Even though people wearing Google Glass still get weird stares from random strangers, wearable technology is predicted to reach 100 million devices by 2016 (according to ABI research). This is no longer science fiction, but a solid reality. Wearable technology brings a whole new plate of data to the marketing table. This data needs to be collected by a new set of tools that know, scary as it might sound, how to read your mind.
Neuromarketing is an umbrella term which encompasses neuroscience, biometrics, and other methodologies using technologies such as EEG, fMRI, and eye tracking for marketing purposes. This technology is used to look inside our heads and show what consumers really feel, as opposed to what marketers think we feel. In 2008, a team of scientists from Max Planck Institute for Human Cognitive and Brain Sciences in Leipzig, Germany published a study showing that several seconds before we consciously decide what we are going to do, the outcome can be predicted by looking at unconscious activity in our grey matter. This unconscious activity is the key of Neuromarketing.
Ads are all around us – we see them in the newspapers, on our mobile devices, at the sites we browse, and every click, or mouse move, is worth a lot of money to some advertising company that thinks it knows what consumers really feel according to their data. Yet while constantly improving the targeting of their audience, wearable technology will bring the future of marketing even closer to a spot-on targeting. As wearable gadgets with the same measurement capabilities gets in the hands of the everyday consumer (Google Glass, Muse to name a few), brands will have more data that will predict behavior before the user even knows he is about to act in a certain way.
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Boris Shurp is Inbound Marketing Person at dmg.