Wearable Technology + Digital Marketing

Glasses, watches, pedometers, OH MY! What do these things have in common? They’re getting smart. Wearable technology is still new, yet it’s definitely something digital marketers should begin planning to incorporate into their marketing efforts. We don’t know if it will be a fad or turn into the next big thing in mobile, but it’s a trend that’s picking up speed and can’t be ignored. Industry experts believe that the release of the Apple watch next week (4/24/15) will drive demand for wearable tech and cause it to really explode onto the scene. By 2019, 168 millions wearable devices are expected to ship. Mainstream adoption isn’t too far away.

1. Consumer Data and Analytics. With wearable technology comes the ability to tap into the pulse of the consumer, literally. Devices with built-in biometric sensors will give marketers of end users. Location information and buying habits will also be recorded. This means data can be gathered on consumers’ reactions to anything at any time the device is worn. For example, when a consumer walks passed their favorite store, a message about a secret sale could pop up on their smartwatch. Does their heartbeat jump? And do they make a purchase based on this ad? These are things the marketer will be able to see thanks to wearable tech.
2. Search Marketing. A disadvantage of wearable devices is the much smaller screen. Limited display size will force marketers to get to their messages across more concisely. Additionally, the top search results on search engines will become even more desirable, since the screen won’t have room to display many results at one time. This will make keyword research one of the top priorities on a digital marketer’s list.
3. App Development. Apps such as Facebook and Twitter are already being designed specifically for wearable technology. As more people start using smartwatches and wearable devices, it’s inevitable that apps will be developed to accommodate them. If your app isn’t responsive to wearable devices, you’ll be missing out on a whole new way to reach consumers.
4. Social Media. With the onset of wearable technology, social media will become even more important. One might think people are extremely connected now with cell phones, but there will be a whole new level of connection with the use of wearable devices. The way users consume and share content will change along with the way content is formatted.

Wearable devices are a new way for the digital marketer to interact with consumers. While the future of this trend is still uncertain, it’s probably a good idea for business owners to consider how it will affect marketing efforts.