In January of 2015, I attended the Consumer Electronics Show in Las Vegas. I spent most of my time conducting primary research for my automobile client, Infiniti. At CP+B, we have developed a series of concepts that rely upon integration between the car and its owner. You can find a series of stream-of-consciousness posts related to what I learned at my marketing blog- Persuasion Atom.
The automobile is “just a consumer’s living room that’s mobile.”
– Jim Fish, Bosch
Connected ecosystems dominated the conversations (and imaginations) of this year’s CES across most categories.
CES has become the perfect place for automobile OEMs. It is where they can communicate a technology story that is distinctly consumer-focused. Auto shows are the industry talking to the industry. CES attracts a very different attendee. The CES audience is keen to understand how new products fit into their lives. It is clear from the automaker booths that those brands are looking to influence consumer opinion about their role in defining the ever-connected future.
Monitoring, controlling and enhancing the ownership and driving experience is becoming a consumer’s assumption, not a premium value-add. Deeply embedding the magic of our mobile devices into our vehicles is critical. Marketing and media attention on the Internet of Things has definitively influenced consumer’s expectations of what technology should enable.
We expect to be able to control more and more of our home, office and vehicle features via our phone. Consumers then want to quantify, visualize and track their routines and behavior, as seen in the fitness and healthcare categories.
Marketing – still acting surprised.
Marketing continues to be disrupted by consumer consumption patterns, particularly around mobile. In 2014, time spent in online retail is now dominated by mobile, specifically m.com and apps. By screen type, consumers access retail 66% of the time on mobile versus 34% on desktop. Within mobile, 63% of that traffic is handled by applications. This is a real sea change and requires brands to be strategic about why and where they are creating mobile customer experiences.
After attending a day of panel discussions from application developers, content providers and advertisers (Spotify, AirBnB, Yahoo, etc.), it became clear that only a few companies are really prepared for the mobile consumer. Brands are overwhelmed by the options. Over half of their traffic is coming from mobile. The dominant percentage of that traffic is to mobile apps!
It’s a strategy crisis. As Chick Foxgrover, the CDO of 4As stated-
“Mobile advertising must evolve its focus from messaging to service.”