Digital marketing is a powerful thing. It levels the playing field by making customer data available to virtually any business who understands the importance of relevant and targeted communications. Wearable tech and the data that it produces, may seem crazy, but its here and you need to think about how it could impact your business. In 2015, you’ll start to see social media marketing and wearable tech begin to merge, and there is no reason a small, local business can’t take advantage of this trend. “The many wearable devices and smart appliances on display at CES signal new opportunities for tech companies to target offerings to your behavior,” said Shawn DuBravac, the chief economist and director of research for the Consumer Electronics Association. “For instance, by monitoring your smart thermostat, in-home camera, and smart watch, he said, Netflix might eventually be able to determine that you’re alone, sad, and cold and offer a movie that might cheer you up.” That data could also be available to small, local businesses. But how you play this trend is up to you and the market you serve. For example, if you sell to young mothers, you should be aware of Pacif-i, a pacifier made by U.K.-based Blue Maestro that measures a baby’s temperature and shares it via smartphone. The data would signal an opportunity to soothe a mother’s fears with books, advice or other products. The new Swarovski Shine collection not only tracks your activity—its beautiful. Misfit teamed up with the Swarovski to add bling to the tech, in the form of two new Shine devices—one clear, one solar-powered violet, each covered with a single faceted crystal—and nine generously bedazzled accessories. Like their predecessor, the new Shine devices track your movement and sleep patterns, and sync wirelessly with a mobile app to keep track of the data they collect. What do you think? Is this something you might explore?