Many marketers leave CES with two overwhelming feelings: 1) guilt over broken New Year’s resolutions for healthy eating and exercise and 2) confusion over how to act in a meaningful way on what they heard from nearly 70,000 exhibitors. Marketers looking to solve immediate challenges are missing the real value of CES as a rare opportunity to recalibrate
and think about what’s next vs. what’s now. Below are 3 critical action steps for marketers coming out of CES 2019.

Prepare for Brand-Trust Dilemma

The datafication of everyday life was apparent everywhere @ CES, leading to inevitable questions about privacy security. Brands need a transparent approach to ensure a clear value exchange and be upfront about how they’re using data. Consumers need to feel they’re receiving something tangible in exchange for sharing their information. Allstate’s “Digital Footprint” is a good example.

Embrace Future of Brand Identity

Mastercard unveiled a new wordless logo that will help the brand adapt to new digital environments. The move is indicative of today’s challenges for brands—from smaller smartwatch and smartphone screens to voice-based smart home assistants to AR and VR. It has never been more evident that when building your brand identity you must be digital first and consider not just today’s platforms, but key emerging environments, too.

Build New AR Brand Experiences

CES showed that AR holds immediate promise as a tool for brands to add utility and delight to customer interactions. Hyundai revealed how AR might enhance driver navigation, Connected Garden showed us how us to keep our garden thriving, and Lumus unveiled stylish smart glasses so we can look cool. Brands need to consider how they leverage AR opportunities and the increasing prevalence of digital and real-world convergence.

The Bottom Line

Continue to stay focused on building products, services, and marketing initiatives that meet the new expectations emerging from a more connected, intelligent, and integrated world.

Author: John McDonald, EVP, Marketing, Digitas NA