The document discusses how smartwatch notifications can improve customer engagement for brands. It notes that smartwatches allow for faster awareness of notifications and briefer interactions. Notifications on smartwatches act as a gateway to encourage users to engage further on other devices. The document also outlines challenges like limited screen space and brief attention spans. It argues that biometric data collection could allow more contextual messages but may also be seen as intrusive. Overall, the document promotes smartwatch notifications as an opportunity for targeted campaigns if challenges around format and relevance are addressed.

1. Newhighlightsoncustomer
engagementwithsmartwatch
notifications
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2. With the arrival of Apple Watch, everyone in the industry is talking about smartwatches and wearable
technology as the next “big thing”. But what exactly makes these devices attractive to customers, and
also to businesses? What is a smartwatch capable of in comparison to other devices?
We’ve put together a whitepaper, that shall not only further explore the main characteristics on
smartwatches notifications, but also show examples of how they improve and simplify engagement of
brands with their customers. We will also examine market opportunities and the question of new
challenges that smartwatches pose to marketers and brands
PUSHTech™ © 2015
NewHighlights
Customer engagement
with smartwatch notifications

3. PUSHTech™ © 2015
Smartwatches add new significant
value to your messaging efforts
Smartwatches were never built to work as an
independent device. More than that, they are
meant to be a complementary device on the
user’s digital environment. They fulfill two main
functions: either as an autonomous interaction
device for the user, or – more important than
that – as a first gateway to deeper content
experience that cannot be shown on the watch
only.
As an article from The Guardian article puts it:
“For email you can immediately archive with a
swipe, evaluate what needs attention and only
break out the smartphone if necessary”.
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Email

4. PUSHTech™ © 2015
Smartwatches do not only reduce the need to
take one’s phone out of the pocket, they also lead
to a faster awareness of new notifications.
Furthermore, a much shorter attention span on
smartwatches compared to smartphones gives
brands significantly less time to engage with
recipients of their messages.
On smartwatches, the user is now – just with a
quick glance – aware of new activities involving
all his devices and is able to react and send a
quick response, saving time and efforts – in what
the industry calls a “glanceable moment”.
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5. PUSHTech™ © 2015
Smartwatches are capable of
capturing all the data that
smartphones have access to, such
as GPS location, data usage
history from applications and
browsers, user behavior, the
user’s social relations and
messaging preferences – plus
data that has never been accessible
to brands before: biometric
information.
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6. Notifications that a user receives on his watch can be of two kinds:
either, they are independent, interactive and can immediately be
responded to by a single tap, or they are just a preview of deeper
content to be viewed on other devices.
Smartwatches can make the user experience more efficient on their
device environment by delivering short messages that can be quickly
dismissed. There is no need to take out the phone or tablet, unless
the smartwatch notification generates the appetite for more
information.
What marketers should keep in mind: This short preview can either be
ignored, or be followed, so notifications can reach a larger audience if
they are adapted to this channel. Some users will never read them on
their phone!
PUSHTech™ © 2015
Smartwatches are a gateway
to deeper user engagement!
Reply
Preview

7. This can be of huge importance, as a smartwatch can thus
function as an initial gateway on the path to deeper user
engagement. Just like a lead in a newspaper article is
intended to make the reader want to know more about the
story, a smartwatch notification can make your customer
keen to find out more about your product or your latest
news.
Examples:
Fashion Brand: “Summer is coming. Are you prepared? Show me more!”
News: “This man is going to be FC Barcelona’s new coach! Read on?”
Brand: “Looking for Christmas presents? Check out our unique ideas!”
PUSHTech™ © 2015

8. An average user’s attention span on a smartwatch is significantly shorter than
the attention span on a smartphone. On the one hand, this puts pressure on
marketers to engage with customers faster, but on the other hand it simply
gives marketers the opportunity to engage even faster than ever before.
To attain the best possible result, it is essential for brands to keep smartwatch
notifications as simple as possible, with a clear message that drives
customers to action. Within a short glanceable moment smartwatches can help
businesses deliver important notifications to their customers. Such information
can include boarding information for an upcoming flight, reminders for
appointments, or new offers.
Examples:
Airline: “Your flight XXX is now ready for boarding at gate XX.”
Movie Theater:“Movies come with popcorn just for today, check out!”
PUSHTech™ © 2015
Make the most out of
“glanceable moments”!
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Terminal 2

9. Making notification awareness even faster, smartwatch
notifications speed up real time interactions. Data such as the
user’s data usage history, location, personal preferences, etc.
make your notifications and messages more relevant to the
customer, and thus more effective for your business.
PUSHTech™ © 2015
Notificationsand
messages
more contextual and relevant
than ever before!

