In my last post, I touched on some of the big winners—and the likely soon-to-be-winners—in the wear­able tech game. It’s already explod­ing in some pock­ets of the indus­try, such as activ­ity track­ers like the Fit­Bit and Nike’s Fuel­Band, and with Samsung’s Galaxy Gear and the much-hyped iWatch, 2014 is primed to be a major year for the mar­ket as a whole.

So now, as mar­keters, you’ve got the goods—or will, soon—in the most gran­u­lar way ever. With all of the per­son­al­ized data soon to be avail­able, mar­keters will be able to come along for the ride like never before if their brands can effec­tively tether them­selves to these omnipresent wearables.

But what does that align­ment look like today, and how will it take shape tomor­row? What is this next gen­er­a­tion of deeply inter­ac­tive marketing—and will con­sumers accept what could be seen as the ulti­mate inva­sion of pri­vacy? With some of the advances in wear­able tech about to hit the mar­ket, brands could lit­er­ally be in con­sumers’ pants.

At first glance, the align­ment with truly rel­e­vant, opt-in infor­ma­tion seems like a nat­ural entrance for brand mar­keters. Would con­sumers want high-value offers that are wholly rel­e­vant to their lifestyles? Per­haps. Because wear­ables typ­i­cally sync with an app, brands could push con­tent via that same app, through smart­phone push alerts or, poten­tially, with a per­son­al­ized email mes­sage. By using a more “tra­di­tional” mar­ket­ing for­mat and avoid­ing inte­gra­tion within the wear­able itself, the brand still gains the value of talk­ing to its pre­cise tar­get con­sumer with­out invad­ing what seems like a safe space—the consumer’s watch, tracker, glasses, or garments.

At the next level, of course, is real-time shop­ping and the now-known con­sumer pat­terns. Google Glass, for exam­ple, mea­sures where a wearer is look­ing. It knows when you enter the store, what aisles you’re vis­it­ing, and based on past search his­tory, likely what you’re look­ing for. Big box stores like Wal­mart are already exper­i­ment­ing with the tech­nol­ogy. Same goes for more advanced activ­ity track­ers and watches. You’ve clocked 300 miles in the last three months. Maybe it’s time for a new pair of sneak­ers, and here’s a 30 per­cent off promo code from a pre­ferred brand. Or maybe it’s the oppo­site. You were doing great for weeks, but lately you’ve dropped off in your fit­ness reg­i­men. What would it take to get you mov­ing again? A free month at a local health club? A dona­tion to a favorite char­ity for every 30 min­utes of move­ment? You got it—sponsored by a brand part­ner, of course.

Com­ing out of the Con­sumer Elec­tron­ics Show ear­lier this month, the wear­ables agenda seems almost set for 2014. It’s a pretty fash­ion­able one. Kick­starter dar­ling Peb­ble Steel got a chic metal­lic new look plus twice the mem­ory and a host of new apps to roll out in the com­ing weeks and months. Intel announced a part­ner­ship with lux­ury retailer Barney’s and the tremen­dously influ­en­tial Coun­cil of Fash­ion Design­ers of Amer­ica, in hopes the orga­ni­za­tions can align to com­bat the “it’s just not styl­ish enough” wear­able naysay­ers. Not to be out-fashioned, Fit­Bit offi­cially launched its ini­tia­tive with designer Tory Burch, set to fuse high fash­ion, inno­v­a­tive tech­nol­ogy, and con­sumer neces­sity into a line of cutting-edge acces­sories rolling out in 2014. If this part­ner­ship can carve out even a frac­tion of the fer­vor sur­round­ing Burch’s status-yielding apparel, footwear, and hand­bag col­lec­tions, it could cat­a­pult wear­ables into another stratos­phere entirely by year’s end.

Fash­ion­able or not, the wear­able tech mar­ket will pro­vide met­rics that will no doubt be the ulti­mate in consumer/brand con­nec­tiv­ity. Gone are the days of reach­ing men who read fit­ness mag­a­zines or peruse at-home work­out moves online, with sub­stan­tial waste thanks to those who are just “win­dow shop­ping” a health­ier lifestyle. Now you can know who’s actu­ally exert­ing them­selves, whether they go through the tra­di­tional pro­mo­tional motions or not. The con­text and the con­tent are there, and the dots sim­ply need to be con­nected. But, under­stand­ably, it’s not that sim­ple. At the same time, the full-fledged wear­able tech adop­tion will undoubt­edly be faster than even insid­ers can anticipate.

Done right, tap­ping into unpar­al­leled knowl­edge and insights com­ing out of wear­ables can drive long-lasting, mean­ing­ful rela­tion­ships with core con­sumers beyond vir­tu­ally any tra­di­tional mar­ket­ing chan­nel. Done wrong, it’s an instant turnoff with poten­tial eth­i­cal murk­i­ness bor­der­ing on Big Brother.

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