Measuring the value of a click, like or share has become common knowledge, but what if you could measure your customer’s level of daily activity? The constant changing landscape is taking a turn once again with the new trend of “wearable technology” and the line between our personal lives and the technology we use has become blurred.
In May 2006, Nike released Nike+, in collaboration with Apple, a wireless chip which was embeddable in certain Nike shoe models. The chip synced with the users iPod to track fitness activity and sync music to workouts. Six years later, Nike released the FuelBand, morphing from a hidden chip to a bracelet which quickly became a personal fashion statement. From there, many wearable devices have sprung up.
There is great potential for wearable devices to unlock new consumer data, which until now, was unavailable to marketers. Many consumers may be hesitant to share their personal information at first, but with an incentive they may be more than willing. For DRTV, an industry which demands a “call to action” with limited time special offers and deals, is ahead of the game in that regard. This new information could be extremely valuable; by following consumer’s daily activities DR marketers can hyper-target their timing and location of each advertisement
Wearable technology may be “the next great thing,” but before jumping into it – marketers need to carefully evaluate the offerings. How far is too far when it comes to tapping into consumer data? There is a real potential when it comes to “wearables,” but people are still wary of Big Brother.