Adjusting Your Marketing Strategy for Wearable Devices
As business owners, it is important to remain informed about future competitive opportunities and ongoing trends. So what’s the latest tech trend that could put your business ahead? Wearable technology, like smartwatches and smartglasses provides the newest, most accelerated form of convenience, flexibility and mobility for audiences. According to IDC, the global wearable market has seen a 67.2 percent increase in units shipped since the first quarter of 2015. Accounting for this in your future marketing strategy is important to keeping up with target audiences’ spending trends and brand engagement. Check out these few tips to get you started on wearable technology and how your marketing can be adjusted to cater to this new platform.
Make the Content Even More Concise and Valuable
Wearable devices have features that set them apart and, as a result, it’s important to adjust strategies to cater to these characteristics. Most obviously is that they are much smaller, meaning they have a smaller screen and therefore less space for your brand to display content. This ‘glanceable’ screen means there is more pressure for content to be valuable and attract audiences immediately. For example, Instagram on wearable devices only shows the picture on the screen; you then have to scroll down to be able to see the caption. As such, brands should be sure that their photos are instantly attractive and engaging in order to draw viewers instantaneously. Storytelling is vital and concise wording is key for such small devices.
Be Aware of the Shorter Time Frame
Another characteristic of a wearable device that makes it stand out in terms of flexibility and mobility is the fact that it is always on the user. For example, the Samsung Gear S2 provides 4G and Bluetooth connectivity and GPS, making relying on your smart watch and leaving your phone behind a possibility. However, this also means that the time frame for notifications, monitoring and actions by the user is slimmer. Brands should first consider this in regards to social media responses and client discussion. Time almost feels like it’s going slower if you’re wearing the device and constantly exposed to it, therefore brands should respond to audience requests quicker, preferably within the hour.
This change in timeline also provides more options for promotion and engagement among audiences. It means that brands can make use of time by appealing to audiences when they’re in a specific location or during a certain time of day. Real estate companies, for example, could send notifications through their app to users that are close to a home that meets their real estate criteria. Retail brands could send push notifications when loyal customers are close to a store that’s having a sale. Overall, a brand’s reach is extended and its targeting more specialized.
Be Prepared to Interpret a Lot More Data
With the fact that wearable devices are always on the user, comes the potential for a lot more data that can be picked up at any time of day. Tracking changes in weight, sleep, even sweat may be possible and, as a result, brands have an opportunity to gather more information about their audiences. Keeping in mind that this data can be used to adjust marketing strategies and improve campaign engagement overall, it is important to consider this when targeting wearable devices. Try coming up with techniques and procedures that hone in on this data collection so that information can be processed in an efficient and useful manner.
Wearable devices are part of our fast growing tech industry and therefore must be considered in future marketing strategies. Follow these quick tips to help you get to know the advantages of wearable devices and how best to make use of this information for business growth.