Marketing is an integral part of expanding business ventures. As such, marketers continue looking for ways to develop and optimise their approaches when reaching consumers.

One of the newest marketing approaches involves smart glasses. These glasses integrate various features like display, cameras, and internet access. In line with this, the global smart glasses market is projected to register a compound annual growth rate (CAGR) of 9.50% from 2022 to 2028. These trends showcase consumers' increased adoption of this new technology.

In light of this, marketers can adapt their strategies to these trends and appeal to their target demographic. With this in mind, the following will discuss how smart glasses impact marketing.

Enhances social media marketing

Next-generation eyewear combines the latest in wearable technologies with authentic designs. Smart glasses from Ray-Ban keep users connected wherever they go. Ray-Ban Stories allows users to take photos and videos and even livestream directly on Facebook and Instagram.

Models like the Ray-Ban x Meta Headliner feature an ultra-wide 12-megapixel camera designed to elevate social media use, content creation, and sharing.

These features add a different dimension to social media marketing since users can give real-time reviews of the products they're trying; for instance, they can provide unique perspectives, like when testing a car or trying on new clothes. Distinctive elements like these will keep viewers interested and foster closer interaction with various brands.

Detailed interactions with consumers

Next-generation smart glasses also come with an AI assistant designed by Meta. This AI integrates itself into users' daily routines and generates text responses or photo-realistic images. In addition, it can identify places and objects that users see and provide language translation. These features aid marketing efforts since they can offer personalised consumer interactions through relevant product suggestions.

If consumers have questions regarding products or services, they receive real-time answers with detailed instructions, creating a seamless customer support experience. Overall, enhanced consumer interactions result in more valuable insight into behaviour, resulting in more personalised recommendations.

Augmented reality advertising

Augmented reality (AR) is a feature present in smart glasses, wherein digital content seamlessly blends with the physical environment.

Almost anything from the environment will trigger AR interactions, such as online ads, billboards, and even random commercials that show on TV. Moreover, these open up opportunities for augmented reality advertising. Marketers can create interactive and context-aware advertisements that appear as AR overlays in the smart glasses. There are numerous instances where this technology brought outdoor advertising to life.

Case in point, back in 2014, Pepsi used AR technology in a bus shelter to surprise commuters and promote their new, sugar-free cola. In addition, even fast food chains like Burger King joined in with the AR trend: when consumers point their cameras towards rival brands, their screens will be "set ablaze" and reveal a coupon for a free Whopper. If these examples were a success back then, imagine the limitless potential of smart glasses now, when smartphones are more heavily integrated into daily life.

Immersive brand presentations

Businesses can create virtual showrooms that allow their customers to explore the products and interact in an immersive environment. Shoppers can see products from every angle with complete detail, all from the comfort of their homes. Furthermore, smart glasses allow marketers to make significant savings since there is no need for physical displays.

They can also offer consumers more customisation options for their products, like changing colour specifications or receiving real-time assistance.

Virtual showrooms also provide on-time updates on availability and can offer a whole sensory experience with immersive sound and outstanding visual presentations. An example is Audi's virtual showroom, which provides a car configurator that allows users to visualise their car in 3D.

Smart glasses have emerged as a unique approach that has helped marketing strategies evolve and adapt to technologies. These result in more immersive and engaging content that is memorable and impactful for all consumers.