What marketers should watch out for at fully virtual CES 2021


For the first time at the Consumer Electronics Show (CES) 54 years of history, attendees will not meet in person to kick off the calendar year with shows and technological innovations. But while that means there isn’t a post-vacation trip to Vegas for tech, media, marketing, and advertising professionals, it doesn’t mean it won’t be of value to them. participants, especially given the unusual circumstances we are entering into 2021.

It’s going to be very different, of course. For starters, just under 2,000 exhibitors attend the annual show – less than half of the more than 4,400 exhibitors who made it to Vegas for last year’s event. As so many other events and conferences have done during the pandemic era, the Consumer Technology Association, which hosts CES, had to rethink the conference for the Covid era.

CEO of Verizon Hans Vestberg will launch the event with a keynote address on 5G – which is expected to be a major theme for the 2021 conference as a whole – and the opportunities it creates for access to healthcare and education.

Over the course of the four-day program, more than 200 sessions will feature key industry leaders, brands and tech companies showing off their latest tech prowess and discussing things like how best to incorporate innovations like AI. and how data privacy changes will affect advertisers.

Here are some sessions to watch for marketers.

How tech giants and platforms aim to boost consumer confidence in 2021

As big tech comes under close scrutiny by the FTC for data privacy practices and the Department of Justice for antitrust violations, brands like Apple, Google, Facebook and Amazon face more than battles. legal – they are also fighting to maintain or regain the trust of their billions of users. On day three of CES 2021, January 13 at 8:20 a.m. ET, Google and Twitter privacy officers and the Amazon Trust director will discuss how they plan to do it. boost consumer confidence this year.

Marketing trends that accelerated during the pandemic

Although our daily lives have seemed very different over the past year, many of the marketing trends that exploded during the Covid-19 pandemic did not come out of nowhere. Rather than completely reversing trends, the Year of Forties and Social Distancing simply turned many existing trends into overdrive. On January 12 at 10:10 a.m. ET, Harris Poll CEO John Gerzema will use his company’s consumer surveys to anchor a conversation about these trends with marketing executives from brands such as Mastercard, Uber Eats, Bank of America and TIC Tac. (Speaking of platform superstar TikTok Addison Rae will also be at CES Tuesday, chatting with the brand’s global marketing manager, Nick Tran, about the ‘democratization’ of entertainment.)

How new technologies can create better marketing and reach new audiences

While the buzz around artificial intelligence and augmented reality isn’t exactly new, marketers are constantly finding new and innovative ways to leverage these emerging technologies to reach consumers in new ways. In a panel on Jan. 13 at 11:40 a.m.ET moderated by Megan Greenwell of Wired, top marketers from Delta and CVS will join IBM’s cognitive apps, blockchain, and ecosystems please to discuss the immersive technologies can help produce advertisements that are not only more effective, but also more socially aware and individualized.

In a related panel on Jan. 13 at 10:15 a.m.ET, Snap marketing directors and low-budget mobile carrier Visible will join a Medialink-sponsored conversation on how they’re harnessing new technology to reach the younger generations of consumers.



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