Target Market of Smartwatch

Clocks found their way to our wrists and became watches, and they got “smarter” with time. With the progress of technology, gadgets started becoming multifunctional. They do not serve a single purpose and provide combined experiences for users. Apple is a brand to look up to in the smart watches industry as well. Their Apple Watch set the bar high for other brands to match. Surely, after decades of dominance in the market, Apple knows the approach to products. The lion’s share of the product’s success belongs to the marketing strategy and accurate targeting of the company. Analyzing a few pages of their marketing activity will tell us the whole story of Apple Smartwatches.

Apple’s marketing strategy pushed Smartwatches into our lives…

Products of Apple are all on top of their respective categories. If a customer looks for a gadget, they are more than likely to find what they need from Apple. Particularly, the Apple Smartwatch product line is inclusive and diverse to satisfy every customer.

The category of smartwatches is specific. Years ago, we would not have thought that Smart Watches could become a part of our lives. Apple did a great job in achieving something more than just introducing a successful product. Like other Apple products, Apple Watches became a part of an image and personality.

Apple watches are now a part of a habit due to their marketing strategy. They owe their success to product diversity, and thus a greater possibility of suiting the preferences of consumers.

Another crucial point is the Apple suite that combines Apple hardware. Apple Watches have compatibility with Macs, iPhones, iPads and other devices, which makes the experience more diverse. Users can share Apple software through their devices as well, including Apple Watches. The smartwatches are on an iOS base and share iTunes and App Store through all devices.

By enriching the experience that Apple devices can provide together, they improve customers’ linkage to the brand. When a customer gets used to possessing multiple devices from one brand, switching to other brands becomes less likely. This strengthens Apple’s brand-customer relationships even more.

Marketing campaigns tell unique stories about the product’s “intentions” in the market…

Apple is famous for spot-on campaigns that can make its products look supreme. Eventually, that is the primary purpose of a successful advertisement. Apple Watch is a product that can sell itself. However, Apple got even further with building on its achievements.

With such a flexible complex of attributes, Apple Watches are still an accessory. They are the child of a rich set of digital functionalities and styles. Do not forget that this is still a watch to decorate our wrists. It needs to be beautiful, but smarter.

Additionally, Apple entered another market, which is still on its rise: sports. The most effective tactic is to conjoin forces with established players in the market. Therefore, Apple did that. To make our story more colorful, let us watch the following commercial about Apple Smartwatches.

Apple and Nike have introduced the new series of Apple Watches: Apple Watch Nike+. The advertisement shows the most important functionalities of the device for the targeted consumer.

First, the look of the device looks sporty and harmonious with an active lifestyle. The sweat-resistant wristband is another functional advantage for the watch. This emphasizes the product’s primary intention, which is to become a friend of sports activity.

The commercial introduces various functionalities that simplify the experience and even motivate the runners. The device can measure speed, distance, duration and many other attributes associated with running. Users can schedule runs, run analytics on their activity, and even compete with friends in running leaderboards.

Emphasizing functional advantages is an effective advertising method in this case. Consumers who live a sporty lifestyle will certainly appreciate functional advantages over others. Apple Watches all have different designs and therefore, varying prices, which all target different segments.

Nike has been enjoying their success in providing sportswear and gear for elite athletes and regular customers. If a customer desires any sports clothing or gear, Nike is a go-to brand. Apple has done a smart trick by collaborating with Nike. The combined impact of two major dominant brands in their industries will certainly multiply the effect.

Complex communication strategies give birth to the shortest messages: slogans….

Slogans are one of the most attractive and effective ways of communicating ideas to the public. They help companies formulate their messages in unique ways. The purpose of slogans is to tell an important story in just a few words.

Additionally, they let the audience turn on their imagination and complete the message in their heads.

Apple Watch slogans tell us about how they position their product in the minds of customers. Even though the product has complex functionalities, Apple’s focus is direct. They concentrate more on the fact that Apple Watches are the best health companions.

“The future of health is on your wrist”. Following this slogan, consumers get to know about the advantages of the product. Apple Watches can track your health by showing analysis of various indicators that are important for health. Simply, they start by pulse tracking, and the info on health gets more inclusive, yet simple.

This slogan is an example of how a company tells the whole product story with one line. A few words can tell everything the customer needs to know for considering a purchase.

With the above line, consumers know: Apple Watch is a helpful healthy companion. Besides the vast variety of functionalities, it also has every necessary digital tool to track health indicators. Surely, it is not perfectly suited for keeping users out of health issues.

It is rather a simpler, fancier and more stylish way of tracking the most important indicators on hand.

A perfect segmentation strategy begins and ends with the customer.

