As the Consumer Electronics Show in Las Vegas closes its doors for another year, Ebiquity’s Christian Polman shares his key media take-aways.

With the steady erosion of the most successful brand building medium ever – linear TV – it’s time to approach CES with fresh eyes. But getting the basics right when it comes to digital customer experiences – such as mobile apps or web experiences – is challenging enough for incumbent brands.

It stands to reason that marketers should learn how they can leverage technology to build differentiated products, brand experiences that communicate their purpose to consumers and by extension, build their brands in the digital age. Crucially, brands need to look harder and smarter than ever to find golden nuggets to stand out from the crowd.

This is particularly true when 2020 is widely considered to be the year of brand and purpose building, a trend we’re especially seeing among consumer brands. 2019 generated enough proof-points that being purpose-led works so it comes as little surprise that many brands from Salesforce to Delta brought those stories to the fore at CES this year.

Many brands have also woken up to the realisation that they have shifted too hard to performance marketing and, after assessing the evidence from data and analytics as a guide, they are shifting back to brand building. Yet there’s still a long way to go to embed purpose within companies and across marketing communications in an authentic and consumer-relevant way that truly builds brands.

Spotify’s launch of its new adtech product, Streaming Ad Insertion, is a significant development in the Audio space for marketers. I have no doubt this is an excellent addition to Spotify’s suite of services for brands that want to undertake brand activation.

But brands will also be looking for what else the music streaming giant and other media owners and platforms will be doing to offer strategic brand building opportunities, especially as purpose becomes more important to consumers.


Read the full article on Mediatel here. 

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