Apple Watch: Sweet or Sour Taste in Your Mouth?
Even though it's called the "Apple Watch" by the company that created it, everyone else is already calling it the "iWatch." Marketers seem more excited about the smartwatch Apple announced on Tuesday than they've been about other wearable technologies, including Google Glass, Samsung's five models of smartwatches and watch models from Motorola and Sony.
Back on June 5, when Target Marketing witnessed an audience member at 2014 Integrated Marketing Week in New York ask Adam Shlachter, head of media activation at Digitas, for advice about marketing on wearables, he had a simple answer:
"The juice probably isn't worth the squeeze."
Similarly, Wall Street may be more excited about Apple Pay, because users can pay for goods and services with near-field communication (NFC) on their smartphones.
On Monday—when Dax Hamman, chief product officer at programmatic advertising platform provider Chango—got excited about the phone's Bluetooth capabilities, iBeacon. (The watch also has WiFi.)
"As somebody interacts with iBeacon through their iWatch," Hamman writes for The Guardian, "or as they browse for products throughout their day, that data can be used by marketers within milliseconds to deliver highly relevant ads; real-time marketing, as we call it."
A few tips for marketing to consumers who are using wearables are:
1. Be Completely Transparent About Data Use. NetworkWorld reports 26 percent "of those aware of wearables had concerns with privacy." (That brings up another issue, which is consumers may not know enough about wearables yet.)
2. "Don't Annoy Users With Notifications," Adweek's Garett Sloane warns in "Everything Marketers Need to Know About Apple's New iPhones and Watch."
3. Consider Targeting the Fitness-Conscious. "Fitness- and health-conscious consumers are the first segment many brands are thinking of serving with the device," Sloane writes. "Much of its capabilities include tracking one's movement throughout the day. Mindshare partnered with Map My Fitness to understand health data and 'how to utilize wearables to improve everyday life,' " Mindshare's mobile director in North America, [Jeff] Malmad, tells Adweek.