What CMOs Are Talking About: 4 Major Trends

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Be ready to adapt and evolve with the consumers most essential to your success.

Electronics are increasingly the conduit through which people engage with the world around them. The latest advancements were on display this week at CES (consumer electronics show) — from wearable devices to app-controlled and internet-connected home appliances, to the most technologically tricked-out cars imaginable.

CES is less about new gadgets and more about how people prefer to spend their time. For marketers, this means that the channels and approaches available for connecting with tech-savvy audiences are expanding and transforming. Brands that aren’t able to keep up with consumer’s tech habits, as well as harness all the data involved, will be left behind.

In that context, there were four major trends on showcase at CES that are impacting marketing right now:

Tech gets (really) personal

Wearables such as fitness bands, smart watches, glasses and even “smart clothing” are growing in popularity and sophistication, enabling people to monitor everything from the location of their car keys to their heart rate at the four-mile marker.

Just as the data captured by these devices shapes decision-making for consumers, it also can help brands refine their marketing strategies based on their audiences’ behaviors. We’ve seen the effect of this on TV, with smartphones and tablets allowing viewers to socialize about programming, and for brands to become part of the conversation, in real time. Making these experiences even more personal on new devices will extend marketers’ ability to deliver the most relevant messages, at the right time, and in the right place.

Everything is connected

Smart cars. Smart thermostats. Smart appliances. Smart pet monitors. This year’s CES has demonstrated that virtually anything in the home (or yard, or driveway) can be connected. And, while the jury may still be out on whether the world needs a connected toothbrush or a Bluetooth-controlled baby rocker, it’s clear that the “Internet of Things” continues to expand in scope.

As consumers start to embrace web-enabled technologies that assist them in organizing and automating many aspects of their home and daily life, CPG marketers should take note. Connectivity opens the door to services such as auto-replenishment and mobile app alerts that cultivate stronger customer loyalty and drive sales.

To view the rest of the trends, click here.

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