Your grandpa’s vintage watch may stir-up an emotional connection, but it can’t connect to the internet. And today’s smart watches, wristbands, and eyeglasses are being developed to connect to everyday necessities including phone calling, internet browsing, emailing and more. In fact, the growing market for wearable technology is creating a new medium for content that will supplement a smart phone or tablet, but could soon replace them altogether for certain tasks. This of course will drive marketers to be very strategic in their content delivery.
According to Juniper, the wearable tech market will grow to $19 billion by 2018. Major players like Google, Samsung, Adidas, Nike, Garmin, Sony and others are working hard to create the next big wearable smart device. According to another study 52 percent of consumers say they’ve heard of smart glasses, smart watches, and wearable fitness tracking devices. Twenty-eight percent say they are likely to buy such a device. But unlike a tablet or smart phone, wearable technology devices generally require content to be displayed in a more squeezed environment — one that requires content with razor-like precision.
This is a big deal for content creators.
This new environment makes it all about the content balance. Too much and you’ll lose their attention. Too little and you’ll fail to connect the message with your objective. Pushing out a lengthy blog article, for instance, may fall flat. But brief headlines and news bites have become standard reading for most consumers. To address this, marketers will need to deliver messages more effectively using not only less copy, but the right copy. Short videos, images, and sounds will be key elements to delivering attention-grabbing content on these devices. But word choice, phrasing and timing will increase success as smaller content-enabled technologies reach the masses.
While much of the focus is on smart watches, twenty-nine percent of consumers are aware of Google Glass. Among them, one-in-five say they expect to buy the device according to the NPD Group. Just like smart watches, smart glasses will do it everything from making and receiving calls, browsing the web, and talking photos and videos. The varying screen views for all of these devices will change over time, requiring a flexible content delivery strategy moving forward.
Perfecting the way a website appears on these devices and the ways consumers interact with content ultimately will determine a marketer’s success. But the challenge ahead will be figuring out the smartest approach to communicating to target audiences in their new social/mobile language. Right now, there’s no standard. Only time will tell…