Wearable Devices: A New Frontier in Marketing Opportunity

Checking his smartwatch

Though the Apple Watch has only been available to the public for a few short months, make no mistake: wearable technology is here to stay. Not only are these devices a bold, new way to impact the lives of consumers in terms of both productivity and monitoring their health, it also represents an incredible, new marketing opportunity that cannot be ignored.

Behavioral Data

One of the key benefits of wearable devices to consumers is the huge amount of behavioral data that they’re designed to collect – even more so than a traditional smart phone. Location data has been a huge emphasis of devices like the Apple Watch, for example, as this information is typically leveraged to help people keep track of the number of steps that they’re taking in a day, the number of calories that they’re burning, and more.

On the marketing side of the equation, this means that you can now use a customer’s location to your benefit in ways that weren’t possible just a few, short years ago. You could literally send a message to customers automatically when they enter a certain radius of your physical business, for example. Automatically sending a coupon whenever someone gets within three blocks of your store is a great way to entice them to come inside and look around, even if they weren’t necessarily planning to do so.

Unfettered Access

Another one of the major benefits of wearable devices from the consumer side of things is that people now have a device that they essentially have instant access to at all times. They no longer have to take their cell phone out of their pocket or purse to check their e-mail, read a new text message, or more – they can have instant access to that content just by simply raising their wrist.

From a marketing perspective, this means that your audience will also no longer need to take their cell phone out of their pocket in order to see your marketing materials. As a result, the content that you’re putting out into the world becomes that much harder to ignore – for better or for worse.

If a consumer both knows they’ve just received a marketing message from your brand, and is then reading it in seconds, the benefit of this is that you’re now connecting with that individual in a way that is more direct than ever before.

The potential downside is that because these types of e-mails are no longer as easy to ignore as they once were, it could become easy for a consumer to feel jaded about the whole process. If you send too many messages and a customer begins to feel overwhelmed by the amount of contact that you’re trying to make, you’re suddenly that much closer to losing a potential lead who feels you’re being too direct. A certain degree of caution will need to be practiced and restraint will need to be emphasized for the best possible results.

As is true with any new type of technology, using wearables for the purpose of marketing is something that will certainly require a degree of trial and error moving forward. Even though these devices are essentially designed to collect as much information about a consumer as possible, privacy concerns regarding how and where that information is used will still need to be addressed moving forward. If you’re able to properly use that data in a comfortable, engaging and organic way, however, you’ll find a new avenue through which to connect to your target market unlike one that you’ve ever had before.

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Finding Your Way in School and in Business

Alone student

Imagine for a moment you’re the new kid at school. You arrive on the first day and take a few deep breaths before entering. Around you, kids are happily chatting and comparing notes from their summer breaks. From the rockers to the geeks, each and every group seeks to have a strong representation at the school. Each social group seems to have established its own social hierarchy, and everyone knows exactly where they fit and what role they play within the school community.

As the new student, you nervously look at your schedule and make your way to your first class. It’s clear to you that you will have to find your own place of belonging within the already saturated student society. That’s never an easy task for new students.

Fortunately, you’ve been the new kid before, and you know the first step to finding your place is forming a few connections. You need to look for ways to demonstrate how you’re a worthwhile friend for people to have. You head into that first class with your head held high, confident you’ll be able to find new friends.

What It Means To Be A New Business

If you’ve ever experienced the above scenario, then you know just how stressful it can be. Once you’ve left school, you might even think you’ll never have to worry about finding your place again, but that would be untrue. New business owners must go through a similar process whenever they look to establish a new business.

A new business, like the new kid, is one that people are unfamiliar with, and therefore are reluctant to trust. You have not yet shown your value to anyone, so people are unsure about whether or not they should hang out with you.

Finding Your Way

The new student in the above story knew there were two key parts to becoming comfortable at the new school. First, connections with some other students had to be made. This typically involves getting to know a peer well enough that they’re willing to invite you back to hang out with the rest of the group. The second key part was proving you’re a fun person to hang out with and that you belong in that particular social group.

As a new business owner, you’ll also need to establish connections with other professionals. Networking is a critical component to becoming secure. These connections will be fantastic for providing referrals to your company, coordinating different projects, or generating new business directly by buying from you. New connections are your link to the established industry marketplace.

Just as the new student needed to prove their worth, you’ll also need to demonstrate how your products and services add value for your customers. You must have something to show that can intrigue people and encourage them to learn more about you. You might offer service to a new niche, better prices, a revolutionary product, or something else, but you must be able to show worth and value to get your foot in the door.

Being an entrepreneur is never easy. Finding your way when you first open your doors might be the hardest step. Similar to the new kid in a new school, you have to learn where you belong within your industry and establish yourself as a company worth your customers’ time. If you want to improve your brand reach with a marketing campaign, contact us today to get started.