Public Relations & Social Marketing Insight

Wearable tech hasn’t caught on and hasn’t caught on. On Friday, Google withdrew Google Glass from consumer testing, and Apple has continually stalled on the release of their watch.

Whether or not Apple eventually releases their watch to popular acclaim, wearable tech will eventually arrive in the mainstream. Probably during 2015. For marketers, this can be daunting. Comprehensive mobile and social media strategies are still hard to deliver, and here comes another, vaguely defined innovation that may turn marketing, again, on its head.

We don’t really know what wearables will look like, and we don’t really know what they will do. So how can you prepare a marketing strategy?

By relying on what marketers do best: creative thinking, looking for patterns from consumers, and a little bit of imagination. Here are four ways wearables will change marketing – and what you can do to be ready....

Marketers would love to know what's going on inside your head when you watch their commercials — and now they can find out, thanks to a technique called neuromarketing.

Brainsights is a Toronto company that specializes in scanning people's brainwaves in order to see if they're responding to companies' messages and content, whether they're emotionally engaged, and whether they'll remember any of it."

For advertisers, for anybody in communications, this is kind of a holy trinity," said Dan Iwasa-Madge, the company's head of products and analysis during a presentation at the Wearable Entertainment and Sportsconference in Toronto Tuesday....