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Do wearable devices have a place in B2B marketing?

By Octopus Group on 23rd April 2015

With the launch of the new Microsoft Band and Apple Watch, along with Android Wear adding more features, the wearables market has really started to hot up.

The massive investment tech giants are making in these devices means they’ll be an almost definite success with consumers, but could they also have a business use?

In marketing, data collection is essential for profiling and creating a personal, engaging experience to consumers. Data can be collected through a variety of channels, from self-filled surveys through to tracking a logged-in individual’s interactions with online content. With the Internet of Things, there are even more points from which to collect data.

The increased diversity of wearable devices available will build on this wide data pool, as brands begin to develop applications to match the evolving sophistication of these devices. The information gathered can be integrated with their current data collection methods to provide a rich profile of a user.

For example, if someone is jogging and is using GPS tracking, energy drinks brands could partner with the fitness app manufacturer to send them an alert at the end of their run, offering them a discount on the drink at their nearest supermarket. To make the offer personal and relevant, the company could use data to understand the weather, time of day and location to define which product to promote, and to improve the user experience, even include directions to the shop.

The consumer angle is clear, but looking at B2B applications, the same principles could be applied to build timely marketing campaigns around the content consumption habits of its target buyers. For example, a financial software company might know that IT directors often research new products while commuting. The watch’s movement would show they’re travelling on a train and an email could be sent at that opportune moment.

Beware of seeming creepy though – always make sure to let users know that their data is being used in this way and be sure to only provide relevant content to people when the data suggests that  they’ll want it. By being highly targeted, you can avoid an apathetic reception.

For more insight on honing your marketing, check out our recent blog: 41% Of CIOs Say B2B Marketing Is Too Generic – How To Find Your Focus

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