10. Use geo-location to direct the customer’s attention to your shop
around the corner and give them a voucher, or simply thank
your loyal customers after they have left your shop.
Benefit from iBeacons to guide customers through your store to
show them the right items.
PUSHTech™ © 2015
Supermarket
“Aisle 3 has the new cereals
that you are looking for”
Examples:
Traffic info
“the route you’re taking
involves traffic jam:
Show alternative routes?”
Store
“Thank you for visiting
our shop today.
We hope to see you soon!”
Brand/Retailer
“Check out our store around
the corner and receive
a 5% discount on
selected products!”

11. Most smartwatches and other wearable devices like fitness trackers
(e.g. Jawbone, etc.) are equipped with additional sensors. The Apple
Watch, for instance, uses 10 sensors to log a litany of biometric
information.
Various other fitness trackers can do even more: These
measurements include step detection, pulse, heart rate variability,
body temperature, blood oxygenation and blood sugar as well as
respiration. Small accelerometers even detect if the consumer is
sleeping by measuring small movements during the night paired with
heart rate monitoring. In a short time, these features of fitness
trackers will all be included in smartwatches as well.
PUSHTech™ © 2015
Data that has never been
accessible before!

12. It is obvious, that for marketers, brands and retailers this data can be of significant importance. Don’t
just send your customers simple messages or advertisements.
Make them more relevant and contextual than ever! You may not just send them a voucher for your
store, you may also tell them why and recommend your product at the time when your customer
needs it the most.
PUSHTech™ © 2015
Know your customers’ concerns even
better with health-related information!
Sports brands:
“You missed your set step goal
again. How about some new
running shoes in our store?”
“Congratulations on your
efforts! Reward yourself with
5$ off in our store around the
corner!”
Pharmaceutical:
It seems you are getting sick.
Any medicine you need from
our delivery service?”

13. In a recent Bloomberg Interview, Greg Ratner, head of technology at
brand agency Deep Focus in New York, said: “Is this person awake? Is
that a good time to interact with that user at all, or should we wait for
a different time to engage with them? All that is just additional context
to help us connect the brands with the users at the right moment.”
Using biometric information, smartwatches can detect the user’s
current status: Is the customer sleeping? If yes, then let him sleep.
Brand messages that the customer considers as intrusive spam are
what your brand wants the least.
This brings us to our whitepaper’s next question:
What new challenges do smartwatches involve
and how can they be solved?
PUSHTech™ © 2015
Detect the customer’s current
status and avoid being intrusive!

14. The new smartwatch devices involve a number of challenges that
smartwatch ad developers have to cope with. Smartwaches are a new
device with new dimensions, a new user interface and user behavior.
PUSHTech™ © 2015
A different user behavior poses new
challenges to both developers and marketers
Smartwatches have a very limited screen space in comparison to mobile phones. Furthermore, user
behavior on smartwatches differs significantly from user behavior on smartphones. Naturally, the
attention span for devices attached to the user’s wrist is much shorter than for mobile phones (approx.
30 seconds for smartphones, 3 seconds for smartwatches). This implies another major challenge to
marketers: Marketers need to implement new advertising formats that are adapted to the new device.
At the same time, they have to deliver messages and notifications that are highly relevant and that can
immediately be responded to.
Brands need to develop new messaging formats
Store:
“Don’t forget your
appointment with us
at 10:30 this morning.
Change time?”

15. In addition to that comes another very important factor: mobile users are already extremely sensitive
concerning spam messages and thus don’t want their phone to be a gateway for continuous brand
advertising. As smartwatches are directly attached to the consumer’s wrist, they immediately notify
the user of incoming messages and notifications through vibration. Taking into account the fact that
smartwatches are an even more direct messaging channel, notifications bear the risk of being too
intrusive to the consumer.
PUSHTech™ © 2015
Customers do not want another
gateway for spam!
Implying these challenges, we asked ourselves if smartwatches could really
become a crucial part of our digital environment. To answer this question, we
looked at recent market stats and industry forecast.
Are smartwatches really that successful?

