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Blogpost - May 20, 2016

What marketers can learn from Google I/O

Last week Google presented their latest technological developments on Google I/O. Their annual tech conference. Projects vary from the new android version to modular phones and fro

1. Awareness API:

Google introduced the awareness API. The awareness API bundles data from different sensors of your phone and/or other connected devices, so that the Awareness API is understanding the context of the user. Google is essentially making the power of Google Now accessible.

So what are the implications for marketers? 
- Marketers can start making their apps contextually aware. Show content in your app based on time, location, weather and more. That means more relevant content from the moment a user opens the app.
- Chatbots. Lately chatbots have been getting a lot of attention. Artificial intelligence is at a point where it is within reach for most marketers. The awareness API can add contextually information to the virtual assistant world, making them smarter then they already were. 
- These are two straight forward examples. As for now the API is made to use with Android apps. Once this is opening up more widely, we could start making contextually aware banners, emails or websites. That would enhance relevance greatly.

2. Daydream
A dedicated presentation about VR at Google I/O, that is a first. Google announced the Daydream platform. They are bringing VR to Android. The adoption of VR is about creation and consuming VR. The virality of VR is dependent on the faster we can create VR and the easier we can consume VR. First off there is progress on consuming VR. A new version of the "old Cardboard hardware" is around the corner. This new version will also be powered by your phone. Note: for new phones that will be labeled "Daydream-ready" by Google. This depends on sensors, processing power and other specifics. I reckon this will not be very expensive compared to other VR sets hitting the market.

Using hardware to consume VR is one part, the second of software. From within Daydream specific Android apps will be optimized for VR. In example the YouTube app. There will be a specific home screen for the YouTube app where you can navigate 360 degree content with your VR headset on. All 360 degree content available on YouTube can be shown in VR.

Besides that, shooting 360 degree video will also gain mass traction with devices like Jump and LG 360 cam announced already. We might even seesmartphones with 360 degree video capabilities in the future.

3. Instant apps

Android apps will change how they work nowadays. Google introduced that it will be possible to run apps without downloading them with Android instant apps. It is hard for a marketer to be (and stay) on the homescreen of your users phone. That will become even harder. But now Android instant apps makes it possible to link to your app, also when a user has not installed that app on his or her phone. Instant apps stream the app for the moment a user needs it. The good news is that this can make it easier for marketers to simulate usage of your app. The KPI of downloads is not so relevant, but with instant apps it will be even less important.

As artificial intelligence and VR are moving forward, Google is also in the game and accelerating these trends. Time for marketers to experiment with contextually relevant content and VR. And to think about optimizing your Android apps for instant apps. Oh, and to stop using app downloads as a KPI for your apps.

Tags marketing transformationdigital algorithms strategy api

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