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, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
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