Throughout the past few years, many tech companies have jumped on the wearable device bandwagon ranging from watches, glasses, and even wedding rings. Tracking everyday data was already getting more convenient through the use of smartphones, but with the rise in wearables, businesses have the opportunity to collect more data than ever about their potential customers. How will these developments change your business’s marketing strategy? Are you targeting consumers in the best way possible — through the items that they use every day?
Here are three ways we see wearables impacting local marketing and what you can do to adjust your marketing strategy as a result:
Convenience is Key
Consumers crave convenience, and the rise in popularity of wearables illustrate that more than ever. For example, 2.1 billion consumers worldwide are expected to use mobile wallets for payments or money transfers by next year. Mobile paying through wearable devices makes it easier for consumers to keep all of their payments in one place without having to carry around a bulky wallet or purse.
Convenience is important for companies that want long-lasting relationships with their customers because consumers are always looking for ways to be efficient when it comes to daily tasks. Make sure your business is easy to find where consumers are primarily searching, which is oftentimes directly on their wearable devices. Also, make sure it’s easy to contact you by displaying your phone number prominently on your website and ensuring your local listings are accurate and consistent across the web.
Evolved Ad Targeting
Geo-targeting a consumer with ads based on their location or interests isn’t a new thing. However, wearable technology makes it easier to send notifications based on interests and stores nearby while also pinning the exact location where purchasing decisions are made. Wearable technology is able to see the route you take to get to work, buying habits, and daily routines which can further provide businesses data to help make marketing decisions. With even more access to consumer data, businesses will not only be able to provide you coupons for diners in town, but they will also be able to provide reviews telling you which one is the best. It can even pull up Google Maps to tell you how far away you are.
Take advantage of tactics like geofencing to target your consumers based on a specific location and provide helpful information or promotions so you’re delivering what consumers may be looking for when they’re near your business.
Optimizing Your Website & Content for Voice Search
With devices such as Siri, Alexa, and Google Home, voice search is only becoming more prominent in our daily lives, which makes it a key marketing concept to take note of. Wearable technology is an addition to the list of products that are available with voice search capabilities but is even more convenient than the rest because it is attached to the user’s body. With just a touch of a button on a watch, users are able to speak to their digital device in the same way that they would ask a question to another person.
Target long tail searches or inquiries that are longer than six words and expand your keywords towards longer phrases. Businesses should take the time to develop content that answers conversational questions rather than just keywords. Get more tips for optimizing your web content for voice search here.
Wearable technology is a trend that isn’t going away anytime soon. By tracking user data, businesses will be able to create strategies to further target consumers and grow their visibility. Have you purchased any smart wearables lately? Let us know in the comments below!