Wearable Technology: The Next Frontier for Advertising?

If you haven’t been keeping a weathered eye out for wearable technology, you probably should start. Despite Google’s glasses being a disaster, smart watches have slam-dunked the market of wearable technologies. What does this mean to you, the advertiser? While thinking about tackling another technology medium for advertising may give you a headache, missing out on the advantages wearable technologies give to advertisers may just leave you in the dust. Not only will wearables give customers more convenience and connectivity, but it will give advertisers more data and the ability to better tailor their services.

Wearable technology is defined as a device worn by consumers that often tracks biological events and will sync with other devices. Why should you be concerned about the why behind consumer demand of wearable technology? Smart watches, for example, are loved by consumers for two main reasons. One is connectivity and convenience—nothing can belly the demand of people’s yearning to be constantly connected with their social circles and needs. Remember the bulky cell phones of the 90’s? Smart phones soon demonstrated how inconvenient these old phones were. Now, wearables are making even smart phones obsolete and inconvenient: because nothing says inconvenience like having to reach into your pocket for a phone. Not only that, but now all consumers need to do is tap or even speak to access any information they need.

In our culture of busy bees, consumers crave technology and products that increase their productivity. We want to be productive on a constant basis where we can participate in ever more events; but, smart watch productivity is not limited to only our personal lives. A study from the Institute of Management Studies found that technology like smart watches can increase employee productivity by almost 8.5 percent AND employee satisfaction by roughly 3.5 percent. This isn’t the next trend, smart watches are here to stay with their practical benefits and applications that indicate market sustainability.

There is clearly a real demand from consumers for wearables. Where do advertisers fit in?

Take a glance

Redg Snodgrass, co-founder of Wearable World, has coined a new term “glanceable marketing”. This refers to the creation of more concise messages that can be absorbed by users within two seconds. In order to successfully use glanceable marketing, you must consider what you can offer your customers as a “just in time” incentive. You also have to consider the specific problem you are trying to solve for your customers.

Emoticons just got real

You’ll be able to tap into customers’ emotions and location. Sensors will be embedded into wearable technology with the ability to read people’s biological responses when purchasing and using services—a great way to better measure your audience and their needs. These sensors will also help you in determining your customers’ locations. This can help you tailor your services/products to certain regions, states, etc.

Data, details and…more data

Finally, as a marketer you will be able to narrow your focus in order to solve very specific problems for your customers and thus create convenience for them. However, be ready to wade through data. Big data just got bigger and more specific. This means that if you can successfully interpret this new data from wearable technology, you may outdistance your competitors; and better serve your customers by offering them services/products more tailored to their immediate needs.