INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 04, APRIL 2020 ISSN 2277-8616 1363 IJSTR©2020 www.ijstr.org Digital Marketing Strategy For Wearable Device Industry: Conceptual Framework Dillip Kumar Parida, Dr D. Prasanna Kumar Abstract— The social media has become an essential tool to market new products in today's business scenario, especially when it's about wearable devices. Every business organization is using the social media to engage their audience in creating awareness about the wearable product and converting the desire into the lead. Over last six years, the demand for wearable products increased immensely, and the opportunity to tap the market is vast and significant. Those organizations who fail to formulate digital marketing strategy will be at disadvantage position. This paper discusses the digital marketing strategy to increase brand awareness and acquisition of new customers. Index Terms— Business strategy, Competitive advantage, Digital Marketing Strategy, Engagement, Social Media Channel, Social media marketing and Wearable Device. ——————————  —————————— 1 INTRODUCTION Business environment and its related marketing theories have endured enormous changes because of the shifts in the digitalization around the world. The transition of traditional marketing and conventional methods to the new way of social media mediums. As Esther Dysan, president of EDventure Holdings Inc. said: "The Internet is not just another sales channel. It is not just a means of advertising. It is a tool that fundamentally changes the way a company does business, takes orders from its customers and gives them value" (Kotler et al., 2009). The Internet is revolutionizing the new method of doing business, and digital marketing strategy is essential to achieve growth and gain competitive advantage. The new age advanced informatics as the wearable device has a tremendous impact on mobile devices and its usage. Now the consumer has shifted their mindset from decorative smart wearable device to mainstream. The healthcare and entertainment segments will drive the wearable device trend forward, and consumer adoption shortly. According to International Data Corporation (IDC) the worldwide market for wearable devices, now inclusive of wireless headphones with smart assistants, is forecast to grow 15.3% over the previous year to 198.5 million units by the end of 2019, according to the International Data Corporation (IDC) Worldwide Quarterly Wearable Device Tracker. Driving that growth will be the continued proliferation of watches, ear-worn devices, and wrist bands as well as further adoption in the healthcare segment. Looking ahead, the market is expected to reach 279 million units by the end of 2023 with a compound annual growth rate (CAGR) of 8.9%. 2 DIGITAL MARKETING STRATEGY Marketing strategy is the fundamental goal of increasing sales and achieving a sustainable competitive advantage. Digital marketing strategy is the way in which we engage customers through social media to create awareness and generate leads. The procedure consists of multiple key parameters that need to consider at the time of strategy formulation. The good building blocks will ensure an efficient chain of identifying objectives to monitoring lead conversion. They key parameters are engagement and response to the right the customer The swiftness of response will create a positive electronic word-of- mouth which is still the most effective form of marketing strategy. 2.1 Identify Objective Objective setting is the first and foremost point to start digital marketing strategy. These objectives define what wearable device companies want to accomplish through social media marketing activities. There are many important factors need to be considered before establishing the engagement with customers. The selection of parameters is significant to ensure that objectives are; specific, measurable, achievable, and realistic and time specific. The SMART approach can determine the satisfactory result and areas required address. Specific – Objective must be precise and aim for better understanding of Achievement. Latest preference in wearable healthcare devices and smart watches that maximizes revenue. Measurable – Objective can be tangible or intangible in nature. The organization must clear about qualitative and quantitative nature of goals. The level of success must be defined to measure the success of using social media. Achievable – Objectives must be reasonable regarding achievement. The goal must be aligned with the mission and vision of the organization. The short term achievable target may help to active the long-term goal. Realistic – Realistic target depends on the support system to create the wave in social media. The organization should have enough resource and time to achieve the objective. Sometimes conversion rate depends on the brand awareness and penetration in the market. Targets must be more realistic in existing customer engagement other than new clients. Time specific – Objects should be time-bound, and measurable. Growth forecasts for the wearable device should have a timeline. The different period can be set for creating awareness and conversion to final lead. Regular progress update on a periodic basis can help to track the level of success. 2.2 Segmentation Kotler et al. (2005, p. 391) defines segmentation as "dividing a market into distinct groups of buyers with different needs, characteristics or behavior, who might require separate products or marketing mixes". The purpose of market ————————————————  Dillip Kumar Parida is Research Scholar in KL Business School, KL University, AP, India, E-mail: Dillip_parida@hotmail.com  Dr. D. Prasanna Kumar is Associate Professor in KL Business School, KL University, AP, India, E-mail: dr.prasanna@kluniversity.in