Taking Wearables Seriously
3. Post-Transactional Relationship
Increasing data points and data access via consumers' wearables and the IoT, often unknowingly, provide a unique opportunity for marketers to take customer relationships to the next level.
You can now interact with consumers on a customized, individualized and personalized level throughout the buying process. This will enable brands to build more profitable and longer-lasting relationships over time, and further cement themselves as the preferred brand in a particular category.
Several systems are already at play to augment and facilitate greater functionality relative to wearables and IoTs, and further advance the trends and opportunities outlined above. From low-energy Bluetooth beacons and near-field communications (NFC) to virtual reality, you may already be familiar with some options. If you've used Apple Pay on your new iPhone 6, skipped lines at the airport by checking in with your mobile boarding pass, set an alert on your Nest thermostat or played the latest first-person shooter game with an Oculus Rift headset, you know what I mean. You've already begun experiencing the benefits.
These systems will continue to evolve, and ultimately new ones will surface to play a major role in the expanding marketing environment of connected devices, wearables and the IoT. Given the excitement and opportunities that exist around the space as a whole, we'll continue to research the impact of this new age of buyer behavior and watch how new technologies are unfolding, how brands are successfully leveraging them to grow, and what businesses can learn to inform their own marketing agendas.
Sam Zises is founder and CEO of New York-based marketing agency [L]earned Media. Reach him at firstname.lastname@example.org.