FIGARODIGITAL.CO.UK
SMART WEAR
The advent of
smartwatches, Google Glass and other wearable technology has sparked a debate about how intimate we want our relationship with technology to be. Tunde Cockshott at Amaze talks to Figaro Digital about the impact of wearable tech on how we create and consume content
he tipping point - the moment when wearable technology ceases to be a niche concern and enters the mainstream - may not yet have been reached. But it isn’t far off. And when it does
happen it is likely to change both how we consume and create content. With content top of many brands’ list of concerns in 2014, what could this mean for marketers? Tunde Cockshott,
headline on my iWatch, for example, but if I want to go beyond the synopsis I will likely use a larger screen. Video may have a place on our wrists, but, again it will be short. So with wearables, we will see the continuation of the trend for micro-content, but alongside the deeper content consumed on other devices.” So what do marketers
Creative Consultant at Amaze, predicts that wearable technology will primarily have an impact on the type of content we interact with. “We know content is moving from lengthy articles to smaller consumable chunks: Pinterest is a prime example. For younger generations, SMS and Twitter are preferred over email. The small screens of wearables are well- suited to scanning micro-content units but users are still likely to use their smartphones to consume larger or longer content items. I may get a
THE KEY HERE IS VALUE AND USEFULNESS”
have to do to ensure their ‘glanceable’ bite-size content reaches consumers? “If a brand wishes to
establish itself on a wearable device it needs to focus on providing utility and context,” says Cockshott. “A useful location-aware or context- aware application that aids the user, supplied by a brand is one way to market on
these devices.” If wearable technology takes off in the
way we expect it to, it will also lead to a massive increase in the amount of content we create documenting our own lives. Digital glasses will be able to film continuously throughout the day; users can effectively direct the movie of their
WATCHES
Smartwatches are equipped with a range of apps which also display texts, social media notifications and emails. Smartwatches are easier to access, and are more lightweight, than smartphones. There is the potential for smartwatches to be used for everything from mobile payments to data harvesting.
PRODUCTS: SAMSUNG GALAXY GEAR, SONY SMARTWATCH 2 SW2.
ARTICLE EILIDH WAGSTAFF AND JON FORTGANG 46 issue 20 january 2014
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