Trends & Innovation

A Marketer's Guide to Wearable Technology

By Martin Talks,

Wearable technology is widely forecast to be one of the most disruptive technology developments since the smartphone. But that disruption is likely to happen much quicker than was the case with mobile.

The adoption curve of new technologies is getting increasingly fast and wearable technology rides on the back of the trends of mobile, Internet of Things (IoT), big data and cloud computing.

Its impact is not restricted to a single market or a single aspect of people’s lives, but rather like digital it is legion. Far from being merely a conduit for some gimmicky PR campaigns, wearable technology opens a trove of opportunity for brands across a range of sectors.

The Marketer's Guide to Wearable Technology aims to demystify the world of wearable technology, give you an overview of the current state of wearables in key markets and explain how your company can succeed in the wearable space.

It explains wearables’ part of the trend towards ubiquitous computing, including how it relates to other trends in digital. Above all it reveals the formula for success in an increasingly wearable world.

What you'll learn

  • The seven key areas of opportunity that wearable technology can offer a brand.
  • Facts to help you formulate a wearable technology point of view.
  • Understanding wearable technology and how it fits in with the trends around mobile, ubiquitous computing, the Internet of Things, cloud computing and big data.
  • Predictions on market size and what might speed up or slow down adoption.
  • Information on who is wearing wearable technology and where they are wearing it.
  • Why wearable technology is a maturing market and coming of age.
  • Possible reasons why the adoption of wearable technology might be slowed down.
  • Examples of current developments from activity trackers, smartwatches and smartglasses to e-textiles.
  • Examples of wearable tech products developed in different industries including fitness, wellness, healthcare, infotainment, industry and military, fashion, smartwatches, financial, gaming, childcare and pets.
  • The breadth of opportunity afforded by wearable technology to brands including revenues, brand extension, storytelling and advertising.
  • Case studies of how brands are currently using wearable technology to create brand ecosystems, including Nike, Japan Airways and Cadbury.
  • Important considerations for designing wearable technology.
  • The formula for success in wearable technology.

Who should read this report?

This guide has been written primarily for the C-suite and marketers but is equally applicable to advertising or marketing teams.

Contributing Authors


Martin Talks

Founder, 10x Army

More reports from Martin Talks

Martin Talks is Founder of 10x Army, the wearable technology company. 10x Army aims to demystify the world of wearable technology and to help brands develop effective strategies, products and services to take advantage of this exciting and fast developing opportunity. So far 10x Army has developed both a Virtual Reality viewer for smartphones, called 10x Spex, and an activity tracker to improve wellness.

Prior to 10x Army, he was Founder of the strategic digital marketing agency Blue Barracuda and Global Digital Lead at Draftfcb (now called FCB).

He is a consultant with Econsultancy. He also regularly speaks at events on digital communications and technology.

When he’s not using, advising on or creating technology, Martin ring-fences time away from any screens. He founded the company Digital Detoxing ( that promotes a healthy balance between our online and offline worlds.

10x Army
+44 (0)7866 801580

Table of contents

1. Overview

  • What you’ll learn
  • Who should read this report?
  • About the author
  • About Econsultancy

2. Executive Summary

3. Introduction

4. Wearable Technology Predictions

5. Who is Wearing Wearables and Where are They Wearing Them?

6. Wearable Technology in the Context of Major Technology Trends

7. Maturing Market

8. Things That May Slow Wearables Down

9. Wearables by Market

10. Marketing/PR Case Studies

11. Wearable Technology Solutions for Brands

12. Considerations When Developing Wearable Technology

13. Formula for Wearable Engagement

14. Conclusion


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