Wearable technology was purely the domain of wristwatches and science fiction movies a mere decade ago. Today, the “wearables” category is an up-and-coming player poised to rock the digital marketing scene. Here’s a closer look at what wearable tech may mean for your digital marketing strategies in the months and years ahead.
What Are Wearables?
If one word could sum up 21st century technology, it might be, “smart.” From mobile to personalization to location-based data, consumers have more access to information than ever before. Because wearable gadgets offer even greater connectivity by communicating instantly with smartphones, their mass adoption is predicted with certainty.
Think about it: Daqri’s Smart Helmet is positioned to potentially do the same. And while wearables follow in the footsteps of predecessors such as computers and smartphones in bridging the gap between people and information.
What Do Wearables Mean For You?
Though it’s impossible to determine the impact wearables will have on marketing, most experts agree that it’s likely to be monumental.
According to a recent WIRED magazine article, wearable devices will decrease “the time between intention and action,” by “know[ing] what users want before they want it.” This represents unique opportunities — and challenges — for marketers who may still be struggling to catch up with the demand for mobile. Luckily, both technologies share the same endgame: delivering value to users.
A New Data Delivery Method
Just as the rise of mobile triggered the need for accessible, user-friendly functionality, the wearables trend pushes the drive for accessibility even further. Dubbed by technology accelerator and Wearable World co-founder, Redg Snodgrass, as, “glanceable marketing,” wearables take digestibility to new levels. Think less bite-sized, and more like a pill, seamlessly delivering relevant, usable data to the wearer.
More Value, New Insights
But it’s not just a matter of delivering data in the right format, it’s also about delivering the right data. We recently covered the rising importance of “YOUtility.” Wearables take this consumer-first approach to an entirely new level by offering access to everything: From a wearer’s physical state, to emotions.
Marketers with the analytics to translate this data into insights can ultimately gain a greater understanding of consumer behaviors in order to target their marketing strategies and build consumer relationships.
It’s the nature of the business: Just as we start to understand human behaviors, they evolve and change. And while wearables may be uncharted territory, they also represent unprecedented potential for marketers willing to take on the challenge. The Extend Group can help you navigate this new terrain and come out on top.
