New Year, New Trends: CES 2020
CES has now come to a close for another year, with brands having shown off a plethora of new inventions, and a range of speakers taking to the stage across CES venues to share insight into the latest trends and topics.
With the year just starting out, now is a great time to digest and unpack all that the event had to offer its 175,000+ attendees, and worldwide audience. Here are our key takeaways from the event:
If 2018 was the year of ‘disruption’, and 2019 was the year of the ‘experience’, then 2020 will be the year of ‘transformation’. Companies are starting to look at their brands carefully, and what they stand for, shaking off the old stereotypes that might surround them. This year a focus will be put on revitalising products and messaging for a new generation, who are more ethical and diverse than ever. Video will be a key driver of this as it has the ability to convey rich storytelling in a visually compelling manner.
Several prominent marketing heavyweights, including Sir Martin Sorrell, spoke about how their goal was to create higher quality, more relevant advertising, in a quicker and cheaper manner. As the demand for video content soars, more efficient and streamlined solutions are required to keep up with this. Technology that helps to achieve this will be critical for success in 2020.
5G was without a doubt the most mentioned buzzword at CES. The emerging technology is set to revolutionise every facet of technology, improving connectivity, speed and reliability in ways previously not imaginable. At CES companies from across the globe flocked to Las Vegas to showcase their new solutions which hope to leverage 5G to empower everything from IoT connected kitchen appliances, to driving autonomous vehicle experiences. Video advertising will also benefit from 5G by providing a smoother experience for viewers – especially on mobile – opening up new opportunities for innovation.
Some would say that with the introduction of GDPR in Europe last year, that trust between companies and consumers was on its way to being repaired. But it’s clear that there is still more work to be done in this area.
Many speakers at CES professed that using customer data is much like an open relationship; it requires trust. Smart data will now be at the forefront allowing marketers to develop more relevant and engaging advertising without having to compromise on the trust they are building with their customers.