What If Your Wearable Tech Could Predict Your Purchases?

The Unbelievable Truth Behind Biometric Marketing! 🎉

We have tried/aspired to get the damn Apple watch and may have settled for something Android. At the time of writing this, no matter what the hype, there isn't much of a comparison between the two. I recently noticed that Samsung has introduced a new trick on the block - the ring. Turns out, Samsung wasn't the first to do this.

As an advertising guy, my mind started thinking - "this thing probably has some interesting data I can work with to target ads." But to my disappointment, the wearable market data has not opened up to advertising yet. There is enough chit-chat around this, but all in the air.

This brings us to the Wonderads quest "Your smartwatch doesn’t just track your steps and heart rate but also predicts your next purchase". It may not be a very prevalent exercise, but it is surely closer to reality than you think. Welcome to the future of biometric marketing, where wearable technology and sophisticated data analytics come together to create hyper-targeted, personalized advertising experiences. Buckle up, because this isn’t science fiction – it’s happening right now! 🚀

The Rise of Wearable Technology ⌚

Wearable technology, like smartwatches, fitness trackers, and even smart glasses, has just about become a part of our daily lives. According to a report by IDC, wearable devices are expected to ship 500 million units annually by 2024 (Source1, Source2). That’s a lot of data floating around! 📈 (PS: Interesting fact # Do you know how big the Apple Airpods market is? Its size is simply LOL)

Biometric Data: A Goldmine for Marketers 💎

What has changed recently is that wearables are no longer simply used as trackers. These devices are now proposed to perform automatic biometric recognition. Biometric data refers to the physical and behavioural characteristics collected by wearables. This treasure trove of data provides insights into an individual’s physical and emotional state. Here’s how different types of biometric data can be used for marketing:

1. Heart Rate: Changes in heart rate can indicate excitement, stress, or relaxation. Marketers can use this data to gauge your emotional response to ads or products.

2. Eye Movement: Eye-tracking reveals what captures your attention. Knowing what you focus on helps design more effective ads.

3. Sleep Patterns: Info about your sleep quality can tailor marketing messages for wellness products, sleep aids, and lifestyle improvements.

4. Stress Levels: Detecting stress levels helps target ads for relaxation products, vacation packages, or stress-relief solutions.

5. Listening Habits (AirPods/Headphones): Data from headphones like AirPods can track listening habits and preferences, helping tailor ads for music, audiobooks, and podcasts.

These are the ones that are available to us in the now/immediate future. Here are a few diagrams to show you what is happening in in Google Meets of Research Centers.

How Biometric Data-Driven Marketing Works 🧠

Biometric marketing uses advanced algorithms and machine learning to analyze biometric data in real time. Here’s how it works:

1. Data Collection: Wearable devices continuously collect your biometric data, which is then securely transmitted to cloud-based storage.

2. Data Analysis: Advanced analytics process the data to identify patterns and trends. For example, a spike in heart rate might correlate with a specific type of ad or product.

3. Personalized Ad Delivery: Based on the analysis, personalized ads are sent to you through mobile apps, social media, or email, aligned with your current state.

4. Feedback Loop: Your responses to the ads are monitored, and the data is fed back to improve the targeting algorithms (what the hell is a targeting algorithm?).

Ethical Considerations and Privacy Concerns 🛡️

While the potential of biometric marketing is huge, it raises significant ethical and privacy concerns:

1. Data Security: Collecting and storing sensitive biometric data requires strong security to prevent breaches and misuse.

2. Informed Consent: Consumers must know what data is collected and how it’s used. Transparent policies and explicit consent are crucial.

3. Emotional Manipulation: There’s a fine line between personalized marketing and emotional manipulation. Brands must ensure they don’t exploit consumers’ vulnerabilities.

4. Regulatory Compliance: Biometric data is sensitive personal data, so compliance with regulations like GDPR is essential. Its early days, but its not too far away.

