"While it’s fun to get caught up in the excitement of bigger screens and smarter homes, CES also provides a window into the next evolution of consumer behavior for savvy marketers who look beyond the buzz.” - Think with Google
This isn't your typical roundup post about the top trends from this year's CES event. Instead of talking about the weirdest gadgets announced on the floor, we want to discuss what this means for consumer behaviors, marketing and best practices.
Top 3 Things You Need To Know
1. 5G Is A Confusing Mess. Although there was a lot of hype around 5G being the main topic at CES, unfortunately for those that attended it didn't deliver. Avi Greengart said it best during an interview with CNET, "At CES, 5G is mainly being used as a buzzword and proxy for 'future of mobility.'"
We know we can't leave you hanging, so we collected some chatter on what was said through the trades, event presentations and interviews on the floor.
Why you should care: Although full clarity around 5G was not delivered at this year's event, what everyone can agree on is the power of 5G is poised to be nothing but amazing. This means more creative ways to communicate with your ideal audience in more places, spaces and with extreme speed. Keep abreast on updates throughout the year - seriously set up that Google Alert, think of what you can test this year, and plan to fully implement by 2020/2021.
"The intersection of Mobile Video and Social Video was the dominate media trend for 2018. That intersection simply sets the table for the explosion of new medium forms to come in 2019.” - CNET
2. The Age of Consent Will Shake Up Internet of Things (IoT). Overhype words for this year were said to be "smart" and "connected." Although this specific trashcan is not Alexa or Google Home enabled, the confusion between what products collect your data and which ones don't is growing quickly among consumers. This confusion will create a paradigm shift of data control between consumer and manufacture. Two things to keep in mind:
Why you should care: As business owners and marketers we all get excited about data, but how far are we willing to go to collect it, use it or better yet give it away as consumers ourselves? As you look to deploy audience buying tactics within your marketing strategies, self regulate the way you use and collect data. If you plan to use 3rd party platforms, take the time to specifically ask or investigate their data collection methodology and have them explain their opt in processes. Lastly ask yourself if you really need the data, and be open to alternatives.
3. The Power Of Storytelling Enhanced: TVs are bigger, more affordable and access to content has never been easier.
Why you should care: Quality of content will continue to be extremely important as content creators from all industries - including the entertainment industry - fight for screen time in the living room, on mobile devices...well pretty much everywhere. Consumers remain in control, so thinking of creative ways to keep them engaged longer is crucial as well as including a call-to-action to tell them specifically what you want them to do.
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