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The future is now: marketing to wearables

While you may not have quite come to terms with wearables yourself (many haven’t), that doesn’t mean you can ignore them in your marketing strategy. 

Shipments of wearable devices are set to see triple-figure growth this year, so they are a platform not to miss. According to International Data Corporation, the number of wearable devices shipped in 2014 will reach 19.2 billion. And that’s not including the Apple Watch, which is tipped to be the bestselling wearable, and due to be launched in early 2015.

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While wearables look set to become a key element of multi-channel marketing, there’s a few things to remember about this new platform. Firstly, they’re small devices. This is a point not to be overlooked when planning the types of content you want to push to these devices. The screens are small so the main aim for marketers is to engage users via wearables rather than aiming for interaction via the device.

“Interaction on these devices will not be through two-thumb typing, Interaction has to be a single-finger touch that is more of a yes/no command,” InMobi vice president of global revenue Atul Satija said.


Therefore, the aim for marketers is to drive interaction elsewhere, via the wearable. Ideally, if the right information is provided via the wearable device, the user will take the next step and get out his or her phone to pursue the course of action.

So far, some of the most popular wearables have been fitness-related, including:

  • Fitbit Flex
  • Jawbone Up
  • Shine Fitness Tracker

But watches and jewellery are also close contenders. And there’s a multitude of experiments going on out there; ski goggles that provide speed, elevation and temperature details within the lenses is one example. And of course, Google Glass, the ongoing experiment, has become synonymous with wearable technology, although it is still in its infancy and not widely available.

So, while this is still a new technology, it’s growing fast, and definitely worth putting some thought into how you could integrate wearables into your marketing strategy in the future.

Have you thought about wearables and the possibilities for your business? We’d love to hear your thoughts.