Wearable technology is here to stay. It has yet to achieve mass market adoption. It is partnering with fashion houses to broaden its visual appeal.

Apple Watch can have apps developed by hotels. The watch offers connectivity. It can be used as the key to enter the room. It can be used as a tool to order food. A brand has to engage with the wearable technology without any banner or content videos. That model of advertising would not work here. Here the brand strategy should be recommendatory. It should not be intrusive. Advertising should be so precisely targeted that it does not look like advertising. It just follows ‘ recommended for you’ strategy. The time spent on a watch may not exceed two seconds. The user ignores the banner ads. He is not interested in responding to the SMSs. Yes, the watches are useful in promoting proximity marketing.

This technology will bring about a change in consumer behavior and preferences. As a tracker of consumer behaviour, it may enable targeted advertising. However, here it competes with the whole ad tech industry that embraces all your behaviour on the web and what you want. Advertising must be responsive to your behavior or else it just becomes like telemarketing.