Should Apple Watch be a focus of your PR efforts?
[By Jason Mollica]
Over the last 20 years, Apple has developed some of the most sought-after products on the market. The iPod, the iPhone, and the iPad have all shaped how we live our lives. They have also helped change the landscape of marketing. If not for the iPod, music may not have the reach that it does today. The iPhone changed the way we think about mobile. The iPad? It helped to usher in an era of tablets that continues to evolve today.
In 2014, Apple unveiled its latest “must-have” technology, the Apple Watch. The buzz was positive and many saw it as another way to be connected, especially across their current Apple products. Late last year, the Apple Watch hit $7 million in sales. There’s no doubt that people are finding it popular. But, should the Apple Watch be a focus of your PR efforts in the months ahead?
If you are the communications pro for an app developer or work for a brand, the answer is absolutely yes. You should take advantage by creating content tailored specifically for the Apple Watch screen. This means concise social media status updates and photos that are easier to engage with than videos, articles and website links. You (most likely) won’t be leaving long comments on Facebook and Twitter from an Apple Watch, so the focus should be likes and retweets with digestible content.
Let’s go back to strategy, though. For years, we’ve been saying how you need to look at mobile statistics and understand where your audience is and where they may be. Business Insider recently estimated that smartwatch shipments would rise by an annual rate of 41% over the next five years. In developing your strategy, you need to consider these statistics and understand how you’ll adapt. How will you reach your audience? Do you need to have separate strategies for the Apple Watch?
Remember that businesses have spent the past few years making sure their websites are mobile-friendly through the use of responsive design. But, the same can’t be said for smartwatch-based browsers. Granted Twitter and Google may be ok, but more complicated, cluttered sites tend to clump together when viewed on small screens. Make sure to view how your site looks on small screens, like an Apple Watch, and consider changing your design accordingly.
We continue to say – sometimes ad nauseam – that the times we are living in as communications professionals is truly rapidly changing. If we take the mindset that the Apple Watch or other wearables aren’t important, we’ll slowly lose the clients that we serve. Adapt and understand these new technologies now, so you won’t be the extinct dinosaur.