Advertising Strategies and Lessons


Ring Smart Home Security Products Appeal To Digitally Savvy Consumers

May 30, 2019 Sarah Cavill

Americans are very connected. More than 90% have mobile phones, over 6 billion texts are sent per day and a quarter of Americans are online “almost constantly.” The desire to have unfettered access to information is pervasive, and home security is no different. The rise of smart homes and other internet-connected security systems has led to companies like Ring offering security options that align with the habits of many technology users.

Smart Security Systems Function Like Traditional Alarms With Modern Technology

Smart Security Systems

Security systems that connect to smart phones, smart speakers and other modern technologies are growing in popularity. Previously, smart homes required significant re-wiring and build-outs and were often considered too complicated or expensive for the average homeowner.  

Today’s smart homes offer traditional security that works with modern technologies and involves seamless, wireless installation, offering user-friendly, DIY options. Smart products are already in 47% of Millennial households, and a 2017 Coldwell Banker survey found 72% of Millennials are willing to pay $1,500 or more and 44% are willing to pay $3,000 or more to make their homes smart. Smart products include convenience purchases like phones and home assistant speakers, and items that provide home security, like smart door locks, lighting, video cameras and doorbells. These items often work in tandem.

The Neighborhood Watch Social Feature Of Ring Targets Users Interested In Connection

The Ring system offers all the latest smart security products, and gives Ring customers the opportunity to connect with their neighbors and fellow users. The Neighbors app allows neighbors to connect with one another and law enforcement, offering real-time alerts for their area. Neighbors can ask for help including finding lost dogs, navigating local natural disasters or giving the heads up on suspicious activity in the area. The app acts as the eyes and ears of neighborhoods, a dominant marketing feature of the Ring products.

Ring was acquired for $1 billion last year by Amazon, furthering their mission to be customer focused. "We'll be able to achieve even more by partnering with an inventive, customer-centric company like Amazon," said a Ring spokesperson. "We look forward to being a part of the Amazon team as we work toward our vision for safer neighborhoods." A prior investment in Ring from Amazon, connected the Ring system to Amazon Echo through Alexa.

Ring Commercials Emphasize The Power Of Being Connected Even From Afar

Advertisements for Ring services air online and on television and focus on the freedom wireless digital connection gives Ring customers who aren’t home. The ads focus on would-be criminals being stopped by the sight of Ring doorbells, or told off by homeowners who can see them approaching their house. In one spot, Ring founder Jamie Siminoff hops into the back of a getaway car to alert a pair of package-stealers that the whole neighborhood is watching via the Neighbors app. Other commercials tout the product’s easy-to-use features and installation.

By Understanding Customer Behavior Ring Is Able To Enhance The Customer Experience

Brands that want to capitalize on the benefits of the customer experience they offer must have a complete understanding of customer behavior. By matching the features of the Ring products with the needs, wants and habits of consumers, the Ring home service is able to target those consumers who are connected, digitally savvy and interested in modern solutions to existing issues.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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