3 Questions Marketers Need To Ask About Wearable Tech

3 Questions Marketers Need To Ask About Wearable Tech

It’s all about wearable technology now. If marketers aren’t on board, it’s time look into it. Midu Chandra, one of the co-founders of marketing and technology consultancy mobiDdiction, looks into what marketers need to know when delving into this space.

Wearable technology is currently very much in an early adopter phase, however the power of connectivity is driving change at an unprecedented rate, fuelled exponentially by new technologies being launched every week. Everyone is talking about 2014 being the year of the wearables and for Hardware Manufacturers I would agree now is definitely the time. Smart watches. Fitness bands. Glassware.

Your whole body could be adorned with mobile gear that tracks everything from your location to the number of steps you take in a day. As sage marketers however, we need to ask ourselves the question; is now the time for me to invest my marketing budget in wearable technology or is it still a fad? When done well, wearable technology helps customers make immediate decisions based on their actions, surroundings and the data their devices record. Wearables are capable of sending and receiving text messages, being location-aware, calculating calories and shooting video and photo.

Revenue aside, wearable technology will represent a huge opportunity for marketers. The device itself is only one part of the experience. How one device syncs with another, how the wearer’s data is either shared with the brand for a more customized experience or kept private, how the wearer shares their data or experience with other wearers—these are ways in which marketers can further tailor content marketing, information and geo-targeted offers. Taking all of this into account, developing wearable devices certainly crosses into the developing-new-technology space and can be quite cost prohibitive, depending on your idea. So what should your thought process be and what are your options?

1. How does your idea fit into the “ecosystem”?

The biggest question you should first ask yourself is how does your idea fit into the “ecosystem” of consumer experiences you already have does it have a purpose? Does it integrate with one or more of the multiple marketing programs you have?  If it feels like a one-off launch it is most likely not worth the investment.

2. Should we invent it or partner up?

How do you identify something that is special? First port of call would be to look at the wireless carriers within the market. Independent connectivity introduces additional pricing challenges, where as wireless carriers may be interested in offering subsidised pricing due to the potential data sharing opportunities.

3. Intuitive and compatible?

Lastly, you have to ask is whether the idea is intuitive, compatible with other devices and most importantly, fashionable. If it doesn’t look good, it just doesn’t stand a chance of immersing itself into your customers life. As you can see, there is a fair amount of rationalisation before you can truly decide that wearable technology is worth more than your innovation budget.

When wearable technology costs just enough to justify the software inside it and the value it provides, when it solves real problems rather than serving as a distraction and when more than a few early adopters simply cannot live without their wearable technology, then we’ll be ready. I would say wearable technology is here. It’s been here for a while now, but unless you have a big enough program and you really are answering a particular need, it’s better to wait for the market to mature.

We—consumers, marketers, innovators, technologists, retailers, data analysts—we need a little more time to play and innovate before this becomes mainstream.




Please login with linkedin to comment

My Local Auction Project Clever Buoy The Morning Show

Latest News

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]