Have you ever bought a Fitbit, Garmin vívofit or any other kind of tracking device? More importantly: Do you actually use it? If you got caught up in the wearables craze, only to lose interest and set aside your device after a few months, you’re not alone. This phenomenon, dubbed wearables fatigue, is well-documented and growing.

More than half of U.S. consumers who have owned a wearable no longer use it, and 50% of consumers lose interest in their wearable product within a few months. Yet, there is a consistent group of people who are tracking fanatics. So, what are wearable technology brands to do? Not surprisingly, many brands are struggling with this contradiction.

How do you simultaneously market to hesitant first-time customers and experienced data junkies? In her most recent LinkedIn Pulse piece, March Account Director Courtney Allen talks about how comms advisors can work with brands to figure out how to speak to these two very different audiences.

The challenge of understanding your audience is not limited to the wearable industry, however. Jodi Petrie, Executive Vice President at March and the head of our new Consumer Innovation shop, recently sat down with Manny Veiga and Hacks and Flacks to talk about how consumer tech brands can better focus on their audiences.

How can brands get consumers to actually listen? Instead of going on and on about the inner workings of your new gadget, Jodi says, focus on how the product improves the consumer’s quality of life. Jodi shares some additional thoughts on the subject in her LinkedIn Pulse piece, “No more navel-gazing in brand communication,” including her take on the current state of tech communications, and how comms teams can help brands find a new way forward.