One of the hottest topics surrounding digital marketing for 2015 is the predicted surge in wearable technology.
A wearable technology can be defined as a technological device that is worn on some part of the user’s body. Whilst the concept has been around for many years (think back to the calculator watch which was introduced in the 1980s), spring 2015 sees the hotly anticipated launch of the Apple watch, and other new devices are being developed all the time – from glowing colour changing fabrics, to fitness tracking bands and contact lenses. It is predicted that by 2016, 100 million wearable devices will be shipped to customers across the world [Gartner].
But what does this mean for marketing? Already we see people glued to their phone screens as they walk along the street, looking up only to cross a road or grab a coffee. Once we start wearing technology, people will be engaging with their gadgets even more often – every minute they are awake, and even when they’re sleeping. This leaves a huge time frame for us to tap in and engage with consumers.
The internet has already significantly changed the way we shop, but wearable technology looks to revolutionise the way we interact with brands and products even further. Devices, such as wristbands or watches, could potentially recognise a customer when they enter your shop or place of business. This will capture a vast amount of information about the customer in question, allowing for much more accurate and direct marketing opportunities.
Many digital marketers are still in the process of getting up to speed with mobile optimisation for smartphones and tablets, so wearable technology will be yet another platform for which to produce specific content. Developers are already pitching apps to Apple in what will become a very lucrative and competitive market area. It is clearly important that marketing campaigns recognise the developing trend for wearables, and businesses must begin to dedicate time and money into preparing for a shift in marketing techniques, specific to these devises. Brands will need to become more creative with their ideas and increasingly personal with their customers if they want to survive.