CES, the annual Consumer Electronics Show, is a time of excitement for gadget lovers and innovators alike. But for marketers, it can also bring a sense of trepidation.
As new devices and services hit the market, they create fragmented consumer experiences that can be difficult for marketers to navigate. At the same time, these innovations offer new opportunities to connect with customers at different points in their journey.
“I, as a marketer, have to figure out, ‘How do I use all these capabilities to go and actually reach and talk to these consumers?'” said Joe Doran, Chief Product Officer at Epsilon, in this video interview with Beet.TV.
Adapting marketing plans
The waves of innovation that CES can throw up demand marketers rethink their strategies and technology stacks.
“All of that takes time, effort, and money,” Doran told Beet.TV editorial director Lisa Granatstein.
Despite the challenges, CES is still a time for fun and connection with friends and colleagues across the industry. Doran’s pro tip? “Put a limit on it, 72 hours tops. Get in, get out, get your stuff done.”
Buy TV like it’s digital
Epsilon is Publicis’ outcomes-focused agency.
Doran said connected TV (CTV) and addressable TV (ATV) offer “tremendous promise” compared to the digital display ecosystem.
However, marketers are still spending on CTV and ATV like it’s linear TV, buying content adjacencies and using panel-based measurement, he said.
Going forward, he believes marketers will be forced to apply the digital playbook for addressability and measurability.
You’re watching “The Road to CES 2025: It Starts with Consumers”, a Beet.TV Leadership Series, presented by Epsilon. For more videos from this series, please visit this page.
