Bob Garfield

Why wearables were the star of SXSW 2014

What's the biggest difference between last year's and this year's SXSW? Wearables. Here's why these devices were the star of the show.

From Google Glass, to smart watches, to everything in between, this year's SXSW for marketers was clearly committed to the wearables trend. While a few years ago, wearable technology seemed like a novelty, this year's event was all about how these devices are catching fire with consumers and how the industry needs to take them seriously. The discussions made it clear that wearables (for all their popularity) are still in their infancy. However, they represent what could very well be the next evolution of the consumer device market. How do marketers approach advertising on these platforms? How will consumers really use them? What will flop and what will succeed? These are all difficult questions SXSW Interactive helped address.

Few have their eye on the cutting edge of technology like Michael Crider from Apogee Results. He speaks with iMedia's Bethany Simpson at SXSW 2014 about his predictions for the wearable technology trend.

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