Shifts in marketing settings are nothing new. Internet marketing, when it was first introduced, brought about huge changes in the way brands interact and engage with their
customers. It forced marketers to redefine their communication strategies. Mobiles and tablets did it again with the growth in traffic to websites coming from these devices. Now that wearable technology is well and truly on the cards, these devices are all set to change the current marketing atmosphere once again. And given the fact that today’s consumers are extremely tech savvy, I feel the effect of wearable’s on digital marketing will have even larger implications on the digital marketing landscape.
But, what does this outbreak of new smaller technology mean for online companies? Will it affect web traffic, engagement or click-through rates? And how can anyone make the most of this boom in technology? It may not seem that people will purchase a product on their wearables, but there is a lot more to this technology. It can play a big role in the overall customer journey, so it would be wise to consider the market and having a wearable strategy could make a big difference.
Wearable devices can help marketers to collect large amount of data and analytics which is extremely valuable for their marketing efforts. For example, marketers can use an Apple Watch or other Smartwatch to collect data about its user including his/her real-time location and activities to deliver more personalized messages like more specific regional search results and emails.
Marketers can then utilize these smart devices to collect information related to the wearers’ preferences and buying habits to make even more customized marketing messages. Based on this data and statistics, brands can create apps, shopping carts and scannable QR codes to improve their digital marketing presence.
Wearable devices also have a huge impact on online advertising. Ads on these smart devices are likely to be more geo-specific and targeted, thanks to the availability of so much new data. With wearable devices it is now possible for a brand to send a discount coupon or a special offer code as a customer walks past their store, which is unbelievable to think about and means marketers can actually monetize wearable devices.
In digital marketing the secret is to deliver the right message at the right time and right place. With wearables you could receive a push notification about a special discount on a new protein product that the supermarket you are walking by has in stock.
And you are receiving this ad because of a fitness app installed in your smartwatch. This means it was an integrated exposure. The ad has targeted the right person, at the right time at right place.
All these indicate that we are quickly heading to the time when wearable devices can actually measure people’s exposure to mass media and share meaningful data with marketers. In turn, it will provide content which is not only highly relevant but also highly targeted and personalized, making the experience fluid.
For digital marketers, it is essential to stay up to date with wearable technologies as they are indeed the future of digital marketing. Although it is impossible to predict the exact impact of these wearable devices, you cannot deny the fact that businesses and consumers are fast adopting these technologies. And we will see some permanent changes especially in areas like online advertising, app development and social media in the coming months.
So brands should adapt to this digital marketing technology and reform their digital marketing strategies accordingly. If not it will only make it unlikely for them to survive in this highly changing technological tornado.