Dive Brief:
- Apple revealed the Apple Watch in a special event Monday, creating excitement among mobile marketers for a new device.
- However, industry experts warned marketers to be cautious and not jump into delivering messaging for the new product that is really meant for smartphones, as it won't translate well on the significantly smaller screen and for new user habits.
- The watch opens up new marketing options for Apple as well. Many speculate that Apple will make changes to present the Watch as a fashion accessory—a prediction supported by its ad spread in Vogue.
Dive Insight:
A new device always introduces new challenges for marketers—for both advertisers of the actual product and for those looking to advertise on the platform.
Some experts have recommended that marketers targeting the Apple Watch turn their attention from notification-based advertising to more headline-driven content to better align with users' habits.
