When businesses first begin marketing on the internet, they use promotional products to increase brand awareness. The printed apparel they choose reflects the identity and message of their business, creating a visual representation that consumers can recognize no matter where or when they see it.

But the proliferation of wearable technology has created a new way for marketers to reach consumers. The devices are embedded with sensors that can record a variety of data, including location, heart rate, blood pressure, blood sugar levels and more. Some of this information can be used to develop more targeted digital marketing campaigns.

Unlike smartphones, which are often used at home or work, wearable devices are constantly on the move. This makes them ideal for targeted advertising that will have a high impact in the real world. The technology allows brands to connect with consumers as they go about their daily lives and engage in their favorite activities.

Some of the most popular wearables include smart watches, smart bands and wearable fitness trackers. A more advanced example is Google Glass or other smart eyewear that features a display right in front of the user’s eyes. These devices have the potential to revolutionize the way businesses advertise and engage with consumers.

Wearables can also be used to deliver contextual advertising that can align with a customer’s current state of mind. For example, if a consumer achieves a personal best during a workout, their wearable could notify them with a congratulations message and offer a coupon for a fitness-related product. Similarly, someone with chronic stress or sleeping problems might get an offer for a meditation app or a mattress.

Effectively implementing ads on wearables is challenging, however. The screens are small—just 1.3 inches wide on an Apple watch—and playing an interstitial ad would disrupt the user’s experience. According to a study by MarketingLand, people may block or abandon their wearables if they find ads disruptive or annoying.

As technology continues to improve, it’s likely that wearables will become a more integral part of people’s everyday lives. In order to take full advantage of their power, marketers will need to focus on developing innovative advertising strategies that align with a customer’s current state-of-mind.

While there are many challenges, the opportunities presented by wearables are vast. Marketers should begin experimenting with the devices now and learn how to incorporate them into their larger marketing strategy. Those that do will be well ahead of the curve and ready for a future where the distinction between online and offline marketing blurs even more.

If you’re thinking of hiring a team of Walking Billboards for your next campaign, it’s important to find the best Salt Lake City screen printing company with a strong reputation and a proven track record. At Affordable-Printing, we’re a trusted supplier of street level media and can help with everything from Wildposters and sidewalk messaging to murals ramping up in scale to pop up shop experiences. Get in touch to find out more about how we can help your business this year.