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Why Apple Watch Rings the Death Knell of the 'Mobile' Marketing Channel

by Kai Crow  |  
August 27, 2015

The addition of the Apple Watch to the customer's pile of devices (or the "Internet of the customer" to be trendy) is not a radical change in itself. However, it signifies the need for dramatic change in the way we market to customers.

What's changing?

As technology has evolved and new marketing channels have been created, marketing teams have grown into siloed groups that focus on functional areas such as branding, in-store, direct mail, online, and now mobile.

Now, of course, the Watch will most likely not become the responsibility of a separate team. I imagine in most (if not all) cases, Apple Watches and other connected devices will fall under the responsibility of the mobile team.

So what's the big change?

What the watch does represent is the blurring of lines between what have traditionally been seen as different "channels" by marketers. The addition of a connected watch potentially brings mobile content a step closer to customers when they're actively looking in-store and when they're out in the street.

For example, if potential customers are looking at a garment on a rack, they are unlikely to have their phone in their hand at the same time, but they will be wearing their Apple Watch. At this point, the Apple Watch becomes more powerful because of its proximity to the customer.

You now have an opportunity to deliver customers relevant, contextually appropriate messaging with the highest chance of it being viewed at that very point in time.

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Kai Crow is director of Marketing at VMob, an intelligent personalization platform.

LinkedIn: Kai Crow  

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  • by George Fri Aug 28, 2015 via web

    Really helpful and insightful article. Thank you for the great ideas.

  • by Curt Prins Sat Aug 29, 2015 via mobile

    The Apple Watch won't be the usurper for mobile marketing.

    Mobile marketing was never a channel or silo in the real sense even before the Apple Watch. It's a just substandard toy that illustrates how mobile glues all marketing together.

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