Joshua Spanier, senior marketing director of global media for Google came away from CES with a very clear view of just how fast technology development is outpacing consumers’ ability to make sense of it, never mind adopt it.
Spanier pointed to the huge curved screens from LG and their inevitable convergence with AI and IOT technologies as unlocking huge potential for experiential and content marketing forms as well as automation that will make people’s lives better and more convenient.
The proposition for marketers in this converged and connected world however will be far more complex. “For brands it’s going to create as whole new operating model or paradigm about how you get these recommendation engines to actually recommend your product,” said Spanier, adding this dynamic poses a real threat to longstanding brand loyalty.
Spanier pointed to the fact that the largest and most sophisticated technology conference in the world was shuttered briefly by a leaky roof as underscoring that gap.
“I see it writ large as a metaphor of how we’re struggling with the pace of change,” Spanier said, who, despite the gliches, also cautioned those in the industry not to overlook CES. “You need to be here,” said Spanier. “This has become a global stopping point in the business tech world.