Growth of so-called ?invisible wearables? ? those indistinguishable from non-smart technology ? are likely to see significant adoption before decade?s end, according to Juniper?s report, ?The World in 2020 ? A Technology Vision.?  As the wearables market grows to have annual value of about $80 billion by 2020, fashion-first wearables are expected to have far greater appeal than tech-centric devices, as they blend in with consumers' lives more effectively.

?More seamless wearables would in the short term hamper mobile marketing,? said James Moar, research analyst with Juniper Research. ?There are less obvious screens on which messages can be projected.

?However, in the long term it is likely to enable more specific and targeted marketing messages to be delivered,? he said. ?This is because invisible wearables are more likely to integrate into consumer habits, and thereby enable greater data tracking than has previously been the case.?

Juniper?s report comes as Apple announced it will hold a ?special event? for March 9 in San Francisco that is likely to mark the launch of Apple Watch. Apple has said the watch will go on sale in April.

Apple unveiled the Apple Watch in September when it also launched its new iPhones and Apple Pay.

In the event, Apple is expected to release details about the watch?s features, the company?s first all-new product since introducing the iPad in 2010.

A feature of the Apple Watch that lets users filter messages from the phone is expected to create new marketing challenges. 

 

Forty percent of online consumers in the United States say they are tired of pulling phones from their pockets and purses, Forrester Research recently reported. 

Thus, the Apple Watch will become the main entry point for digital experiences. 

In a major behavioral change, the watch?s emergence will cause most mobile time to be spent in quick glances to the wrist. 

Consumers will get real-time information without having to dig into their pockets. They will only pull out their phones if the message sparks an interest to go deeper or respond.

 

On the smaller screen it will be harder to gain attention and spark engagement using tried-and-true methods of media buying and broadcast messaging, Scott Townsend, director of agency programs at Urban Airship, wrote in a Mobile Marketer column in November.  

With the new filter of a watch screen, content targeted to a user based on that user?s wants and needs will be the only content that has a chance at getting through to the big screen.  

Marketers will have to understand the personal context of their customers including preferences, behavior, current location and location history in relation to the brand?s offering to be effective.

Juniper?s report points out that the fashion-first approach may not be embraced by every wearables company, since the appearance of tech may ultimately become part of an overall design aesthetic.

Meanwhile, dermally-attached wearables - such as biostamps - are in a more embryonic state, and require a more significant shift in consumer habits than accessories-based wearables, limiting their adoption among general consumers for the foreseeable future.

On the positive side, invisible wearables are more likely to integrate into consumer habits, and thereby enable greater data tracking.

?When this is combined with location-based services, the opportunity will be even greater,? Mr. Moar said. ?But it will not be a simple projection of an audio-visual message to the recipient.?