Wearables – or electronic accessories worn by people – have had a fair amount hype in the marketing world this decade, especially since the launch of the Apple Watch in 2015. According to AYTM Market Research, over 26% of US Internet users have purchased at least one Wearable as of February 2017, with most of those people looking for buying them for Fitness reasons. Wearables can count pulse rate, track number of steps one takes each day, counts calories burned, and even track your movements while you sleep.
But beyond that, Wearable users enjoy the utility of being able to receive text messages and using talk to text features for texting, email, and search engine queries. Business professionals stuck in several meetings a day can respond quicker to emails with less distraction than pulling out their smartphone.
Not to mention, Wearables are also a fashion accessory!
Publishers and Wearables
Publishers have also expressed interest in Wearables, but to a limited degree at this point. Statesman Media’s own Statesman Live App sends breaking news text alerts to those who have synched it to Apple Watch. The limited screen size for this Wearable makes it difficult to covey much information beyond a few words for easy content consumption. But fear not, Wearable fans, the same case was made for mobile phones just a few years back. The same argument was made for mobile phones at the turn of the decade, but now seven years later, many publishers report half or more of their site traffic comes from mobile devices from ongoing innovations.
Wearables for Marketers
As market share grows beyond the current 26% penetration for Wearables in the United States, marketers will undoubtedly find ways to tap into this new medium.
Geo-targeted coupons are already tried and true mobile marketing tactics on smartphones. But the impact can be even better on a Wearable. A dollar-off coupon that comes to your phone when walking by that Starbucks on 6th Street can be even more powerful on your watch. A quick buzz on your wrist is more likely to pull you in to get that mocha Frappuccino compared than a buzz on your phone that may be stashed in your bag.
Marketers are just getting started exploring the possibilities with Wearables, but expect to see a lot more innovation this year now that a larger population is using them.
15 Mar 2017 - Uncategorized