We asked Canopy’s Managing Director, Marc Sampogna, “How do you see wearable tech influencing marketing?” Here’s what he had to say:

Wearable technology is clearly on the rise and the ceiling has yet to be cast. From blazers that guide you to your destination, to sports uniforms that enable you to feel the action of your favorite player live, sky is literally the limit for where this can go. Brands, if they haven’t already, will capitalize by setting up advertising platforms where messaging and physical interaction with consumers will take place. For example, how cool would it be if while wearing the NAVIGATE Jacket from We:eX, you commanded it to guide you to the closest shoe store, and based on your ad buy, the top payees would get first dibs at that customer — meaning the jacket would direct them to their store, and push promotions and deals in real-time. This would certainly take the fuss out of searching on your phone for directions, and even the internet for deals. Needless to say, this is in the works, and will change the face of how we directly market to on-the-go consumers.

Other brands I’ve seen capitalizing on wearable technology: Virgin Airlines — piloted a program using Google Glass, smart watches and smart phones to enhance and personalize the travel experience for first class flyers; Spotify — using sensors to stream customized music based on a listener’s heart rate and motion; Ray Ban — partnered with Google Glass, to develop something way more stylish and trendy, and lastly, Huggies — created a clip on humidity sensor and app to alert parents when their little one has had an “accident”. The list could go on and on, but this is a blog, and I don’t have many characters left before you stop reading…