Marketing wearable tech

Fitness trackers are being marketed as 'fashion meets function' for individuals who want to track activity or heartbeat or other indicators. These are a big segment of the wearable-tech market. Smart watches are, well, marketed as more technology in a convenient wristwatch size, portable in a different way than smartphones. Both are trendy for style reasons and for early adopters who enjoy being among the first to have the latest gadget.

Here are a few examples of marketing wearable tech:

• Fitbit is using multiple social media networks to showcase its latest wristband fitness trackers, including Instagram, Facebook, Twitter, Pinterest (especially key for fashionistas), Google+, LinkedIn, and Vine. The brand has recognition and a core of loyal followers who appreciate its streamlined look and ease of funtionality.
• Samsung is marketing its Gear smartwatches as 'comfortable, smart and stylish' on its UK website. Publicity about Android operating systems, bendable batteries and other elements related to the product help support its techy image. Samsung's strength in tablets and phones can only help its wearable tech products.
• Apple Watch, to be introduced in the UK next year, already has a lot of marketing momentum building because of product launches in the US and elsewhere. As expected from Apple, design is paramount to the marketing effort--as is the brand's iconic apple logo. Given Apple's premium image, this watch has a lot of buzz.
• Nike discontinued its Fuelband fitness tracker earlier in 2014 to focus on other wearable tech and, crucially, software related to wearable tech. The company recognised that fitness trackers have a life cycle--and the product category isn't yet in the maturity stage. Rather than continue with the wristband trackers that it marketed, Nike opted to look in Apple's direction. With Nike's strong brand equity, it will surely be able to compete in whatever niche it targets.