Owlet’s target customer isn’t in market for very long.
The publicly traded baby tech company is best known for its smart “sock,” a wearable that wraps around an infant’s foot to track heart rate, oxygen levels, movement and sleep, and then sends alerts to a parent’s phone. Owlet also sells a Wi-Fi baby monitor and a bundle with both devices.
The challenge for Owlet is that most people only research baby monitors from the second trimester through the first few months after birth, and they’re usually picturing a camera when they do. A lot of discovery also happens through word of mouth, which is powerful but hard to measure.
This combination – a short buying window and a product that doesn’t fit the typical idea of a baby monitor – forces Liz Teran, Owlet’s chief parent officer, to be very specific about how she approaches performance marketing.
And that’s before you factor in medical device regulations.
