Making The Case For Wearables

When marketers think about wearable technology, they might feel like the runner who has just crested a hill in a Fitbit commercial: winded, but energized. Winded, because wearables are emerging at a time when marketers have barely had a chance to catch their breath after getting up to speed on mobile (and before that, social, and before that, display advertising), but also energized, because of the great possibilities that wearable technology promises.

Of course, before advertisers can begin to think about marketing wearable technology, consumers have to embrace it, which brings us back to Fitbit. The household brand has been making its popular fitness trackers for nearly a decade, and launched its first global ad campaign in 2014 with Argonaut Inc. handling the creative. With upbeat spots like "Find Your Fit," Argonaut Inc. makes the case that Fitbit trackers can enhance the lives of a variety of people—not just high-level athletes. It seems to be working. The