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The numbers are certainly indicating the masses have warmed to the wearable tech category despite what had been a fairly tepid response from consumers over the last couple of years. A recent report from IHS Global Insights claims the market for wearable technology – encompassing everything from new hearing aids to wristband pedometers – totaled almost $9 billion last year. The research firm claims that number should climb to $30 billion by 2018.

All well and good, but what you may be even more interested to hear is the fact marketers are getting even more enthusiastic than consumers over wearable tech and the reasons are markedly (pun intended) different.


“A world of smart everything is coming,” began Martha Refik, a New Jersey-based retail analyst. “So figuring out how to tap into the fact everything everyone owns and wears will somehow be connected to the Internet will ultimately be about survival for marketers, not simply some interesting new marketing opportunity. The advertising world is ready to tap into this space in a big way and many already are.”

As a result of all this new connected tech, smart marketers are heeding Refik’s ‘s advice and are getting their ducks in a row regarding this on rushing wearables train.

One of several new trends you’ll be hearing about that centers on your behavior patterns with wearable tech is something called “glanceable marketing” – a method that focuses on marketers structuring information and messages to contain even more relevant, usable information that will register with the intended audience in less than two seconds.

“This is about messages that are tailored specifically to wearable devices like smart watches, fitness bands and glasses,” Refik added. “And timing will more important than ever with this type of marketing as the goal is to leave an impression via just a glance by the end user.”

Another “buzz term” you’re likely to hear in the months ahead is “convenience marketing” as the entire notion behind wearables is about taking your constantly connected experience to new heights.


“The goal behind all of this, for manufacturers and marketers, will be about making life easier,” Refik further explained. “Ideally, the effectiveness of a marketers’ message will be about delivering a product or service right when someone needs it. This will make it seem that the messaging company is all about convenience and not simply about taking a marketing position. This is potential Holy Grail stuff for marketers and the wearable tech market is perfect for this.”

The ever-present nature of this tech will essentially challenge brands to take what amounts to an EKG on consumers to better understand their day-to-day behavior, as well as their moods when they enter shopping mode.

“We are seeing articles of clothing being developed with minuscule sensors embedded, not to mention all the glasses, watches and jewelry products with the same tech, that can actually read the end user’s biological responses when they are purchasing or subsequently deciding not to purchase, a given product or service,” Refik added. “Responding to a customer’s context may no longer simply be about their location and previous buying habits, but we may now be entering a time when it’s also about their emotional state.”

In the wearable tech category you may be buying a gadget that is revealing more about yourself than you think.

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