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How to Engage the Wearable Devices Market

The wearable devices market is growing very quickly. Since there is much marketing potential in such devices, marketers would be wise to allocate a small amount of budget now to begin to investigate the possibilities.

As the wearable device market grows, marketers will want to add to their strategies for outreach to the wearers. A wearable device is different than a Smartphone: information is delivered in a glance. In today’s hurry-up world, and especially with millennials, people are interested in right-now type of content.

So the marketing challenge is: how can brands tap into that to deliver value to consumers? Ideas from various research teams produced some interesting ideas of how marketing will have to change to accommodate the wearables market.

  1. Make content (even more) “glance-able”. Mobile devices like smart phones require short bits of information. Wearable devices require even smaller, more visual types of information. Users of smart watches comment that, since donning the smart watch, digging out their smart phone feels like too much of a hassle. So what is going to happen to all of your mobile marketing efforts when your audience considers today’s most accessible device too inconvenient?

It will require “glance-able marketing”. Companies will need to winnow down their content and messages to relevant, usable information that comes across in less than two seconds.

Marketers will need to re-think their mobile marketing strategies and consider questions like: What information would our customers consider “just in time” and when? What is the most important message and how can we deliver it? What are the visual elements of our service or product experience? How can we improve the customer experience for the customer glancing at their smart watch?

  1. Market in and to “micro-moments”.

As mobile has become an indispensable part of our daily lives, there is a fundamental change in the way people consume content. Predictable daily sessions online have been replaced by many fragmented interactions that now occur instantaneously; everything from checking the time, texting a spouse or chatting with friends on social media.

But then there are the other moments when consumers want to know or do something immediately so they turn to their mobile devices for answers. These are “micro-moments”. Micro-moments occur when people reflexively turn to a device, such as a smartphone, to act on a need to learn something, do something, or buy something. They are intent-filled moments when decisions are made and preferences shaped. It is at those moments that smart marketers can connect with their potential customers and deliver the right message.  Considering that the computers they carry in their pockets have trained them to expect brands to immediately deliver exactly what they are looking for when they are looking, successful brands will be those that have a strategy for understanding and meeting to consumers’ needs in these micro-moments.

  1. Integrate experience and create convenience: As wearables proliferate, they will add to a vast universe of interconnected smart devices. This is where the true promise of wearable tech lies for marketers: combining the refined knowledge of location with the Internet of Things to solve very specific problems and create convenience.

This can be especially powerful in the B2B arena. If, for example, your potential clients are in a meeting and have a need, you can take advantage of the interconnected world in order to deliver literature, product samples, instructional videos, or even set up “right now” visits by your sales reps to meet the information needs of your prospects with a couple of taps on their smart watch.

If you are able to deliver a service right when the prospect needs it, you are making their life easier. That is better than a marketing campaign; it is a convenience and the prospect will want more of it.

In summary, begin considering how to market through wearable devices now. The large tech companies are pushing this technology and your clients will adopt it sooner or later. By investigating the market and your making strategy now, you will be able to beat your competitors to this lucrative field.

If you need help developing a marketing strategy that incorporates wearable technology contact KEO Marketing, a leading B2B marketing agency, for insight on leveraging this emerging and powerful market.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.