Probably you have heard about the launch of Apple Watch that took place last month. It was an interesting and quite exciting event for people who are involved in marketing – people are aware of new opportunities to be closer and even more personal than before with their friends or clients.
Obviously, all marketers appreciate new ways to get up closer with consumers.
When we talk about Apple Watch, we talk about the tip of iceberg in the market of wearable devices, mobile applications and their integration to society. The popularity of wearable devices poses interesting questions to developers of mobile apps – mainly about extensions for mobile apps that will make Apple Watch functioning possible. Using wearable devices for interaction with customers is in trend now and it requires even more control over business processes.
What sounds great for a marketer, does not sound so great for a customer (sometimes). Apple Watch can become another way to contact customers. And more interaction with customers probably will lead to more irritating marketing campaigns. One of the scenarios can be more than frustrating – to avoid such direct contact many consumers can just delete the app to resolve the problem.
It is essential to understand what to show on the device and when. Do not expect users to be tolerant towards every push notification from marketers. The best solution will be to build so called hierarchy of messages - to know exactly what message they should sent direct to the watch.
To make sure consumers are not ignoring your messages, you will need to know which of notifications are usually read on the Apple Watch and which are ignored. Based on this knowledge you will know what to show to the customer.
Some markets prefer mobile devices for direct interaction with the client, so it is important to pay attention to how messages appear on specific devices. The space on the watch screen and screen of mobile device is different – so the size of the message should be also different. Apple Watch, by the way, provides two default ways to see the message – “short” and “long” version.
Mobile app design has to meet these specific requirements. Learning the usage patterns of individuals and delivering messages in appropriate way will bring marketing campaign to success.
If you are able to succeed in this, you will build strong relationships with your customers within the system of wearable devices.