Apple Watch: what the arrival means to brands

If you haven’t heard that the Apple Watch launched this week, then you must have been under one huge rock! As the media circus starts to die down, what will the impact for this new technology venture mean to brands?

Wearable technology is not new with several brands currently fighting for market supremacy. Most notably is Samsung, who have invested heavily into their Gear range. That said, a recent study by Global Web Index shows only one in ten of 16-24 year olds currently own a smart watch -  a figure that drops to 9% when looking at a wider age demographic – these figures might suggest there isn’t much hunger but the same could have once been said for online and on-mobile shopping. The question is, is there a hunger for this technology and how will it impact our clients, and more specifically, their content marketing?

The short answer is an obvious one. As with any new technology, if it solves a problem and works, it will win consumer backing no matter what its costs. When the Walkman launched, it was an instant hit, so too was a certain iPhone. Whilst early adoption may be slow, as costs go down and competition increases, so too will consumers access to purchase. Wearable technology is here to stay and no doubt Samsung and Apple will be at the forefront.

So how can your brand get involved and who is already knocking on Apple’s door? Unsurprisingly major news outlets and brands are already developing their own programmes for Apple Watch. These include social: you can check your Facebook, Twitter, and Pinterest in a watch-optimized format using the system. You'll also be able to find your car using a BMW app, check out the news with the Guardian app, and even control the temperature in your home with a Honeywell app. If you'd rather fly, there's an American Airlines app that works by touch.

Apple also wants to develop with partners in different areas including entertainment, media, and especially health. Nike is an early adopter with health, allowing users who are heading out on a run to tell their friends and record their progress with the Nike app.

There are other great opportunities for brands, for example if a cinema chain could ping its fans with the latest film releases and cinema offers, not to mention remind them when their film is about to start! A food brand could supply its fans with cookery suggestions around key shopping periods e.g. the ‘post work quick shop’ or the ‘weekend big family shop’. Such technology could also forward more detailed menu suggestions to your phone or to your online food ordering service. 

The options for brands to get involved are extensive but for it to be popular, it has to work and to solve a problem that simply taking their phone out of their pocket won’t do. Apple Watch is another cog on the wheel of Internet of Things and highlights the public’s hunger to be evermore connected.  For brands to succeed, they have to supply relevant content.

This article was written by James Mulrennan, Digital Account Director.  If you would like to discuss your content marketing requirements for 2015, please contact Debbie Jackson on 0207 343 3110 or email djackson@clarioncomms.co.uk