By Sarah Robles on May 14, Share: In March we talked to Michael Atkinson about how wearable technology might impact restaurants into the future. Today we consider the broader impact of wearables on content marketing. Wearables, or clothing and accessories embedded with smart technology to support individualized computing, are rapidly rising in popularity.
What Wearables Can Do Wearables rely on emerging technologies like voice command and control, dictation, and pupil tracking to gather information from users. Wearable devices grant the wearer access to information in real-time as well as the ability to input and store data with ease.
Above all else, their purpose is to support constant, convenient, seamless, portable, and mostly hands-free access to computing. Most of us have already come into contact with or at least heard of wearables.
Wearables Impact Content Marketing According to the Content Marketing Association, wearables have the potential to redefine how marketers reach consumers. Increased social sharing and user-generated content associated with smart devices will help marketers create more useful, targeted marketing.
New technologies will support improved communication. Marketers may also be able to embed extra content in print and physical advertisements that will appear when viewed through specific wearables, like smart glasses.
But perhaps most importantly, wearables have the capacity to grant marketers access to the way consumers really feel. Similar to sentiment analysis which analyzes text for attitude and affinitymarketers could use such mood analysis technology to tailor appropriate messages for individual consumers.
Caveats Wearables, as an emerging technology, also present potential issues that users and content marketers should be aware of: Need to have, not nice to have. They must be able to pass the "turn around test", meaning that users would turn around halfway to work if they had forgotten the device.
Practicality must be considered, and wearables must offer capabilities so sought after that demand is strong and consistent. As always, with increased technological functionality comes increased concern for privacy. Wearables are designed to be intuitive, gathering and reporting data in real-time without required manual user input, and are expected to communicate with peripherals seamlessly.
Care must be taken, then, to assure that wearables maintain privacy not only for users themselves but for the general public that will have to engage with them indirectly.
Fine line for content marketers.
And, of course, content marketers specifically will have to ensure that the wearable-derived data they leverage is obtained legally, ethically, and with regard to consumer perceptions.
What do you think? Are wearables the next best thing in advanced technology, a fad, or a privacy bomb waiting to erupt? Let us know in the comments below! She is currently volunteering with her team to meet urgent community needs through projects that assist in rural and urban development, energy conservation, infrastructure improvement, and disasters, as well as environmental stewardship and conservation.The impact of Artificial Intelligence on digital marketing Tina Garg Chatbots, Alexa, androids, and tablets — even as little as 10 years ago, these innovations were just figments of our imagination.
Digital marketing provides an unprecedented number of opportunities to talk directly with customers and potential customers.
|Smart watches, connected glasses and even smart contact lenses are gradually making their presence felt in the mass market. These devices are tipped to be the next big thing, capable of running apps that will allow employees or consumers alike to purchase products or interact with them through the blink of an eye or a simple verbal cue.|
Because these are "real" conversations, they tend to have permanent effects on brand perception. With wearables bearing down on us, how can we adopt a pragmatic but open frame of mind?
Regardless, welcome to wearables, declared the next big thing everywhere in the press — and by plenty of digital marketing heavyweights.
Their potential impact on our behavior and expectations — and our marketing strategies — is far more complex. Digital Editions; Marketing Insights; Journal of Public Policy and Marketing 3 Ways Wearable Tech Will Change Marketing By: Christine Birkner Marketing News Print page.
A-, A, A+. Key Takeaways. WHAT: Wearables likely will become commonplace over the next decade, allowing marketers to better connect with consumers, both literally and.
Understanding the Impact of Direct Digital Marketing - Direct digital marketing strategies and tactics are especially affective for quick-service and fast-casual restaurant marketers. The increasing mobility of the consumer is a good development for any business, but it is especially good for quick-service and fast-casual restaurants.
The impact of digital marketing on business in general will minimize the marketing costs by transforming from traditional/offline marketing to a mix of offline and online marketing with a focus on.