Wearables are Changing the Way We Do Digital Marketing
Wearables technology is all set to change how you market online. Well, that may make news-worthy sense, except for how ridiculous it seems when you try to weave a lasting relationship between digital marketing and Google Glass and its kind.
Penna Powers suggested earlier that wearables penetration will outdo smartphone penetration by the end of 2019. The next natural question most forward-looking digital marketers and content strategists ask is, “how are wearables used in digital marketing?”
However, most wearables conversations tend to revolve around fitness trackers, smartwatches, and sleep trackers. Most conversations that start this way end up traversing across the Internet of Things (IoT) and hollow out into the dystopian future Elon Musk recently addressed. But what does wearable technology mean for marketing?
Wearable technology for marketing may be a new thing at this point, but so was drone technology in 2014.
Just two years ago digital marketers around the world could not sleep right, felt like they were walking on thin air and wondered how to use drones for marketing.
Combined with the tremendous enthusiasm for high-quality video and photos in 2017, drones now help smart marketers to capture aspirations of their target audiences and infuse their calls to action to drive more leads and sales.
The technology leverages high-resolution camera and film technology to shoot incredible, panoramic real estate, team-building trips and retreats, trade seminars and so on for commercial purposes.
Consumers, on the other hand, can now capture splendid aerial views of wedding ceremonies, family reunion, and so on.
The business is booming, but for marketers who see the opportunity and develop marketing strategies that use these technologies.
It is no different when it comes to strategising a digital marketing plan for wearable technology.
Juniper Research forecasts wearables marketing spend will top the $68.7 million mark in 2019. That is a jump compared to the $1.5 million wearables advertising attracted in 2015. Online marketers cannot afford to lose out on such an opportunity.
Digital marketing strategy is best for Wearable devices?
But unlike the current mainstream platforms for content marketing, wearables are tiny, personal devices that may not even have a screen to display adverts and play marketing clips.
Still, wearable technology is more personal than the current smartphone technology. And people are increasingly choosing what content to view, even skipping those YouTube adverts, and using ad blockers in web browsers.
Yet, there is an opportunity to use new digital marketing methods that engage, enrich, and invite individuals by appealing to their personal tastes and interests.
For example, digital marketers could use audio marketing methods that play their short CTAs out loud. This is possible because, in its current state, wearables technology is grounded in IoT.
So when a listener uses Livestream on their smartphone to listen to their choice of music through their wireless Bluetooth headphones, they get to hear you out. Clearly, marketers who’d wish to target this listener with text, photos, and video would lose out.
Thanks to new developments made to virtual assistants such as Apple’s Siri, Google’s Now and Microsoft’s Cortana, this type of case is a preview of things to come. More people will soon prefer to seek interesting online content, including news, reviews, and shopping details using voice search.
Already, Google’s revamped Knowledge Graph could allow internet users to make voice searches and receive precise voice search results, eliminating the need to scroll on a screen to choose a certain website. Certainly, SEO’s keyword method might not offer a content marketer much help in this case.
The Wearables, AI and ML and Digital Marketing Connection
Digital marketing strategies can tap on and combine the powers of Artificial Intelligence (AI) and the data smarts of machine Learning. Both platforms allow marketers to learn their target consumers’ interests, so they can develop new ways to reach out to these people and place relevant offers before them wherever they are.
In the past few years, the stunning rate of mobile devices penetration forced search engines to develop their algorithm to enable more precise search results and ads targeting. What followed is marketers were able to keep tabs on what more individuals were looking for and where.
Experts predict that more adults will use wearable technology to ask for directions. It is only a matter of time before potential buyers ask their wearables to recommend services similar to yours. Will you be there to receive them?
Online marketers will also need to be creative when addressing potential leads and customers through wearables. And the individualised nature of wearables could mean digital marketers can learn more about individual interests and offer ultra-targeted offers without infringing their space, thanks to AI and machine learning technology that work seamlessly with wearable devices and technology.