Last week I had the opportunity to attend CES 2016 where I toured the show floor to get an understanding of the latest innovations in virtual reality, mixed reality, 3D-everything, artificial intelligence, the robotic smart home and more. But for digital marketers what do the latest trends and innovations at CES really mean for your business?
Following CES I had the opportunity to sit down with Terry Brock to discuss what I saw at CES and what it means for digital marketing in the year ahead. With the overwhelming amount of digital marketing technology available, Terry asked me to bring CES to the real world and discuss what’s working for digital marketers and what marketers should focus on this year.
The reality is that most marketers don’t have the luxury to incorporate the latest and greatest innovations, like virtual reality experiences, into their marketing plan. Still, one key theme that stood out through the products on display at CES was the increasing importance for marketers to create immersive, contextually relevant experiences for customers through content.
To accomplish this, you don’t need to rely on the newest products coming out of CES. Instead, assess where your organization is in the digital marketing continuum and align strategically to the tools that you have available to foster digital transformation for your organization.
With this in mind, I broke down my answer to Terry’s question into three basic areas:
- Social media marketing: There’s been a dynamic shift in social media the past few years that has made it less about personifying your brand through social media platforms and more about creating targeted content that is contextually relevant to your fans and followers at a moment in time.
- Connecting physical to digital: Consumers are now in control of the messages they receive across all channels. Attention is a scarce resource and content is the currency to connect with consumers. In order to connect effectively across channels you must ensure consistency of messaging across various channels while still ensuring your content is contextually relevant.
- Aligning data to the creative process: Having the ability to tie together attitudinal, transactional and demographic data will bring this together. Through data you now have the ability to deliver contextually relevant creative at scale.
For more insight on these three areas watch this clip from my conversation with Terry.
To hear more about what I had to say on CES click here.