The action or business of promoting and selling products or services, including market research and advertising.”
In the 20th Century promotion was the king of marketing, getting your latest offer seen was the main driving force behind budgets and marketing strategy. With the increasing digitalisation of the world, getting your message seen isn’t difficult; anyone can set up a social media account and provide a stream of sales messages. But spamming your target market with sales spiel isn’t going to engage them; in fact it will most likely have the opposite effect…
Getting people’s attention isn’t the difficult part anymore, it’s holding their attention.
In the modern age we are constantly bombarded with information day in and day out; so much in fact we don’t even take in the message most of the time. Our phones buzz with the latest Groupon offer or pings as you receive yet another email telling you about the great offers on over at that takeaway you once ordered a cold pizza from on Just Eat.
As wearables become more and more popular it will become increasingly harder to escape from the marketers. You can always just put your phone in your pocket or bag, but when a message suddenly appears on your spectacle lens telling you that some terrible restaurant close by has a two for one offer on, what do you?
Well the quick answer is you do what you do at the moment and close the message without taking any notice of what it said. That’s why advertising is following the trends of technology to become smaller, more easily digestible. In the same way you glance at your watch to check the time, adverts must adapt to be able to get their message across in the time it takes you to glance at your watch. Short, visually engaging messages that can
Which brings me to the Apple Watch. Apple are late to the wearable scene; Samsung’s Galaxy Gear has was announced over a year ago. The Apple Watch is hardly revolutionary in technological terms but the possibilities it affords market research are staggering.
This month (September) Apple announced the highly anticipated Apple Watch, their first venture into truly wearable technology. Unsurprisingly, it comes with all the expected things such as Siri, message notifications and simplified apps. But it also has some other features that set it apart from the other smart watches out there such as biometric metal strips that can measure your heartbeat.
The health monitoring capabilities of the Apple Watch could help in the battle against obesity; its Healthbook app sets achievable daily tasks and can monitor how many steps you take a day whilst precious metal sensors on the underside of the strap can measure your heart rate.
However, these features could also be used by companies to collate data on all kinds of aspects of their target market and adjust their approach accordingly. The sensors designed to measure your biological response to exercise could be used by advertisers to gauge your emotional response when viewing advertisements or purchasing products. Ultimately, everybody will become a member of a focus group, their every move and emotion plotted on a graph and analysed to help marketers zone in what works best for their intended audience.
Social media and Google analytics has already allowed marketers to quantify the effectiveness of their materials in a purely numeric form such as the number of unique visitors to a site or how many people clicked onto an advertisement.
In the same way smart phones and social media were the spark that caused the revolution in marketing over the last decade, wearable technology will drive the changes in marketing over the next decade and beyond.