Developing a product is only a part of the story. To make sure there is a product-market fit, companies must know their ideal customer. This way, they know whether their product is an answer to a customer need or not. That is why companies develop thorough segmentation strategies.

Apple knows their customers, their preferences and attitudes, which is why they can perfectly match products with customers. It is easier to start with a segmentation strategy and then continue with adjusting the product and marketing activity.

After knowing Apple Watch, it is time to uncover the persona that perfectly fits their product. This commercial will assist us in the process.

The commercial contains many different stories merge in one take. It combines different emotions: love, joy, happiness, sadness, loneliness, and care. Despite the differences of people, they share common problems and seek to fight daily issues.

The factor of communication has an emphasis in the ad. With the development of technology, communication methods got more flexible and accessible. Yet with diverse means of communication, people seek unique ways of sharing moments.

One common thing for all our heroes is the Apple Watch. The wonderful smartwatch opens new horizons of communication. Couples can send each other’s heartbeats, drawing messages, texts, images, and many other cool things that other devices cannot do.

The purpose of the ad is to show our daily reality, but with a little twist. In lonely or joyful moments of life, one thing remains unchanged. Our heroes all wear Apple Watches, a device with endless potential for communication. Despite all the problems, they have a friendly companion on their wrist. It does not only simplify the process of communication, but it sparks new emotions, which were impossible with other devices.

Another crucial point is accessibility. Using a smartwatch directly from your wrist, with a simple touch is simpler. There is no need to pull out a phone or open a laptop. Moreover, phones and laptops cannot send your heartbeat to your spouse and warm their heart.

The major achievement of Apple Watches is bringing people together even during the harshest moments. Innovative and unique ways of communication enrich users’ daily experiences.

The commercial preaches enjoyment of life in every moment, even if there are notes of sadness around. Based on the idea of the commercial, we can conclude that Apple targets the segment of Sharers.

Who are the Sharers?

Lifestyle and values: The most important quality of sharers is finding enjoyment in every moment in life. They Seek adventures and new challenges to spice their life with new experiences. Taking risks is another opportunity to discover new things and improve daily life. Even everyday tasks can potentially gift them joy and happiness.

Taking care of the family is a duty. They have a strong sense of responsibility to accept and fulfil life duties. Consequently, they seek recognition for their efforts and dedication to fulfilling duties. They worry a lot about family and make sure their family eats healthy. That is why the kitchen is the most important room in the house. Cooking at home is more preferable because it is healthier and is the easiest way to gather with the family.

Sharers take care of the home and parents. Their worries about the health and wellbeing of the family explain this fact. Home is the best place to hang out with friends. That is why it needs to be nice, cozy and comfortable for such events.

They work for both building a career and earning money. Money is the best measure of success, but they fight to climb up the career ladder.

Attitude to Shopping: Visiting shopping centers is a family event they will not miss. It is more of a way of entertainment than simply dull shopping for every week.

Representatives of this segment are willing to pay more for environmentally friendly and organic food. The quality is more important, and they are ready to spend more. Simultaneously, they are good with money and manage their budget well. In some cases, they will purchase because they cannot resist it. They might even consider a product of lower quality, or something they would not consider buying otherwise.

Sharers take care of their looks and health. This shapes their purchase behavior as well. They spend a lot on healthy products and work out to stay in shape or lose weight. They also try to dress fashionably but simultaneously stay within their budget limits.

Despite their budget limitations, they try to consume premium brands when possible. In the majority of cases, they prefer the quality of the premium brands. They can easily switch between brands because of the excitement to try something new.

Other interesting facts about Sharers:

• Sharers are not proficient in using technology. They are not that good with computers or innovative gadgets and do not find much use of the Internet.
• Media helps them find an escape to another world. They seek more variety and change in the routine to escape from reality.
• TV helps them travel in their dreams. The entertainment they consume via TV helps them shape the reality that they want to live in.
• Sharers love taking care of the garden and home. Because they love their home, they purchase accessories that make their home look cozier and more comfortable.
• Representatives of this segment try to stand out in their small town. They try dressing fashionably, following trends and gossips about celebrities.

Smartwatches have transformed our habits of communication. They introduced more innovative and flexible ways of connecting people. Moreover, they improved the accessibility of communication and made it simpler for users. Working in harmony with other Apple gadgets enriches the experience even more. Earlier in the century, mobile phones became more integrated into people’s lives.

Nowadays, they became a necessity that we cannot imagine our life without. Smartwatches are on the path of becoming a consumer habit as well. Due the extensive efforts invested in marketing and accurate segmentation, this process is not going to take long. That is it for today, be sure to check out more posts like this on our website.