Wearable Technology- Marketing Directly to Consumers

Technology developers are working on what they consider to be the next big thing- marketing to consumers through wearable technology, such as computerized watches and head gear. Google announced in 2013 its plan for the development of Google Glass, and InMobi Pte, a mobile ad developer, is leading the way in finding a way of using such products to directly advertise to consumers. This movement would not only expand sales for wearable tech from Apple, Google, and Samsung Electronics Co. (all of which have committed to the platform), but promises a new way for apps to produce revenue and make use of big data collected by the technology. But with advancements in data usage comes often comes consumer resistance to products, for fear of privacy violations.

We go back to the creep factor, which comes up so often when talking about personalization and in using data,” Bryan Yeager, analyst at EMarketer Inc. says. “You run into privacy considerations — consumers are definitely aware of that. That’s something that they have to consider when they’re building these applications — how far is too far?”

Google has been granted a patent to demonstrate the role computerized eyewear could play for marketers using paid promotions. While the patent is not currently in use, Google is using its Glass product, as well as its recently announced Android Wear, to create a wider base for smartphone operated wear. Meaning, when the time comes for marketing through these devices Google will already have a base of consumers to target. A much smaller, but prominent smart tech company, Pebble Technology Corp. which specializes smart watches, claims,

Pebble is definitely ripe for advertising, but it may not be in the form that you see advertising traditionally — say on mobile devices or other mediums,” Asad Iqbal, head of business, said.

Should development move forward as planned, it seems consumers will not be able to escape advertisements by simply switching off their televisions. While the use of data will allow these products to be tailored to the interests of individual consumers, questions regarding consumer privacy will be frequently returned to as technology becomes more and more integrated into our daily lives.

 

Read more here- “Advertisers Target Wearable Gadgets as Next Frontier,” (Brian Womack, Bloomberg)

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Olivia is a graduate of Villanova University where she studied Economics and History, minoring in Gender and Women's Studies. She also has experience working with federal legislatures on health care policy, women's issues, and Internet safety.

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