which Google explains its “experiment” with traditional media and Goggles involving several major marketers. I suspect the ambition here is to stimulate further demand.
This kind of “learn more” experience around products and ads will be quite commonplace in just a few years. In fact some sort of “augmented” presentation involving SMS, QR codes, visual search or some other mechanism will be required of traditional media marketers in much the same way a URL became a required element of print, outdoor and TV campaigns.