Commentary

Search Marketers Have Time To Make Mistakes With Wearables

Jeff Carl, ecommerce marketing manager at Angie's List, said search on wearable devices will create a better experience. "We still have some time for trial and error to get to the future," he said. Retailers have begun to experiment. One campaign directs consumers to the product when they enter the store based on previous searches on their mobile phone or PC. Carl said this isn't sci-fi. It could happen today. The technology is there. He provided an example of an international campaign--the Meat Pack hijack initiative--where a retailer gave consumers a discount based on how fast they could get to their store. The percentage dropped the longer it physically took for the person to reach the store.

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