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With 12 official venues, 2.5 million net square feet of exhibit space, and 250-plus conference sessions, I did my best to walk through the halls of each venue, watching, listening, and reading headlines and brochures along the way to allow my brain to register the mega trends, as well as the micro trends that are relevant to the marketing industry.
I will be writing multiple articles, including one related to food tech trends for The Food Institute, so stay tuned! This is my first one focused on marketing technology & marketing overall from the consumer engagement POV. Within that context, here are my summarized takeaways from multiple conferences, and conversations with exhibitors.
A Glimpse into the Future of Marketing Technology:
CES 2024 wasn’t just about gadgets and robots; it was a treasure trove of innovative marketing technologies ready to reshape the future of how we connect with consumers. Here’s a snapshot of some key trends I spotted and their potential implications for our industry:
1. AI-Powered Customer Insights:
- Hyper-personalization: AI tools are getting smarter, analyzing vast amounts of data to predict individual preferences and behaviors. Imagine creating dynamic ad campaigns that adapt to each user in real-time, or customizing product recommendations based on their unique purchase history and browsing habits. This is not a new capability at all but we are seeing greater sophistication and accuracy across the board.
- Emotional Intelligence: AI is learning to read emotions. Emotiva, known for their facial recognition software, unveiled a new AI companion at CES that leverages its technology to predict user emotions. This intelligent companion goes beyond simple conversation, analyzing facial expressions, voice tone, and even heart rate to understand your emotional state. Imagine a future in which chatbots and/or digital tweens adjust their tone and language based on customer sentiment, and marketing campaigns tailored to specific moods and motivations.
- Predictive Analytics: AI is anticipating future trends and predict consumer behavior. While predictive analytics itself isn’t new, the unique application of patent data analysis for technology forecasting showcased by Focus at CES 2024 represents a fresh and impactful approach. This example highlights how the trend is evolving to offer deeper insights and tangible decision-making tools for businesses navigating the constantly changing world of technology.
2. Immersive and Interactive Experiences:
- AR/VR/XR Marketing: Forget flat ads; we will be getting into immersive brand experiences. Use your imagination to visualize a virtual showroom where customers can test-drive cars in any city, or explore a new travel destination before booking a trip. While this is not a new trend and, in my opinion, the hard drive portion still has some room to grow, we are moving in the right direction and seeing some improvement.
- Haptic Feedback: Beyond visuals and sound, haptic technology adds a layer of physical sensation to digital experiences. Product demos where users can feel the texture of a fabric through their phone screens, or virtual reality simulations that mimic the experience of holding an object. At CES 2024 Teslasuit, a full-body haptic suit, captivated attendees with its ability to transport users into virtual environments like never before. The suit features over 60 haptic points that simulate sensations of touch, pressure, and vibration, allowing you to feel the virtual world around you.
A Glimpse into the Future of Consumer Engagement:
1. Shifting from audience engagement to community co-creation:
- Community-driven content: Instead of pushing out branded messages, brands are collaborating with their audience to produce content, from user-generated campaigns to co-designed products. This builds trust and encourages deeper engagement.
- Hyper-personalization at scale: Leveraging AI and advanced segmentation, brands are tailoring their social media presence to individual users, delivering micro-influences and content experiences that resonate on a personal level.
2. Brand Storytelling in the Web3
The “always-on” social media landscape can be a pressure cooker of conformity. But amidst the sea of seemingly identical posts and influencer collaborations, a refreshing trend emerged at CES 2024’s “Brand Storytelling in the Web3 Era” panel: the power of embracing originality to forge authentic connections with your audience. My take aways:
- Challenge the status quo: Don’t follow the crowd. Dare to be different and tell stories that disrupt the expected narrative. Originality sparks interest.
- Find your “why”: Go beyond superficial marketing and tap into your brand’s deeper purpose. What stories can you tell that connect with your audience on a human level?
- Hyper-localize your voice: Understand your audience’s diverse cultural nuances and tailor your storytelling accordingly. Relevance breeds connection.
- Amplify diverse voices: Partner with creators and communities who represent your audience’s multifaceted reality. Inclusion builds trust and expands reach.
- Stay true to your brand: Don’t chase trends blindly. Align your content with your brand’s core values and mission. Consistency builds trust.
These are just a few highlights. In summary, CES 2024 showcased a future where marketing becomes even more personalized, immersive, and data-driven, while constantly evolving to address ethical and environmental concerns. It’s an exciting time to be in marketing, and those who embrace these trends will be well-positioned to connect with consumers in meaningful ways and build lasting brand loyalty.
