With the launch of the Apple Watch in April this year, consumers are now even more connected to the digit world. This gives brands an opportunity to market their products and services even more effectivity, being front of mind at all the decision points. But how can a brand use search in the wearable market and what does a wearable search strategy look like? This session will look to address some of the search engine implications of small technology and how to capitalise on the traffic opportunity.

1. Marketing To The
Connected Consumer
Matthew Jackson – Planning Director
@M4Jackson, @Branded_3

2. at the heart of every strategy

3. The Increasingly Mobile World
Desktop Mobile Tablet

4. Is Mobile Killing Desktop?
http://blogs.wsj.com/cmo/2015/05/26/mobile-isnt-killing-the-desktop-internet/

5. Mobile Helps – Don’t resist
http://www2.deloitte.com/us/en/pages/consumer-business/articles/the-new-digital-divide-retail-sales-influence.html
Traffic
84% of visitors report using
digital for shopping-related
activities before or during their
most recent trip to a store
Conversion
Consumers who use a device
during their shopping journey
convert at a 40% higher rate
Order size
22% of consumers spend more
as a result of using digital – with
just over half spending at least
25% more than they had
intended
Loyalty
75% of consumers said product
information found on social
channels influenced their
shopping behaviour and
enhanced brand loyalty

6. Carphone Warehouse
https://www.thinkwithgoogle.com/intl/en-gb/case-study/carphone-warehouse-prove-that-search-delivers-three-in-store-sales-for-every-one-online/
3 : 1
In-store : Online

7. https://www.branded3.com/blog/branded3-london-gets-a-facelift/
https://www.branded3.com/blog/google-going-hummingbird/

8. Wearables & Search

9. Apps
Are apps the answer?
Should everyone have a wearable app?

10. Understanding what
content engages
your audience
Leads to >
Is an App Right?
Authors &
marketers who
know how to craft
the right content
A CMS platform that
empowers the
content creation
Leads to >

11. Google App Indexing
https://developers.google.com/app-indexing/

12. “80% of success is
showing up”
– Woody Allen

13. App Optimisation
• App title
• App description
• App keywords
• Number of downloads
• Ratings & Reviews
• CTR
• Usage
• Discard Rates
• App Updates
• Social (Likes, Google+’s)
• Speed
• Brand Trust
http://uk.businessinsider.com/photo-shows-how-fake-app-store-rankings-are-made-2015-2

14. Marketing To The Converted
• Push Notifications
• Data Gathering
• Customer Service
• Up/Cross Sell

15. Brand
User
Offer
Respond
Convert
The ‘ORC’ customer journey

16. Brand
User Moment
Relevance
Experience
The emerging ‘MRE’ customer journey

17. Embrace the connected consumer#1
Determine who your audience is
Make your app visible & accessible
Use your connected consumer
#2
#3
#4

18. Further Reading
https://www.branded3.com/blog/wearabletech/

19. Thank you
matthew.jackson@branded3.com @M4Jackson Branded3.com @Branded_3