16. Smartwatches are becoming extremely popular among technophile customers. According to a
Smartwatch Group Report, 6.8 million smartwatches were sold in 2014, meaning a global market size
of approximately $1.3 billion, up 82% from 2013. Until 2020, the research group expects the market
to grow to $117 billion.
Of course, this has to do with increasing customer affinity and acceptance of wearable technology,
but another key growth driver are big multinational companies, pushing into and taking over the
market from smaller startups.
PUSHTech™ © 2015
What do market figures tell us about
the future of wearable technology?

17. Especially the release of the Apple Watch in April 2015 has marked a milestone in the rise of
wearable technology. Experts predict Apple to be significantly successful, taking market shares from
previously leading smartwatch operating system Android Wear.
Similar as in the mobile phone industry, app development is the central driver for many smartwatch
use cases. With the introduction of Android Wear and Apple’s Watch OS, app developers have
attractive platforms suitable for their work on new smartwatch use cases.
New possible use cases of course include new smartwatch apps, developed by over 20,000
smartwatch app developers. Even if this only amounts to a few percent compared to mobile app
developers, “the number is growing exponentially based on available smartwatches with suitable
open-source interfaces”, according to the Smartwatch Group.
PUSHTech™ © 2015
Smartwatches become omnipresent,
as the big players push into the market

18. Similar to mobile phones, this increasing variety of smartwatch apps provides numerous
opportunities for brands, retailers and marketers for advertising, especially since Android and Apple
give developers the possibility to build applications that run natively on the device.
A report by Juniper Research has forecast that $68.6 million will be spent on smartwatch ads by 2019,
up from an estimated $1.5 million this year, which makes a Compound Annual Growth Rate (CAGR) of
115%.
PUSHTech™ © 2015
What does this mean for brands, retailers and marketers?
This enormous growth poses high pressure on brands
to invest in mobile marketing in order not to be left
behind. As the rise of wearable tech is inevitable,
brands are forced to innovate and find solutions to
deal with the upcoming challenges.

19. PUSHTech™ team is aware on the latest notification tendencies and
certainly prepared to integrate them with “out of the box” ideas.
Through our Mobile Marketing Cloud, we are excited to provide
multichannel notification solutions, helping customers to improve
engagement strategies.
Some of our mobile and smartwatch-related services are:
PUSHTech™ © 2015
How PUSHTech™ can power-up marketing
campaigns through smartwatch.
Intelligent MultiChannel Optimization:
Smartwatch requires realtime strategies, and with our easy-to-use
optimization engine you can trigger precise and relevant
communications on the right channel at the right time using realtime
customer behavior.
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PUSHTech
Intelligent Multichannel
Optimization.

20. PUSHTech™ © 2015
Segmentation & Smart Targeting Engines:
Smartwatch are the most personal and contextual device.
Build an informed view of your customers - making it easier
than ever to turn raw data into marketing intelligence to
create personalized customer conversations in the right
channel and the right time.
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Manage Content:
Remember, smartwatch notifications must be read on
a glance! Manage and track content across all your
customer channels from a single location—to make
searching, categorizing, and filtering your content
easier than ever. You can assign tags, campaign
associations, and owners to your content.
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21. PUSHTech™ © 2015
Pinpoint Targeted Marketing (iBeacons):
More accurate than GPS and Wifi, iBeacons can create experiences
customers have never had before. When customers enter or leave
your store, event venue, cinema or hotel, you can trigger messages
that inspire action or request feedback. And you can save, learn and
re-use this data to build new sales opportunities.
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Audience Builder:
Choose any data source you have and easily
incorporate it into PUSHTech’s Data Manager. Using
our drag-and-drop interface you can quickly configure
multiple databases any way you wish and then filter
and segment your audiences based on any criteria to
precisley target your message as you need.
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22. PUSHTech™ © 2015
Mobile Messaging:
Engage with customers at their fingertips, increase
app engagement, and drive mobile commerce with
easy-to-use mobile messaging channels - Instant
Messaging, SMS, In-App Push, Chat App.
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Email Marketing:
You can easily import and use your favourite
email templates as our platform covers all
types of transactional and email marketing.
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23. Tel. +1 339 224 5311
hello@pushtech.com
PUSHTech™ © 2015
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