Embed Size (px)
DESCRIPTION
Matt Doherty, Associate Director of Global Digital Creative Development at Ogilvy & Mather, presented Equipping Engagement with Wearable Tech at the Customer Engagement World 2014 conference in New York. As wearable tech continues to gain popularity with consumers, brands and their agencies are tasked to determine what this technology will mean for them. The good thing is brands of all types don't have to start the R+D process from scratch. There are all sorts of areas for brands to be a part of in the wearable tech ecosystem. We'll define the ecosystem, consumer experience factors, and uncover wearable tech opportunities you can take back to your brand.
Citation preview
EQUIPPING ENGAGEMENT WITH WEARABLE TECH
CUSTOMER ENGAGEMENT WORLD 2014
@TheMattDoh
MODIFY CONSUMER BEHAVIOR
WEARABLE TECH TODAY
WEARABLE DEVICE SALES WORLDWIDE, BY SEGMENT, IN 2018 BILLIONS OF DOLLARS
IT’S GROWING…
eMarketer, SEPT 2014: “WEARABLE TECHNOLOGY: A MULTI-DISCIPLINARY ANALYSIS”
ENTERPRISE
$1.9
HEALTHCARE
$5.0
FITNESS
$7.6
COMPONENTS
$22.1
LIFESTYLE
$35.8
FITNESS VERSUS LIFESTYLE CATEGORY PRICE POINTS, 2014 IN U.S. DOLLARS
*TechCrunch, SEPT. 2014: “THE GOLD APPLE WATCH COULD COST AS MUCH AS $1,200”
$59.95 FITNESS
VS
$1,200* LIFESTYLE
BUT IS EVERYONE GOING TO WEAR IT?
WELL, LET’S HOPE SO
BUT IT’S TRICKY
DRAWBACKS: PERCENTAGE OF CONSUMERS WHO SAY WEARABLES WILL…
PwC, OCT 2014: “CONSUMER INTELLIGENCE SERIES: THE WEARABLE FUTURE”
…MAKE US VULNERABLE TO SECURITY BREACHES 86%
…INVADE MY PRIVACY 82%
…HURT OUR ABILITY TO RELATE TO OTHER HUMANS 72%
…MAKE ME TOO DEPENDENT ON TECHNOLOGY 68%
…LEAD US ALL TO OWN AND USE TOO MANY DEVICES 65%
…TAKE AWAY MY AUTONOMY AT WORK 54%
…TURN US INTO ROBOTS 52%
…MAKE MY JOB UNNECESSARY/REDUNDANT 47%
…MAKE EVERYONE LOOK RIDICULOUS 37%
WE HAVE TO GO BACK
WHO WORE IT FIRST?
WHO WORE IT FIRST?WHO WORE IT FIRST?BODY ARMOR
INCREASED STRENGTHS
THE WATCH
SHIFTED PERCEPTION
EYE- GLASSES
ADDED ABILITIES
ASSIST WEARABLES BY MODIFYING CONSUMER BEHAVIORSINCREASE CONSUMER STRENGTHS SHIFT THEIR PERCEPTION ADD NEW ABILITIES
WHERE CAN BRANDS PLAY?
TODAY’S WEARABLE TECH ECOSYSTEM
PERSONAL FACTORS
BLOOD PRESSURE BODY ENERGY EXERTED BODY TEMPERATURE FACIAL FEATURES HEART RATE MUSCULATURE
PRESSURE/FORCE SIGHT SKIN COLORATION TOUCH VOCALS WEIGHT
PERSONAL FACTORS
ENVIRON- MENTAL FACTORS
FACIAL RECOGNITION GRAVITY/INERTIA LIGHT MOTION OPTICS
RFID SCENT (CHEMICALS) SOUND TEMPERATURE WEATHER
ENVIRONMENTAL FACTORS
LOCATION FACTORS
COMMERCE DISTANCE GEO-LOCATION PROXIMITY-TARGETING TIME
LOCATION FACTORS
AUXILIARY FACTORS
BLUETOOTH CELLULAR NETWORKS GPS WI-FI
AUXILIARY FACTORS
THE CONSTANT
MOBILE DEVICES & CONNECTED WATCHES
THE CONSTANT: MOBILE DEVICES & CONNECTED WATCHESUNIVERSAL UTILITY THAT WORKS ACROSS ALL IDENTIFIED FACTORS AND INTERCONNECTS WEARERS WITH THE TECHNOLOGIES THEY EQUIP
THE SWEET SPOT
WHERE BRANDS CAN PLAY
WHERE BRANDS CAN PLAYIDENTIFY A CONSUMER BEHAVIOR YOU WANT TO MODIFY
FIND A WEARABLE ALREADY DOING SO
PARTNER TOGETHER TO CREATE A NEW OPPORTUNITY
THE CONSTANT: MOBILE DEVICES & CONNECTED WATCHES
WEARABLE TECH BRAND ECOSYSTEM
BRAND OPPORTUNITIES
FACTORS TO CONSIDER AUXILIARY LOCATION
ENVIRONMENTAL PERSONAL
WHAT CAN BRANDS DO?
UPDATEUPDATEPHASE AN APP
PRODUCE A DATA LEVERAGED PLATFORM
CO-MARKET WITH WEARABLE$$$
TAP INTO OPEN APIs
WatchKit
HOW ABOUT WEARABLE ADS?!
ABSOLUTELY NOT.
SIMPLY, REPURPOSE
HOW TO EQUIP YOUR BRAND
STAY CONSUMER CENTRIC
WEARABLE TECH IS THE CLOSEST YOU CAN GET
SO DON’T BECOME INTRUSIVE
IN THE END, MODIFY CONSUMER BEHAVIOR
THANKSCUSTOMER ENGAGEMENT WORLD 2014
@TheMattDoh
