Wednesday, February 22, 2017

Content Marketing for Wearable Technologies

Examples of popular Wearable Technologies are:
(a) Smartwatches: e.g. Apple watch, Samsung watch. The adoption rate of these devices hasn't been great because these devices need getting used to. There are fits and spurts of activity but these devices have been struggling to take off

(b) Virtual and Augmented Reality: Samsung Galaxy Gear, Google Glass. There has been a major growth of Samsung Galaxy Gear in 2016 (~5 million) and the annual sales could reach half a billion by 2025.

(c) Home Technology: e.g. Google Home, Amazon Echo. Although these devices are technically not wearable, they share similar qualities as wearable devices - hands-free controls, instant accessibility and so on. This technology (IoT) is also expected to grow from 10 billion in 2010 to 34 billion by 2020.

Notice that these futuristic technologies are getting more compact with smaller screen size, limited interfaces and limited range of functionalities (e.g. eye wear technology with limited range of vision). Digital marketers will have to deal with these limitations when creating content for such devices. Some recommendations for such a content are:

(1) Digital marketers may find it challenging to display traditional content in many of these devices, but audio content requires lesser interfaces. As per Pew Research**, about one-third of US adults 12 or older have listened to podcast in 2016, and this number is expected to grow. Listenership has been rising for a variety of reasons and will continue to rise.

(2) New kinds of interactive content need to be developed for augmented and virtual reality devices that contain hyper local content that changes with the user's current location (e.g. street or block level rather than city or region) with interactive maps. The content could be a digital blur - content that marries real world for users to engage with content's material (e.g. pop-up weather forecast when sky begins to turn dark)

(3) Content has to be small and immediately available for access on-demand. New kinds of interactions need to be developed as well.

Wearable market is still in its nascent stages and changing. In the meantime, traditional content marketing will continue. At the same time, I think content marketing is picking up with digital marketing progress in the last/current decade, and with more brainstorming between wearable developers and marketers we may see the next stage of evolution for content marketing.

**Pew Research:

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