CMO: How wearable computing could change marketing

Dick Tracy soon won't be the only one with a fancy watch. Tech companies are developing wearable computing devices for the masses, opening a new channel for marketers to reach customers and collect their data.

The always-on technology will take the form of watches, glasses and clothing. While wearable computing creates advertising opportunities, its more intrusive nature also carries a greater risk of annoying consumers - or worse, breaching their privacy.

"Marketers need to start looking at it now," says Interactive Advertising Bureau (IAB) CEO, Alice Manners. "For marketers, it's really about understanding them, looking at them and thinking about what data you can possibly access from this."

With some devices released and others in development by the likes of Google and Apple, analysts and technology experts claim wearable computing could go mainstream as soon as the end of 2014.

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