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Wearable Technology: A Marketing Gamechanger
The tech industry is infamous for changing so rapidly that companies struggle to keep up. As a brand, if you’re not an early adopter you can miss out on a huge marketing opportunity. We predict this type of change for the wearable tech market. The number of wearable devices in common circulation is set to rise exponentially in the coming years. The quicker companies are to utilise this platform for marketing, the more likely they are to engage with a new captive audience. Here are a few predictions for how marketers will be using wearable technology to their advantage.
What’s the Future of Wearable Tech?
In an article titled ‘A Day in the Life of Wearable Tech’ Time opens with the statement; "Ask anybody what personal technology will look like 10 years from now, and you’ll probably get a wrong answer". It’s the nature of the tech industry that innovation travels at breakneck speed. It’s also not simple to forecast what will take off and what won’t. Having said this, wearable tech has been on the horizon for some time and is pipped to be a huge player in the industry. A lot of it has already crept into our daily lives. Whether it’s Apple Watch, Google Glass, a fitness tracker or the LED light changing wrist bands at Coldplay’s Glastonbury 2016 set - there’s a chance you’re already using it. Be sure to take a look at the video below to see Innovate UK's future predictions for wearable tech in the fashion industry. It’s true that some previous wearable tech have come up short and not caught on well. This shouldn’t deter your interest. Think about what the very first mobile phones were like in comparison to today’s smartphones. Wearable tech is only just coming into the frame – the potential is huge. The anticipation is that it'll become smaller, faster, more accurate, more efficient, personalised and generally seamless. So how can we utilise this platform for marketing?
Wearable Tech Optimisation
It’s unacceptable for your site not to be optimised for mobile. You’ll take a big hit from Google if it’s not. One day soon this rule could apply to wearable tech. You may be required to provide the information on your site in bitesize chunks perfect for the smart watch of glasses consumer. The trick here will be to make content ‘glanceable’. The user won’t be reading paragraphs of information to get to the point. When it comes to the future of content for these devices, this’ll be the bare minimum expected from a brand.
Location/Time Based Marketing
Imagine this scenario. You’ve been searching for a new flat to rent in East London. On your way to a friend’s house in the area, you pass a property on the market that meets your criteria. Your smart glasses notify you of this and show you all the key details you’re interested in. At a glance you’ll see how many rooms it has, how much the rent is and what date it’s available from. After a few taps on your smart watch, you’ve booked a viewing.
The truth is, marketing for wearable tech has the potential to be intrusive. If every other house you walk past features details from different letting agents, it’s likely to get tedious. We predict that advertising on wearable tech platforms will have to be highly targeted. Locations you visit, places you shop and your recent search history will all affect what ads will be seen. Ads will then feature only when you’re interested and in the relevant places. After all, there’s no benefit advertising while you’re sleeping.
Headlines Become Even More Important
Everyone knows how important headlines are. When wearable tech takes off, they’ll become even more critical. This goes back to what we said about how your content will be presented in bitesize chunks. When browsing content, consumers aren’t likely to see your introduction or meta-description. Without a captivating headline, your content will alienate this platform. But it’s fine, you’ve read our post about the ‘21 Rules of Content Marketing’ so you already know headlines are everything… right?
Convenience Marketing and the Internet of Things
You really can’t talk about wearable tech without mentioning the Internet of Things. Everything in our everyday world is set to become smarter. No matter where you are, you’ll always be connected. This is when convenience marketing will come into the frame. Brands will take a move away from solely pushing discounts and banner ads into your peripheral. That’s not how to get noticed in the IOT age. Everything’s about convenience. In an article about wearable tech, The Content Marketing Institute offer an exciting example:
“You have a meeting across town in 20 minutes. Traffic reports indicate the trip will take 35 minutes…” A network of companies, devices and services can help you “call Uber for a car, notify your colleagues across town, and (because we can tell you’re really stressed) pre-order a drink?”
So this is an enticing example but it also works for the mundane. This type of connectivity can help you with even the basic everyday activities. You’re at work and get a notification that you’re out of milk. You then receive an ad from your local supermarket asking whether you’d like this to be ordered, ready to collect on your journey home.
Be Prepared to Experiment
At the moment wearable tech is still a toddler learning the alphabet, over the next few years it’s likely to grow and mature rapidly. Now’s the time to experiment – it may not be possible to do so in the near future. The first few brands that crack this market are likely to shape it so the potential really is huge. Use A/B testing to continually improve your wearable tech marketing strategy.
There are already brands out there that have approached wearable tech marketing and seen positive returns. Here are a few examples:
Nike – In 2014 Nike started gathering data from their customers using Nike Fuelbands or Nike+ Running apps. At the end of the year, the sportswear giant produced a customised animated film for its 100,000 most active users. They then encouraged the users to ‘outdo you’ in 2015.
British Airways – With the use of neuro-sensor technology, headbands read brainwaves and transmit the data to their blankets. When passengers are calm the blankets light up blue and when they’re stressed they turn red. The company use this to assess how satisfied their customers are and then improve their service accordingly.
Nivea – Now this is a clever campaign. Nivea created printed ads of cut-out wristbands with built-in GPS chips. The intention was for parents to place these on a child’s wrist, sync to the Nivea app and set a maximum distance that a child can roam freely. Once they’ve breached the range, parents will get a notification of exactly where their child is.
No matter what the future of marketing for wearable technology holds, we’ll be there at the cutting edge. Before you ask yourself what you can do to address the wearable tech market of tomorrow, it’s important for your digital assets to be up to scratch today. We can help boost your reach, visibility, relevancy and authority to ensure you’re getting the most out of today’s opportunities. Find out more about our full range of services here.