Online shopping and advances in mobile technology is making our lives more convenient. Now wearable tech products are hitting the High Streets, how is this going to impact on your marketing strategies?
Apple Watch and Google Glass are leading the pack of wearable tech options and users are already enjoying the benefits of not having to take their mobile handsets out.
But as screen landscapes become smaller, so does your marketing campaign. It’s like Twitter on spectacles. Messages need to short and tweet! Sorry.
Online users are already accustomed to scanning, glancing and digging out information easily. Wearable tech is purely designed around convenience. This means your marketing messages have to be precisely relevant and straight to the point.
The rise of mobile technology has its pro and cons just like any other innovative product. It also presents more challenges than obvious solutions for marketers, but that is understandable given we are still in the infant stages of development.
Essentially, new software is required to help marketers successfully send marketing messages to smaller platforms. Companies like wearably have made headway, but given manufacturers are still trying to perfect the technology so that it is marketable, software is naturally lagging behind.
The wearable tech revolution?
We have to assume however, that wearable tech will take off. Google is already working with top designers to make the tech-specs more appealing to the eye, and once developers work out more uses for the product, it is only a matter of time before the eyewear is less creepy than it currently is.
The Apple and Samsung watches are likely to become more and more popular in years to come – and this is when marketers need to be ready to approach customers via their watch rather than their mobile.
So what are your options?
Near-field communications (NFC) devices will inevitably play a major role in the revolution. Consumers are already feeling the benefits of buying products with barcoded coupons straight off their mobile phones.
Manufacturers are in the process of developing NFC jewellery such a rings and necklaces. Mobile users won’t even have to take their phones out of their pockets to buy merchandise!
Experts are also talking up the ability for wearable tech to monitor the emotional state of consumers during the purchasing and marketing process. This will inevitably be useful for marketers, but how will consumers react?
That idea may not even get off the ground!
However, wearable tech in clothing is likely to appeal to consumers if they can get readings on their health and well-being.
Whether they are prepared to share this information with retailers when buying paint for example, is another matter, but if marketers can provide a significant emotional value to their customers there may be potentials.
Retailers understand the shopping experience is as important to customers as the quality of the product and the service provided. And wearable tech could offer huge potential for some companies.
For example, coffee shops could tap into information about blood sugar and caffeine levels of their customers and recommend a certain drink. Perhaps the customer will benefit from a fruit juice and a chocolate brownie than an espresso.
Businesses that can offer a service at the exact time when a customer needs it, is highly beneficial. And people like having easy decisions to make. If you can tell them what they need because that is what their body and emotional state recommends, how could they refuse?
When dealing with privacy and personal data, companies have to be very careful, so wearable tech will not benefit every company. But there are many other every day businesses that can offer valuable advice to their customers and wearable tech has the potential to offer multiple solutions.