Expert Opinion:

“Biometric data allows us to create a deeper connection with consumers by understanding their needs on a personal level,” says John True, a veteran in consumer payments and the founder of PayGility Advisors.

The Future of Biometric Marketing 🔮

The future of biometric marketing is both exciting and uncertain. As technology evolves, so will the methods for collecting and analyzing biometric data. Here are some potential developments:

1. Integration with AI: AI could enhance the predictive capabilities of biometric marketing, leading to even more accurate and personalized advertising.

2. Expansion to New Devices: Beyond wearables, biometric data could be collected from smart home devices, cars, and smart clothing, offering a comprehensive view of the consumer.

3. Enhanced Consumer Control: Future tech might give consumers more control over their biometric data, allowing them to customize the type and frequency of personalized ads.

My Prediction:

Wearable technology will become an omnipresent force, predicting our every purchase and preference. We will have to deal with this. Sorry.

Even so, we stand on the brink of an unprecedented evolution in marketing. If your wearable device is not just tracking your steps but anticipating your needs with a prescience that borders on magic, then this isn’t just about selling products anymore. It’s about crafting experiences so tailored, they feel almost intimate.

If your earbuds curate an advertisement played on Spotify amid your playlist, perfectly synced to your runner’s rush heartbeat on a hill, collating it with your watch - this becomes a personal brand experience like never before.

I hope the big muscles of tech, navigate the fine line between innovation and intrusion, ensuring that this brave new world of biometric marketing respects our privacy and enhances our lives without overstepping boundaries.

A new code of ethics is required: one where companies wield their newfound data with nobility and wisdom, much like a knight with a digital lance. I sure hope that our chuckle at the thought of our devices knowing us better than we know ourselves is short-lived. I hope we decide to stand tall with the maturity to regulate this power for the greater good.

Let us march forward, not just with smart devices on our wrists, but with smart policies in our hearts.

🎉BONUS Section: Sample Campaign for Marriott

Hey Marketers. Let’s get a taste of how biometric marketing might work, let’s dive into a sample campaign for Marriott Hotels using data from wearables! 🏨 As always, the start of every campaign comes from a Campaign Brief from the client.

Campaign Brief 📋

Objective: Increase bookings for Marriott Spa Getaway Packages by targeting stressed individuals using biometric data.

Target Audience: Stressed individuals, frequent travellers, and wellness seekers.

Data Utilized:

• Stress Levels: Collected from wearables to identify individuals experiencing high stress.

• Activity Data: Monitor sedentary behavior to find potential customers in need of relaxation.

• Sleep Patterns: Identify poor sleep quality to target individuals who could benefit from a spa getaway.

Tagline: “Escape to Relaxation”

Campaign Plan 🚀

1. Data Collection

• Collaboration: Partner with leading wearable tech companies like Fitbit, Apple, and WHOOP to gather biometric data, particularly stress levels, from users who have opted in.

• Data Points: Focus on stress levels, sleep patterns, heart rate variability, and activity levels.

• Privacy and Consent: Ensure all data collection adheres to GDPR and other privacy regulations, with explicit user consent.

2. Personalized Ad Creation

• Creative Development: Develop high-quality ads showcasing serene spa environments, relaxation therapies, and tranquil settings.

• Tagline: “Escape to Relaxation.”

• Formats: Create various ad formats including videos, carousel ads, and static images to cater to different platforms.

3. Ad Delivery

• Social Media:

• Platforms: Facebook, Instagram, and LinkedIn.

• Targeting: Use biometric data to target users showing signs of high stress. Utilize Facebook’s Lookalike Audiences to expand reach.

• Email Marketing:

• Segmentation: Segment email lists based on stress levels and recent activity.

• Content: Personalized emails offering exclusive discounts on spa packages, including testimonials and before-and-after relaxation stories.

• Mobile Apps:

• Integration: Collaborate with wellness and meditation apps like Headspace and Calm to display ads during moments of high stress or poor sleep.

