People were waiting anxiously for Apple to release its number of pre-ordered iWatches. Some are estimating between 957,000 and 2 million. Step back for one minute to think about this. Those orders were made before it even hit shelves. 

Wearables have been gaining popularity over the years, whether it is the FitBit or an iWacth. As a generation that was able to witness mind blowing changes in technology, we know change is the only constant.

So, what does this mean for those in the industry?

The Stats

Not everyone you supported Google glasses. Most people either thought they were silly, or that they embodied gentrification of hometowns turning into tech towns. It left a bad taste in everyone's mouth either way.

It may surprise you to find out just how quickly wearables caught on when they aren't on your face. 

People Love 'em:

• $330M industry worldwide, digital fitness trackers are currently the most popular type of wearable device
• The total number of tweets mentioning “wearable tech” grew from 4,103 in January 2013 to 64,989 in September 2013 

They most certainly will not be replacing your laptop or even tablets, but we cannot doubt that it is on the rise, especially in terms of fitness/health. 

Changing the Game

As of now, wearables do not have web based browsing which serves as an obstacle. However, this can be quickly overcome and may shape the future of digital marketing.

Target Advertising

While you may not want to hear about a generic ad for singles in your area via your wearable, you may be interested in coupons or offers that apply to your daily routines. 

This could include a mid-morning delivery of a coupon for an iced coffee at a restaurant you happen to be near. Or it could be a notification that ticket prices have dropped that goes to sports fans in the vicinity of the ballpark.  These kinds of contextual messages, delivered through apps, are likely to be an important way to connect with consumers.
Marketing Tech News

The location based aspect may be the best advantage for marketers. However, 

Data Mines

In terms of privacy, this one will upset you, but if you are wearing a device 24/7 that moniters pretty much everything, you will be storing a ton of data about yourself. It is only a matter of time before marketers are able to use that to zoom in on you. 

Wearable technology isn’t just about providing cool features to the user; it’s also about collecting massive amounts of data for marketing and analytical efforts.
Ashley Gelineau

This may not be a bad thing if you enjoy ads and coupons for products that you are actually interested in.   

Get Ready

I do not seeing this as something that springs up overnight, but like social media, it will soon have a strong hold on those in the industry.

Prepare yourself for the constant changes and ever growing technology. Or, you can always reach out to the pros to get your digital marketing campaign in order.