Wearable technology- In the advertising industry

Wearable technology: In the advertising industry

Having gained traction in the health and fitness industry, wearable technologies are widely used by the masses to monitor their health and fitness on a daily basis. These quantified self users incorporate wearable technologies into data acquisition to track certain aspects of their life, including their blood oxygen saturation levels, breathing rate and even mood. Gradually though, wearables have caught the eyes of businesses who are looking for an edge to differentiate itself from its competitors. With wearable technologies, businesses aim to better understand the purchaser’s mindset and improve its brand image in the mind of the consumer, with the ultimate goal of boosting sales and revenue for the company.


To identify and track behaviors

In a research conducted by Avangate, an enterprise and software company, it indicated that almost 70 million dollars will be spent on wearable advertising by 2018. Wearable technologies, ranging from wearable glasses to wrist bands, will be able to detect specific activities of the user, including movements, vital signs and behaviours. While the user is watching specific product advertisements, advertisers will be able to collect information about the user’s behaviour and reaction towards them. Also, companies will be able to see how certain product colors and placements affect the consumer’s choice and be able to better understand the buying decision process of the consumer.


To improve user experience

Not only that, in a research conducted by Juniper Research, a England & Wales research company, indicated that more than 63% of those interviewed would pay using a wearable device, and companies could potentially push notifications to users of the wearable and add to the user’s experience. For example, the airline, Lufthansa, provides information about the traveller’s flight details such as boarding time, gate and seat number through their free watch application. With such service, the user that goes through the wearable suite will enjoy nothing less than the first class experience flying with Lufthansa. And this is but just one way that businesses can improve the experience for their consumers.


To promote and encourage purchase

As wearables change how consumers receive messages, as the screens for these smart devices are significantly smaller than that of the typical smart phone or tablet, advertisers have to work on how to effectively send their message across to the user. One way could be to offer discounts to smartwatch users who have checked into the business using Facebook or Twitter, or when they tag the business on their smartwatches, thereby expanding the visibility to all his friends and followers on any social media platform. Doing so keeps the brand relevant while making the consumer feel appreciated with the incentives offered.


While the wearable technology arena has upped the game for marketers and advertisers to better understand the thought process of consumers and ultimately hope to boost sales, they have to be cautious of turning off potential customers immediately. While push notifications are common to smartphone users today, consumers want integration between technology and their needs, and not an invasion of their digital space.


Recommended articles:

Zensorium | Latest Trends in the Wearable Technology Industry
Zensorium | The Quantified Self



Adweek | What Wearable Technology Means For Your Social Media Strategy
PR Newswire | Wearable Technology in Mobile Advertising
Techvibes | As We Enter Wearable Era, How Brands Can Try on the Trend


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