It’s my job to know everything in marketing and advertising online, and after over 20 years of writing about it and owning companies in the industry, there’s been very few things that get me excited.  As the world of marketing continues to evolve, so too does the technology that marketers use to reach their audiences.

One of the latest trends in martech is the integration of wearables into marketing campaigns. Smartwatches and other wearable devices offer a new way to approach audiences and build connections with users. 

According to eMarketer, almost a quarter of U.S. adults own a wearable device. This number is expected to increase in the coming years as wearables become more sophisticated and more widely adopted. For many people, wearables offer a convenient way to track their fitness and activity levels. They can also provide valuable insights into one’s sleep patterns and overall health. In addition, wearables are becoming increasingly popular as a means of staying connected to the digital world. With notifications and social media alerts, many people rely on their wearable devices to keep them up-to-date on what’s happening in the world  By harnessing the power of location-based advertising, marketers can deliver highly targeted messages to users based on their location and activity.

For instance, a person who is looking for an apparel store can get a notification from one when passing it by. This type of targeted advertising is not only more effective than traditional methods, but also more likely to result in a conversion. 

 Wearable technology has the ability to collect real-time data on users’ moods, location, health metrics, and lifestyle. This makes it an ideal channel to deliver highly personalized promotions and amplify engagement. For example, a fitness tracker could send a user a notification when they are near a gym, or a messaging app could send a message to a user’s friends when they are at a popular restaurant.  In the past, people had to rely on their computers or smartphones to stay connected and receive notifications for things like new emails or text messages. However, with the advent of wearables, people can now receive these notifications instantaneously, no matter where they are.  

This is a huge benefit for both consumers and businesses alike. For consumers, it means that they can see and respond to notifications much faster, which can be very useful in a variety of situations. For businesses, it enables them to track data more effectively, such as click through rates. This helps marketers be more adaptable and responsive during campaigns, which can lead to better results.  

Also, fitness wearables have become increasingly popular in recent years, as more and more people look for ways to track their fitness progress and health data. While these devices are often used to simply monitor one’s own fitness level, they can also be used by brands to improve customer engagement. By tracking data such as workout intensity and duration, brands can send targeted marketing messages to customers that are timed to when they are most likely to be receptive.

For example, a message delivered immediately after a workout, when endorphins are high, can leave a positive impression and drive interactions. In this way, fitness wearables can be used to create deeper relationships between brands and their customers. 

The advertising potential of wearable tech has sparked the interest of various companies. While some are still testing the waters with campaigns that deliver targeted ads on wearables, others like American Express and Walgreens have taken the plunge and are reaping the benefits. Delivering targeted ads via wearable tech allows these companies to enhance their brand message and provide better customer experiences.

 Those who have yet to explore this promising avenue should waste no time in doing so. The potential for increased sales and customer loyalty is too great to ignore.

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