Wearable Data To Be Useful For Marketers In The Future

wearable data

The wearable technology is mainly marketed as your fitness companion today. But it has a lot more potential than to track your daily workouts.  Besides providing an enhanced consumer experience, the data tracked by the next generation wearables could open a world of options for marketers as well.

According to a survey conducted by Ovum, the precision location data and the daily routine data tracked by your wearables would be of most use to the marketers in coming years.

The daily routine data

“Although the wearable data can be of profound use to marketers in the future, we cannot neglect the fact that the user has to allow the app to share their data.”  

Suppose you go to your yoga class wearing your yoga wearables every afternoon. If the app synced to your wearables has permission, marketers can track your data and can send you ads of yoga products like Yoga mats et all. If you haven’t shown up to your yoga class recently, the marketers can again track it and send you ads of books or DVDs that can help you do your yoga at home.

The customer gets personalised product recommendations which s/he may be genuinely interested in and the marketers or the retailers have more chances to sell their products and services.

The precision location data

Continuing with the Yoga example, let’s say there is a yoga class close to your home. When it finds out from your wearable data that you have not been regular to your previous yoga class, it can send you discount coupons for their classes. Since it is close to where you live, you might end up joining this class long term.

The precision location data can also provide a better in-shopping experience to customers. Marketers can use the google searches and your location data combined to inform stores about your previous searches. When they have knowledge about the product you have been searching for online at cheaper prices, they may show related products within your price range or offer you instant discounts at the products you are interested in.

Although the wearable data can be of profound use to marketers in the future, we cannot neglect the fact that the user has to allow the app to share their data. Many would be suspicious and doubtful about doing so at this stage but again is it not the role of a marketer to call a consumer to action?

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