Wearables offer publishers the opportunity to make a one-to-one connection with consumers. Here are three scenarios which offer brands the chance to create a personal information exchange.
For most publishers, reaching customers at the right time, with the most influential message, is the ultimate goal. It's one of the reasons we sponsor events and partner with other brands. We strive to build the perfect retargeting message and find valued look-a-likes. No matter what, our ultimate goal is to find stronger ways to connect with our customers.
Wearables offer publishers the ability to make a true one-to-one connection - since wearables are in fact, well, wearable. This one-to-one connection challenges the brand to create an appropriate message, which can be delivered to a body part of the customer, in a relevant and non-intrusive manner. Consider these three scenarios, all of which offer a brand an opportunity to create a very personal and relevant information exchange.
Battery-Powered Publishing: Every wearable needs power, either rechargeable or replaceable batteries. Therefore, every wearable has an opportunity to fail - you either need to replace the battery or the charger at some point. Wearables also collect data, and the manufacturer knows when the battery source needs help. This is a prime opportunity for a publisher to send a customer-service-oriented message offering a replacement battery/charger in exchange for some personal information; take a survey, read a report, share some data.
Unlocking Insight: One of the most successful elements of wearables to date is their ability to provide improved, quantified self-insights. These very personal data points enable you to adjust your life habits to improve your health. When wearing a wearable device, unlocking access to additional insights about your health is very much in demand. Publishers have a tremendous opportunity to offer additional content, reading opportunities, or other information that leads to the unlocking of insights. Many people are happy to go the extra mile to learn more about themselves.
Supporting Smiles: While many people consider wearables to primarily be geared toward the health-conscious, wearables offer a tremendous opportunity for retailers and buyers as well. Sharing updates, short articles, directions, insights, and other information with shoppers offers a tremendous opportunity for publishers.
These three scenarios are largely uncharted territory for many publishers out there. Early innovation will be key to defining tactics and strategies that will be able to move the needle.
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Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
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