• Rich Push Notifications: Send timely reminders and offers during high-stress periods identified by the apps with the creatives.

4. Interactive Content on Mariott Spa Landing Page

• Mini Quiz: Create an engaging quiz on Marriott’s website where users can assess their stress levels. If the data is truly

• Personalized Recommendations: Based on quiz results, provide customized spa package recommendations.

• Engagement: Offer a small incentive, like a discount or a free add-on service, for completing the quiz.

5. Feedback and Optimization

• Performance Monitoring: Use analytics tools to track ad performance, user engagement, and conversion rates.

• User Feedback: Collect feedback through post-purchase surveys and in-app reviews.

• Data Utilization: Use collected data to refine targeting criteria, optimize ad creatives, and adjust marketing strategies for better results.

Budget Segmentation

1. Ad Creation: 20% of total budget

• Creative development, video production, graphic design, and copywriting.

2. Data Acquisition: 15% of total budget

• Partnership costs with wearable tech companies, data processing, and privacy compliance.

3. Ad Placement: 40% of total budget

• Social media ads (Facebook, Instagram, LinkedIn)

• Email marketing

• Mobile app integrations

4. Influencer and Affiliate Marketing: 15% of total budget

• Collaborations with wellness influencers

• Affiliate marketing programs with travel and wellness bloggers

5. Interactive Content Development: 5% of total budget

• Quiz development, website integration, and user experience optimization.

6. Feedback and Optimization: 5% of total budget

• Analytics tools, A/B testing, and user feedback collection.

User Group Targeting

1. Demographics:

• Age: 25-50

• Gender: All

• Income Level: Mid to high-income individuals

• Occupation: Professionals, executives, high-stress jobs

2. Psychographics:

• Interests: Wellness, health, luxury travel, relaxation, and fitness

• Behavior: Regular use of wearables, frequent travelers, spa enthusiasts

3. Geographics:

• Primary Cities: New York, Los Angeles, San Francisco, Chicago, Miami

• Secondary Cities: Dallas, Atlanta, Seattle, Boston, Washington D.C.

4. Time of Day:

• Peak Hours: Early morning (6-9 AM) and late evening (8-11 PM)

• Stress Triggers: Times identified as high-stress periods by wearables (e.g., end of the workday)

Influencer and Affiliate Marketing

1. Influencer Collaborations:

• Wellness Influencers: Collaborate with top wellness influencers to create authentic content around relaxation and stress relief.

• Fitness Influencers: Partner with fitness influencers to promote the importance of relaxation and recovery.

2. Affiliate Programs:

• Travel Bloggers: Create affiliate programs with travel bloggers who can provide reviews and recommendations for Marriott spa packages.

• Wellness Bloggers: Engage wellness bloggers to write about the benefits of stress relief and relaxation, linking to Marriott’s offerings.

Campaign Plan Summary

Objective: Leverage biometric data to deliver personalized, effective marketing campaigns for Marriott’s spa services.

Execution: Collaborate with wearable tech companies, create high-quality personalized ads, deliver targeted messages through various channels, and continuously optimize based on feedback and performance metrics.

Budget: Strategically allocate funds across ad creation, data acquisition, ad placement, influencer collaborations, interactive content development, and performance optimization.

Target Audience: Focus on mid to high-income professionals in major cities, using demographic, psychographic, and geographic targeting.

Engagement: Utilize influencers, affiliates, and interactive content to maximize reach and engagement.

What do you think about the future of biometric marketing? Share your thoughts in the comments below.

Some data collected (My Shared Drive)

While preparing for this article, I collected the following information:

• Companies collecting wearable data for marketing and real-world applications are found here.

• Upcoming wearable technologies can be viewed here.

• Sample hypothetical campaigns that can be done using data from wearable devices can be found here.

• Some research papers are collected as well in the shared drive.

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Thanks for tuning in! Stay curious and keep exploring. Until next time! ✌️