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...Given how quickly the wearables market is developing, Snodgrass believes marketers need to carve out a small amount of budget now to do what he calls micro-tests. “Focus half of your mobile team on trying to understand and explore how this new market works. At the least, the market share for mobile will flow naturally into the market share for wearables.
”Schonfeld concurs, saying marketing teams will benefit from some wearables-spurred experimentation — even if it doesn’t yet lead to integrating wearables in the marketing strategy. “For quantified-self wearables, it’s all about the data. How can brands tap into that data or enhance it to actually deliver value to consumers? Glass is more experimental, but thinking about ways to market on a heads-up screen could lead to broader insights about mobile marketing in general.”...
Okay marketers, just when you thought you had mobile and all the new social media channels covered, here comes wearable technology. And experts are saying you'll need to start thinking about how it affects content and soon you will need to allocate a budget for marketing. But, then we knew that, right?