Marketers know the best way to reach customers is to message them wherever they are, thus the hubbub about mobile marketing, from push notifications to iBeacons. With many connected devices entering the consumer market, the new guy on the block for mobile marketing is wearables, specifically smartwatches.
Wearables let marketers reach customers on-the-go and provide more relevant, targeted messages, but they also present the risk of appearing intrusive. Some marketers may question whether there’s actually a wearable market, and while only 15 percent of consumers are using wearables today, according to a Nielsen study, by 2018 the number of wearables sold is expected to increase ten-fold, according to predictions by Juniper Research.
That’s why marketers need to figure out how to use wearables to their advantage now, so that when the timing is right, they’re ready for action.
3 tips for smartwatch marketing
Connected devices provide immense opportunity, but how can marketers maximize success? Here are three tips from marketing experts:
What skeptics are saying
Wearables are part of a bigger picture — The Internet of Things — that is here to stay, but some marketing experts see challenges ahead for marketing on wearables, and a handful even think it’s a lost cause. One of the biggest challenges for marketers is getting their message across on such a small screen. To solve that problem, Gartner analyst Angela McIntyre suggests turning to audio ads instead of visual ads since visuals require someone’s complete attention and could be dangerous while driving or walking down the street. While a creative solution, people aren't going to hold their watches to their ear to listen to an ad, argues Ovum analyst Carter Lusher.
As marketers are still figuring out how to master mobile, they should stick to it for now since smartwatches don’t promise anything more than smartphones do, argues Doug Hecht, president and chief operating officer of digital agency Digitaria. Hecht told Mashable, “Smartwatches aren't going to give you a big difference over mobile phones. A smartwatch doesn't represent anything important for advertisers right now.”
Do you think smartwatches will make a significant impact in the marketing industry?