The fate of marketing and advertising, and the fragmentation in a world of wearable devices might look a lot like content or native advertising. Saturday's OMMA South By Southwest first panel discussion looks a lot like wrist wear. Anne Keenan, SVP of strategy at iCrossing, Michael Deitz, senior group manager of connected car and owner marketing at Hyundai Motor America, talked about a Blue Link app for a Smart Watch running Android OS that lets the wearer remote start the car when on the wearer's wrist. Josh Kessler, director of mobile of Discover Financial Services said Discover also launched an app for Android Wear to show the wearer what's important about the account such as for low balances. Adidas Innovation Explorer Jon Werner talked about a shoe with benefits where a near field communication (NFC), a short-range radio frequency technology, tag embedded in the shoe wants to know more about the wearer. The data that these apps collect make the consumer the ad, and the experience helps to create word of mouth marketing.