How Apple Watch can Utilize Local Search Opportunities
Apple Watch can be a Better Platform for Local Search Marketing
With mobile devices conquering the conventional computing space, next comes the wearable devices such as smart watches introduced by Sony, Samsung and Motorola that are now becoming a trend. After iPhones and iPads, Apple has already announced the release of Apple Watch into the consumer market within the next few weeks. Many industry insiders have predicted the smartwatch’s potential ability to integrate into everyday life and the overall design of the product. Many have described the watch as functional and convenient, and some have compared with Android powered smart watches, and claimed “the smartwatch finally makes sense”.
With Apple is gearing up with the release of its smartwatch, marketing, industry experts have pointed out about the convenience of using such as a device on your wrist to do everything from hotel room checking to search for homes, and it will change behaviors such as communications, shopping and fitness. This shift in behavior will have huge ramifications on how search marketers target and engage customers at the local level. For search marketers Apple Watch creates exciting and transformative opportunities that compete locally. Here are some ways how search marketers can utilize Apple Watch for fulfilling their local search marketing goals.
Getting Your Local NAP Data Organized
Recently, Google has reported a rise in “near me” searches for the past three years and it has increased 34 times since 2011 and nearly doubling in just the last year. It is reasonable to expect that the Apple’s wearable device will induce more “near me” searches including Siri-based voice-activated searches. According to a ComScore study, nearly eighty percent of local searches on mobile devices become conversions, so it is time for search marketers to organize their local search data and make it more visible on this wearable device. Businesses such as local enterprises need to invest in enterprise solutions and automated platforms that are designed to provide accurate information to the local search ecosystem. Brands need to provide information readily available and actionable for Apple Watch wearers by organizing the name, address, phone and other relevant data into a local marketing automation platform.
Location-Based Targeted Marketing Campaigns
With the rise in “near me” web searches it is time for marketers to start developing strategy for location-based targeted marketing. The iBeacon technology provides marketers another opportunity to connect with their customers by extending relevant content and experiences to their wearable device based on their search behavior and location. The market research firm Forrester Research refers to these brand-and-customer simple interactions as “micro moments”.
With the launch of Apple Watch and other wearable smart devices, marketers can now reach out to customers who like to receive content from their favorite brands. For example, a retail business can offer its customers to create a shopping list on their Apple smartwatch and shows them where to find products in the retail store.
It is important that businesses need to choose the right moments to engage with customers otherwise you will face the risk of becoming intrusive. Search marketers need to start planning on how they are going to start utilizing these “micro moments” so that they can begin collecting required data and ultimately start engaging customers.
Frictionless Payment Options
With Apple introduces Apple Pay in its products including Apple Watch, businesses, especially retailers need to be prepared to start accepting other forms of ‘frictionless’ payment technology. With its app-and-tap technology, Google Wallet already made inroads and certain credit cards have inserted a chip that eliminates the need to swipe, but both of these options still need a customer to pull either a phone or card out of a wallet, or purse.
With wearable devices such as Apple Watch that comes with frictionless payment options, customers no longer need to carry cards around their pockets to find a payment device. Everything they require is already on their mobile and wrist, and this layer of convenience will encourage customers to start shopping exclusively at stores that accept swiping one’s smartwatch as a form of payment. Marketers will need to appeal to swiping customers to remain relevant.
Smart watches such as Apple Watch, Galaxy Gear and Moto 360 will soon start a trend in the wearable space, and in the near future more innovative devices will be introduced into the customer market, thereby increasing the opportunity for marketers to promote their brand more effectively.