Brand - App - Consumer
It's interesting to appreciate what brands are really looking for with this kind of app, and of course, the way we consume them.
Smartwatches and wristbands record the steps we take, the calories we burn, the kilometers we've moved and how fast. A lot of sports brands bought specific apps to complement user experience and bring them useful information that adds value to the want-to-know and want-to-buy micro-moments.
A man wakes up. His wife asks how he slept. The husband, before answering, grabs his smartphone, leaves perception aside and then says: “Four hours of deep sleep”. The world of self-analytics alongside Wearables is changing the daily life of consumers who got more demanding regarding personal care and need better records of their movements, eating habits and (yes) insomnia. The devices for these metrics (like watches and wristbands) come with some sensors, like accelerometer, gyroscope, GPS and compass, and even the possibility of measuring one's heart rate.
More and more people turn to them. In fact, this year 17.4 million units will be sold, 12% more than last year. Alongside the data being recorded, apps presenting daily tracking results have turned up. These apps help you improve and set new targets.
These tools are increasingly being used by brands that find themselves in this want-to-know micro-moment ideal for complementing users' experiences in mobile devices. Almost all the biggest sports brands already have their own tracking app: MyFitness pal was bought some time ago by UnderArmour; Runtastic by Adidas; Runkeeper now belongs to Asics; Nike have developed their own (Nike Plus). In every case, brands take advantage of this personalized marketing channel, based on user-generated data, and give personalized messages helped by a specialized team - useful and precise, to help the process. The goal? Helping improve users' health and mood, and fidelizing clients. Mobile has forever changed the way we live and what we expect from brands.
Consumer paths have splintered into thousands of micro-moments in real-time moments with the intention the buy, and this is why it's also a critical opportunity from brands to shape consumer decisions and preferences
WITH WHAT TYPE OF CONTENT AND HOW SHOULD BRANDS APPEAR IN THESE APPS?
- Alongside the large amount of data users generate with these apps, brands can use the platform to build and maintain a closer relationship with their customers. For example: products wear out after a while. These personalized trackers that follow users' day to day know it well. The next pair of sneakers could be a good starting point for suggestions. Brands definitely have the opportunity to improve the product experience with these want-to-buy micro-moments. They're opportunities to connect, specially with clients' mobile devices.
- User geolocation is another advantage for those who want to deepen the bond with potential clients. Imagine for a moment someone walks by a storefront every morning... Does that not deserve a specific message?
- Content can't be invasive. Given that these devices store sensitive informations, brand need to keep their communication more useful and less agressive. It's not just about the sales, but about adding value.