CES Closing Thoughts

At Dentsu Aegis Network, we know that success lies less in marketing and more about mattering.

The fact that televisions (big, thin, foldable, etc.) continues to be a focus of CES offers a certain amount of irony. TV can and will be a huge awareness driver for marketers, but they were the center of the brand-led world where marketers could count on captive audiences and forced exposure.

CES made perfectly clear that it is now a consumer-led world defined by more choices, an opt-in culture, and empowered consumers. Brands need to recognize how to evolve their own behavior to catch up with existing consumer trends and preferences. In the best-case scenario, brands actually anticipate those trends, so they get there first.

It doesn’t take a trip to Las Vegas to know that consumers are in the driver's seat. Leaders of today’s most successful brands know the importance of gaining a deeper understanding of consumers’ needs and preferences to create closer, more emotional connections. Respect for consumers time, passions and, yes, power is at the core of creating this connection. CES was a valuable reminder of this.

We are inspired by the onslaught of new tech, innovations and ideas we saw and what it offers all of our valued clients and their customers whether it’s today or the bright, shiny and electrified future ahead.

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