Apple Watch as marketing tool: Chasing ‘micromoments’

“Apple Watch has marketing potential, but for now it’s more about experimenting with the ultimate goal of pursuing ‘micromoments’ that could make or break customer experiences,” Larry Dignan reports for ZDNet. “That’s the gist of a Forrester Research brief on how companies should think about marketing on the Apple Watch.”

A micromoment is a mobile moment that requires only a glance to identify and deliver quick information that you can consume or act on immediately. Twenty-five percent of US online adults get tired of pulling their phones out of their pockets all the time. Smartwatches are the perfect fit for marketers to deliver value in micromoments when people are traveling, jogging, commuting, or in a meeting. Healthcare companies are working on Apple Watch apps to deliver recommendations based on your individual context (e.g., your unique situation, emotion, and preferences) at a given moment in time. For example, an app could send you a discreet notification to use your asthma inhaler because you’re entering a more polluted area based on crowdsourced data on your allergens. — Forrester Research

Read more in the full article here.

MacDailyNews Take: Useful things that deliver value, like a free coffee from Dunkin’ Donuts to celebrate your birthday, will be welcome. Plain old ads will not and most Apple Watch users will not accept them.

6 Comments

  1. It’s not hard to determine that advertisers and jouranalists are both bottom feeders.

    Remember youtube? You used to be able to watch a short clip. Now you have to watch an add, or part of an add before a short clip, plus you’ll get a pop up add during the clip (your experience may vary depending on your country).

    Adds have become the bane of anywhere they can get established.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.