Wearable Tech is a new buzzword and is essentially defined as clothing & accessories that incorporate advanced electronic technologies. These devices generally perform the same computing tasks as hand-held devices such as smartphones and tablets but in some cases wearable tech can actually outperform them! This is because the design of wearable tech is actually smarter – it can provide sensory and scanning devices such as biofeedback and physiological tracking that are generally not seen in mobile devices.
Take Jawbone’s UP as an example – it is a wrist worn device that literally gets to know you and then tracks your activity, sleeping patterns, food intake and then gives you recommendations based on what you want to get from your current activity pattern.
If you’re a marketer that focuses on digital marketing tools such as email marketing, it is important to ascertain how these wearable tech devices will impact your strategy. While most organizations have already begun to optimize their emails to work on mobile devices, this new technology makes you think a step further on how you present your content.
Let’s take a look at some of the more popular wearable tech devices and what the impact of each of them will be to your marketing operations.
First up, let’s discuss Google Glass. This revolutionary device is the gadget everyone wants. The first thing to remember though is that it does NOT allow for advertising at all. As popular as this is, it could end up being a problem for you. As the technology on this device advances and people start reading their email content on Google Glass instead of their smartphones, you may have an issue , as marketing content won’t be allowed. Re-think how you can deliver content to this device without having a marketing approach so your content can be viewed.
Next, let’s take a look at smart watches such as Samsung Galaxy Gear and the up-coming iWatch. This poses a completely different problem to Google Glass in that they are literally tiny. How will recipients be able to read your content in its entirety if they aren’t able to even view it properly? These devices are also not internet enabled but can be paired via Bluetooth to other enabled devices and will display only notifications of content. Unlike Google Glass however, this is a solvable issue. If recipients get notifications on their wearable devices the headline of the matter they receive will be what prompts them to go ahead and read it. This means you need to work harder at creating a rock solid headline that will be delivered to their smart watches and make them want to view the entire content immediately.
Be smart about your approach to these devices that may be on the path to outsmart you by delivering better usability to consumers and don’t be left out of the game.