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How Wearable Technology is Changing Digital Marketing

Wearable Technology & Digital Marketing Go Hand in Hand

Considering that technology is at the centre of almost every other part of our lives, it should come as no surprise that it has begun to make a home for itself in the fashion world as well. Wearable technology is one of 2014’s hottest new trends. In fact, according to Cormac Reynolds, the sale of smart watches is estimated to reach 4,000,000 this year alone. Following this auspicious prediction, a Deloitte study has estimated that smart glasses, smart watches, and fitness bands sales will hit about $3 billion in 2014.

pebble-smart-watch
Pebble Smart Watch via Wikipedia [Smart Watch]

Wearable Technology: High Fashion Meets Hi-Tech

It seems only natural these two powerhouses should meet up. Fashion and technology are both at once elite and ecumenical, making them attractively elusive but ultimately, pretty attainable. We’re not talking about buying a ticket on the first shuttle to the moon, after all. The vast majority of people can afford a little high fashion or the newest technology; maybe not in excess, but at least within their lifetime. The attractiveness of this killer combo makes for a unique digital marketing opportunity for savvy and forward-thinking (and/or fashion forward) marketers.

So how do you engage to this niche market? Moreover, should you?
Let’s address the last question first. Wearable tech, while definitely a buzzword, is not mainstream, not yet. It also has its limitations. For one, wearable technology doesn’t facilitate typing. Moreover, the limited screen size of the products means they only show the top search results, meaning your over-zealous P.E teacher was right in at least one regard: second place is the first loser.

This said, research indicates that businesses that are serious about embracing all possible avenues to reach their clients should likewise embrace wearable tech. One study from Adobe Digital Index (ADI) reveals that the initial users of Google Glass are doing their fair share of surfing the web. Admittedly, Glass browsing only accounts for a small part of the total online traffic (like we said, it’s not mainstream), but its incidence has also risen 135% over the last year; this is more than the growth of tablet and mobile growth, which come in at 39% and 38% respectively.

There’s no doubt that the multi-screen marketing movement – which already necessitates marketing effectively across a variety of devices to maximize the reach of your brand – will soon be expanding to include wearable technology. For this reason, marketers should focus on responsive design and integration with other devices . It’s a new horizon, so you’re going to need to get creative.

Here are some tips to get you started…

Marketing for Wearable Technology

Content Compliments Form. Design your mobile site with squares in mind so that your visitors can better access and interact with your brand using their wearable tech. These squares are optimized to stack for mobile use, so you can give your visitors a tidier visitor experience without skimping on the information.

Right and Tight. Think 7 to 10 words per square; anything more looks clunky and crowded.

Multi-Media for Max Effect. Admittedly, 10 words won’t always cut it. Consider maxing your square-space by going multi-media and using an audio track or a video to expand on a certain point.

Location, Location, Location. The overwhelming increase in mobile browsing has already made location based tech an invaluable tool, and its merits only increase when we consider wearable technology. Since the very nature of this product involves using it primarily on-the-go, you are going to want to optimize your business so that it is more searchable locally. (Think Google Carousel, Google Local, Google+.)

Email Enthusiasm. The ability to send and receive email anytime and anywhere is definitely one of the most attractive perks of donning wearable tech, so it’s important to embrace email marketing to really capitalize on your market. Well-timed email is crucial, so we’re talking about sending emails during peak commuting times. Of course, the email content has to be worth reading, so quality, well-timed emails are key.

The Catch

Of course, there are some notable obstacles to marketing to wearable tech. For one, most wearable tech do not allow ads – at least not yet. Still, this doesn’t mean that your business can’t benefit from catering to the fashion-tech contingent. If you want your brand to be ubiquitous, you will want to have a solid presence across all devices. Sure, products like Apple Watch, Google Glass, Samsung Galaxy Gear, the Qualcomm Toq, Garmin’s Vivofit, and Logbar’s Ring may be relatively new to the market, but you can’t deny that wearable tech is a trend that’s only picking up momentum.

Speaking of technology, have a look at this Radio Shack advertisement from 1991, comparing all of the technology from that time and what you get in a compact smartphone today.

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