Mobile Marketer: Wearables Set to Expand Influence of Push Notifications

By Caitlyn Bohannon

NEW YORK – A Mindshare executive at Mobile Marketer’s Mobile FirstLook: Strategy 2015 conference said the rise in popularity of wearables creates an opportunity for marketers to send targeted and informative push notifications that will form loyal users.

During the “Wearables and What 2015 Will Bring” session, the executive discussed recent efforts in the wearable space and how they might be useful for marketers to consider. Targeted push notifications that are delivered to consumers via their wearable devices are more likely to hold users’ attention.

“The wearable device compliments mobile devices,” said Jeff Malmad, managing director of Mindshare. “It’s also capturing a lot of information.

“We’re moving from a controlled world to an unleashed world,” he said. “We’ve moved from desktop to spending more time on mobile devices, and mobile traffic has surpassed desktop Internet traffic. 

“Thanks to companies like Fitbit, Jawbone, Polar, we are now getting primed for the release of Apple Watch, which is why we call 2015 the year of the wearables. It will become much more mainstream.”

Mindshare is a marketing company, and its clients range from Ford to Lionsgate to Nike.

On the sleeve

The big mobile news at this year’s International Consumer Electronics Store included wearables, robotics and the connected world, but the array of gadgets, systems and ideas for living better are a cue for forward-looking mobile experts to ramp up their efforts to reach tech-savvy consumers on mobile (see story).

For example, Hyundai demonstrated its Blue Link smartwatch application with voice recognition at CES, making Hyundai the latest automaker to leverage a wearable for features such as remote starting, locking and unlocking doors and remote car-finding.

The app allows the activating of the voice function by pushing the microphone icon on an Android watch to let the driver execute commands such as "Start my car," "Lock my car" or "Find my car." Wearables are expected to be integrated with the bulk of vehicles shipping in the next five years, either directly or via a smartphone, according to research (see story).

According to Mr. Malmad and Mindshare, connecting on wearables is not about deploying a banner, running a pre roll or intrusion but instead should aim to achieve creating an additive experience, insight that can be beneficial and utility. Reports support the rise of wearables and 2015 will show more consumers purchasing these devices.

Jeff Malmad, managing director of Mindshare | Photo courtesy of Mobile Marketer

In fact, in January 2014, 46 million consumers accessed apps in the app store in the fitness and health category.

Up for grabs

Mindshare believes all marketers should consider wearables and that all brands can benefit from them.

The marketing company has worked with other entities to drive its own success in the wearable space. Mindshare has worked with Under Armour to provide scale, LightWave to leverage analytics and Kiip to dive deep into mobile messaging.

In addition to the aforementioned Hyundai wearable, many others were introduced at CES, Mr. Malmad addressed, including Temptraq, which monitors babies’ body temperatures and sends parents a push notification if their temperature changes.

Devices such as SAFE and Miiya help parents keep tabs on their children via GPS location tracking, and a Sleep Number bed tracks sleeping habits and sends a push notification if parents’ children gets up out of the bed at night.

Invoxia sends push notifications to users’ wrists and smartphones from their home refrigerator. There are even wearable devices for pets that provide diagnostics for their owners.

Brands of many retail sectors are able to tap wearables in unique ways to appeal to modern audiences. 

“We have a blank canvas to work from to form a wearable-enabled brand,” Mr. Malmad said. “Nonetheless, opting in is critical. 

“We don’t want to anger consumers; we want to provide a good experience that consumers will return to,” he said.


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Posted on January 20, 2015 .