Wearable technology is on the rise – from Google Glass to Fitbits to the Apple Watch, we’re swapping out loose devices for ones that we can attach to ourselves. Wearing our technology means we have access to it 24/7, and that’s a pretty big selling point for many consumers. In fact, wearables market spending has been predicted to reach $19 billion by 2018.
So what does this mean for marketers? (Besides more data to collect and analyze.)
Now that technology is available in a more compact design, it’s likely that users will expect their information very quickly and very briefly. Chances are no one is going to read through their emails on their Apple Watch, so marketers will be forced to ask questions like “How can we reach our target audience in the appropriate amount of time while still keeping our information interesting?” or “What other resources (such as location, time of day, etc.) could affect the outcome of our strategy?”
This leads us into the idea of “convenience” marketing. Today’s “Internet of Things” is making life much more convenient. From programmable thermostats to GPS systems to automated door locks, consumers are getting used to doing less and having more opportunities at their fingertips. As a marketer, you’ll have to focus on what your company can do make the lives of your customers easier. It’s already easy enough to look through glasses or down at a watch, so how can you make an impact that makes things even easier?
Mobile pay is becoming more and more popular via smartphone devices, which means as wearables begin to flourish, they too will be part of the mobile wallet (Google Glass and Apple Watch are already on board). Marketers should be tailoring their payment processes to cater to those who pay with their mobile devices; this could mean offering deals, discounts, or simply a faster way to pay.
Even though smartphones have been around for more than a decade, marketers are still perfecting the best mobile strategies for customer reach. Since wearables are hitting the market while this experimenting is still going on, marketers will have to experiment even more to test the tendencies of wearable users. The good news is – now is a great time to do it. Since the market is still fresh, finding a successful marketing strategy could mean you’re one step ahead of your competitors.
Wearables bring on the idea of business-to-consumer marketing and how businesses can influence and affect the modern-day buyer, but in all reality, wearables could also become popular in the business market. Products like Fitbits are already being used among employees in the healthcare industry, and it’s not hard to imagine employees in other industries wearing a piece of technology for the benefit of the company. If this is the case, some marketers will have to shift their focus to the B2B market.