Mashable's series of articles called SWOT Team features insights on marketing, branding and public relations. The latest article by Jeff Malmad, who is head of Life+ and Mobile at Mindshare North America, talks about smartwatch's utility for marketers, and adds, “Think of the smartphone as Batman, and the smartwatch as Robin. They can each work independently — but, together, they're a dynamic duo.”
The article list five things that marketers need to know about smartwatches, which are as follows:
1. Push notifications: When an app notification appears on smartphone it appears on smartwatch as well, says Malmad. This feature can be used successfully to give high-value information at any time and anywhere.
2. Make them action-oriented: The notifications should be action oriented and drive immediate value. For instance, a customer shopping for grocery should recieve messages related to grocery offers.
3. DO you need your own app: Content pblishers have the most scale on smartwatches these days, says the Mashable article, and thus, before getting your own app you can think of partnering with one of those.
4. Create an ownable experience: A plain 'sponsored by' message may not do, instead partner with content publisher to offer a new feature or experience, says the article.
5. Be adaptive: Tailor made programmes based on user location, preferences, history etc. will help in creating engaging marketing programmes, Malmad says on Mashable.
Read the whole story here