A wearable device is a portable electronic unit that combines technology and fashion to provide the user with personalised information and functions in real time.
In marketing, it is used as an interactive advertising medium to convey specific messages to the target group. Examples of wearables include fitness trackers, smartwatches and augmented reality glasses.
They enable users to monitor their activities and receive personalised recommendations. By integrating wearables into advertising campaigns, brands can promote their products in a specific way and develop customer loyalty programmes.
One example of the use of wearables in marketing is the placement of adverts in fitness apps on smartwatches. These ads can give users personalised recommendations for health-conscious products based on their personal fitness goals and activity data.