The impact of wearables on digital marketing strategy and how to take advantage of new communication opportunities fuelled by wearables. The five main areas marketers should think of when creating wearable marketing strategy.

1. How are 'wearables' going
to shape digital marketing
strategy in the future?
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2. It is estimated that by 2018 there will be 130 million
wearable devices on the market and that the wearables
industry will be worth around US$6 billion.
Would you have ever guessed that 50% of people are
already considering purchasing a smartwatch?
(The figure comes from a recent report by Gartner.)
“the next big thing”
Wearables are

3. Behavioural data provided by
wearables will enable complete
personalization of marketing across all
brand touchpoints.
Benefits of personalisation:
1. Increases conversions
2. Improves customer retention
3. Makes marketing useful

4. This means that digital marketing will be
transformed once again — this time by
leveraging on the new data generated by
wearables.

5. Therefore, to stay relevant,
brands must start thinking now
how to evolve their existing
mobile-first strategy to include
wearables.

6. Wearables offer brands incredible in-depth data and insight on
consumers.
Therefore, brands have to be mindful not to turn away consumers by being
intrusive. Their task is to create well-targeted advertising while respecting
users’ privacy.
The screen area on which to present a message is very limited
(if any).
Marketers must carefully match the message to the medium since
wearable devices have been designed to have “glanceable” interaction,
i.e. the messages have to be understood effortlessly.
Main considerations

7. How to best take advantage
of the new communication
opportunities fuelled by
wearables?
Wearable Marketing Strategy

8. Brand Utility
Push Notifications
Search
Brand Experience
Content Personalisation
The five main areas marketers should think of
when creating wearable marketing strategy
are as follows:
Content Marketing
Advertising
Source: The SHIFT 2015 project

9. Opted in advertiser alerts delivered to wearables based on context.
Starbucks already sends targeted marketing messages to customers’ wearable if there is
a Starbucks store nearby, reminding them to have a coffee break or redeem reward
points.
This is how they leverage wearables and location-based targeting in order to reach
consumers at more optimal times with relevant messages that may positively affect their
day.
1. Push Notifications

10. Search results/ads delivered to wearables after a (voice) search command.
Search results and/or ads delivered to wearables after a (voice) search command.
An active voice search scenario:
Let’s say you are cycling. Your wearable will know you are on your bike. When you ask
your Virtual Assistant for information (e.g. “Best Sushi Place”), it will factor your location
and mode of transport before delivering a list of restaurants.
A passive search scenario:
Let’s say a week ago you asked your wearable to show you all the styles for GORE
running pants.
Today, as you’re walking by Cycle Surgery, an alert comes into your wearable letting you
know that this store carries the style you were interested in.
2. Search

11. Consumer services specially created for and operated on wearables.
The message must add value and be non-intrusive.
A good example is the Digital DriveStyle app by Mercedes-Benz. The app pairs
with Pebble smartwatch and can notify drivers with a watch vibrate if there’s an
accident up ahead.
This way Mercedes-Benz builds trust and credibility among its users by being
helpful.
3. Brand Utility

12. Real world experiences powered by wearables.
Wearables can be used to enhance events and leave lasting memories. For
instance, some brands provide wearables to monitor movement and heart rate
of clubbers at branded club nights. The data is then displayed on screens and
used to ‘power’ the DJ’s set.
Since people can independently choose whether to participate in these
experiences, there is a sense of control and of the brand adding value to their
lives.
4. Brand Experience

13. Delivery of personalised content on other platforms based on wearables data.
Different types of data aggregated from wearables will be used to inform
targeting and content delivery across other digital platforms within the
ecosystem, e.g. desktop, tablet and mobile.
5. Content Personalisation

14. Conclusion
In-depth targeting data provided by wearables
will further blur the lines between advertising
and content.
In order to further build and deepen customer relationships, marketers
must ensure that the messages delivered to wearable devices and across
other platforms are 100% relevant, contextual, and valuable.

15. Q&A