Equipping Engagement with Wearable Tech at Customer Engagement World 2014
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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.
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Equipping Engagement with Wearable Tech at Customer Engagement World 2014
- 1. CUSTOMER ENGAGEMENT WORLD 2014 EQUIPPING ENGAGEMENT WITH WEARABLE TECH @TheMattDoh
- 4. WEARABLE DEVICE SALES WORLDWIDE, BY SEGMENT, IN 2018 BILLIONS OF DOLLARS IT’S GROWING… $7.6 $22.1 $35.8 eMarketer, SEPT 2014: “WEARABLE TECHNOLOGY: A MULTI-DISCIPLINARY ANALYSIS” $1.9 ENTERPRISE $5.0 HEALTHCARE FITNESS COMPONENTS LIFESTYLE
- 5. 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?
- 6. WELL, LET’S HOPE SO
- 14. BUT IT’S TRICKY DRAWBACKS: PERCENTAGE OF CONSUMERS WHO SAY WEARABLES WILL… …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% PwC, OCT 2014: “CONSUMER INTELLIGENCE SERIES: THE WEARABLE FUTURE”
- 15. WE HAVE TO GO BACK
- 16. WHO WORE IT FIRST?
- 17. WHO BODY WORE IT ARMOR FIRST?
- 20. THE WATCH
- 23. EYE-GLASSES
- 25. ADDED ABILITIES
- 26. ASSIST WEARABLES BY MODIFYING CONSUMER BEHAVIORS INCREASE CONSUMER STRENGTHS SHIFT THEIR PERCEPTION ADD NEW ABILITIES
- 27. WHERE CAN BRANDS PLAY?
- 28. TODAY’S WEARABLE TECH ECOSYSTEM
- 29. PERSONAL FACTORS
- 30. BLOOD PRESSURE BODY ENERGY EXERTED BODY TEMPERATURE FACIAL FEATURES HEART RATE MUSCULATURE PRESSURE/FORCE SIGHT SKIN COLORATION TOUCH VOCALS WEIGHT PERSONAL FACTORS
- 32. ENVIRONMENTAL FACTORS FACIAL RECOGNITION GRAVITY/INERTIA LIGHT MOTION OPTICS RFID SCENT (CHEMICALS) SOUND TEMPERATURE WEATHER
- 33. LOCATION FACTORS
- 34. LOCATION FACTORS COMMERCE DISTANCE GEO-LOCATION PROXIMITY-TARGETING TIME
- 36. AUXILIARY FACTORS BLUETOOTH CELLULAR NETWORKS GPS WI-FI
- 37. THE CONSTANT MOBILE DEVICES & CONNECTED WATCHES
- 38. THE CONSTANT: MOBILE DEVICES & CONNECTED WATCHES UNIVERSAL UTILITY THAT WORKS ACROSS ALL IDENTIFIED FACTORS AND INTERCONNECTS WEARERS WITH THE TECHNOLOGIES THEY EQUIP
- 39. THE SWEET SPOT
- 40. WHERE BRANDS CAN PLAY
- 41. WHERE BRANDS CAN PLAY IDENTIFY A CONSUMER BEHAVIOR YOU WANT TO MODIFY FIND A WEARABLE ALREADY DOING SO PARTNER TOGETHER TO CREATE A NEW OPPORTUNITY
- 42. WEARABLE TECH BRAND ECOSYSTEM THE CONSTANT: MOBILE DEVICES & CONNECTED WATCHES BRAND OPPORTUNITIES FACTORS TO CONSIDER AUXILIARY LOCATION ENVIRONMENTAL PERSONAL
- 43. WHAT CAN BRANDS DO?
- 44. PHASE AN APP UPDATE
- 46. PRODUCE A DATA LEVERAGED PLATFORM
- 50. TAP INTO OPEN APIs
- 51. WatchKit
- 52. HOW ABOUT WEARABLE ADS?!
- 53. ABSOLUTELY NOT.
- 56. HOW TO EQUIP YOUR BRAND
- 58. WEARABLE TECH IS THE CLOSEST YOU CAN GET
- 59. SO DON’T BECOME INTRUSIVE
- 60. IN THE END, MODIFY CONSUMER BEHAVIOR
- 61. CUSTOMER ENGAGEMENT WORLD 2014 THANKS @TheMattDoh