How to Reach the Growing Number of Smartwatch Users
Strategy Campaign for Smartwatch Users
Mobile devices have become an important aspect of the digital marketing industry. With the rise of new mobile technologies in the form of wearables, many businesses and marketers are looking at expanding their list of mediums and extending their online campaigns to incorporate these devices. Based on Paypal’s 2015 report, mobile payments via smartphones have surpassed traditional payment methods, where China, Turkey, and UAE are the top countries with high smartphone shopping usage. Soon, with the rise in ownership of smart wristwatches, it is expected that wearables will also contribute to the increasing worldwide of people purchasing goods via their mobiles.
Paypal’s recent expansion of their application for smartwatches running Android Wear and Pebble OS became a signal for many marketers to also expand their reach to wearables, since it is the largest mobile payment system today. But, how do you exactly create a strategic campaign for your business or client?
Include subtle advertorials
When it comes to smartwatches, everything needs to be short, quick, and easy to read. A Juniper Research report has forecast that advertisers will be spending a total of $68.6 million on advertising via smartwatches by 2019. What you need to remember are the following when building a strategy:
Content needs to be as short as 7-10 words, otherwise, users could click off the website immediately. Quick and engaging content such as digital coupons will be interesting to view on a small screen, especially when they can easily use these virtual discounts instantly via an online payment scheme or NFC-capable payment terminals.
However, marketers need to be mindful of their ads and the people’s reaction once it shows up on their devices. So far, they are highly aggressive in placing ads on smart wristwatches even if it does annoy users.
Consider its paired smartphone
Take in consideration that most smartwatches today aren’t standalone devices, which means that they will need to be paired with a smartphone to perform most of its mobile functions. The wearable list presented by O2 shows 8 devices that still need to be linked to an Android or iOS smartphone. To ensure that your new wearable campaign is working effectively, you should include the paired handsets when creating a strategy for smart wristwatches, as sizeable content will have to be viewed via the handset.
One of the most eagerly anticipated wearable today is the Apple Watch that can be paired with the company’s flagship phones (the iPhone 6 and iPhone 6 Plus). If you are creating an application for the Apple Watch, then make sure that it connects in real-time and seamlessly with its counterpart app on the phone to better view the responsive website and content on the smartphone screen.
Offer immediate solutions through your services
Hyper-immediacy is the focus of all smartwatches. They are able to provide solutions to users quickly through a quick glance of the device on their wrist. Wired Magazine even said that “the device knows what users want before they want it,” as notifications are sent instantly from their smartphones to their wearables in real-time. Thus, disseminating information such as a flight details, mall sales and coupons updates, and stock market changes.
In addition, wearables are able to locate a person via their built-in GPS tracking. Through this technology, you will be able to target those people who are within the vicinity of the business that are in need or that need your assistance.
Although smartwatches haven’t completely convinced the consumer yet, adopting this new form of technology in your digital campaign presents your company’s ability to innovate. What do you think of Google Glass and other smart headsets as a medium for marketing products and/or services?
Exclusive for Propel Business Works
Written by Jennifer Birch