Facebook’s Jane Schachtel, Patrick Harris Share Expectations, Tips for 2015 CES

By David Cohen 

InternationalCESLogo650With the International Consumer Electronics Show set to open its doors Tuesday in Las Vegas, Facebook global head of technology and mobile strategy Jane Schachtel and global director of agency development Patrick Harris offered their takes on what to expect and how to survive CES in a Facebook for Business post.

Schachtel wrote:

When technology companies talk about new products and features, they focus almost exclusively on the idea of innovation — how their new products are the latest and greatest thing. But consumers often have a hard time understanding why this innovation matters. The top thing I’m looking for at CES this year is to see how tech companies are humanizing their technology by demonstrating and communicating how all this innovation can make people’s lives better.

There’s been a lot of talk about the Internet of things the last few years — devices like Web-enabled refrigerators that can tell you when you’re running out of milk — but for the average consumer, the Internet of things only means a smart TV or fitness band. I’m eager to see how the biggest Internet of things players are planning to integrate more of this innovation into people’s lives.

This will be the eighth year in a row that new smartphones will be announced at CES. This presents manufacturers with a great opportunity to differentiate themselves from one another. People don’t remember how many pixels a smartphone camera has, but they definitely remember that their camera takes awesome pictures of the beach at sunset. In a crowded and very competitive market, highlighting how these devices impact people’s lives can help separate brands from one another.

Mobile isn’t a technology. It’s a behavior that’s totally changing how people communicate and live. Yet the tech and telco companies driving much of this change haven’t fully embraced mobile marketing. IDC predicts that mobile companies in 2015 will spend just 5 percent of their total marketing on mobile. I hope in 2015 we’ll begin to see marketing budgets reflect more of consumer behavior, which is good for people and good for businesses.

I gave up on Vegas buffets after a Grateful Dead show I saw there in the 1990s, but I definitely indulge in the DB Brasserie breakfast at least twice while at CES.


And Harris chimed in:

At CES, it’s really easy to be lured in by the new, shiny objects. It can be overwhelming. For me, trial and error is key to keeping up with all the newness. I sometimes talk to clients about the 70/20/10 model. In any given year, 70 percent of your advertising efforts will be focused on your core strategies and channels, the places you spend most of your time optimizing and refining. 20 percent is used for some really focused experiments on new platforms. And then 10 percent is saved for moonshots — things that have a low probability of working now, maybe because they’re very new or untested, but could have a big payoff down the road.

Agencies are looking to simplify their insights practices to drive communications strategies and media priorities. It’s a shift from collecting everything to collecting the most meaningful insights.

There are now opportunities for agencies to help clients build service layers on top of their existing businesses. For instance, over-the-top TV viewing — switching between, say, a TV and tablet while watching a show — has totally changed the behavior of television viewing, and agencies are finding new opportunities as a result. There’s enormous potential to provide new services that have relevance and value.

Craps: I like to find a table with other agency trading folks.


Readers: Will any of you be in Las Vegas for CES?