LAS VEGAS — As brands create new content for digital devices, the key to success is to stay focused on human behavior, says Mark Pavia, Executive VP and Digital Managing Director at Starcom USA, in an interview with Beet.TV’s Ashley Swartz at the just-wrapped Consumer Electronics Show.
For example, when creating for mobile, don’t expect consumers to push too many buttons. When making programming that’s searchable, think about how it’ll most easily be found, he says. Try to remove the friction from the consumer experience of the new device, he says. In the year ahead, he’ll be focusing, among other things, on how mobile gadgets connect with other devices like TVs. “Connected living is a big thing we are focusing on,” he tells us. For more insight into how marketers should create with consumer behavior in mind, check out this video interview.
-Daisy Whitney
Editor’s Note: This segment has been produced as part of a series of coverage of CES sponsored by SMG, Starcom MediaVest Group
