Every year, the world’s leading innovators, thinkers, and business leaders gather to see what’s to come in consumer tech at CES, an event by the Consumer Technology Association. And many life-changing innovations have been announced at past CES gatherings. For example, HDTV debuted at the 1998 CES, while smart appliances made their grand entrance at the 2011 CES.
Because so many of the innovations, inventions, and ideas that come out of CES become a huge part of our daily lives, it’s important to know how this technology is changing the way we act as consumers and how we market our businesses.
Here are some ways consumer technology has changed and will continue to change marketing along with some ideas for how you can adapt your marketing plan.
Optimizing Websites & Advertising for Smart Assistants & Voice Search
Smart assistants are a normal part of life for the majority of consumers nowadays. It’s estimated that nearly 50% of Americans have access to a smart assistant like Alexa or Google Home, and 20% of searches are now conducted via voice. And while smart assistants and voice search aren’t new technologies, the rate of adoption has grown over the last year and will continue to grow this year as these technologies move past early-adopter stage into the mainstream.
So, many businesses have started optimizing their websites and online marketing to accommodate the rise in smart assistants and voice search, and we anticipate that will only become more important as this technology becomes even more widely used and accepted. We talk about how to optimize your web content for voice search here.
Thanks to AI, Providing a Customized Experience is More Important than Ever
Artificial Intelligence, or AI, was the star of the show at CES this year, so it’s natural to assume business owners and marketers should brace themselves for ways in which this technology will impact consumer behavior and learn how to use this technology to their advantage. AI powers a lot of consumer technology, like voice assistants, and even self-driving cars, consumers typically experience AI in a way that makes them the focus. Thanks to AI-powered experiences like personalized Spotify playlists or recommended products on Amazon, consumers now expect a customized experience no matter where they go or what they are doing. This gives businesses an opportunity to tailor their marketing even more for their customers, and the businesses that provide a customized experience first will have the cutting edge.
Before you can figure out how the latest and greatest consumer technology fits into your industry, you need to do two things. First, you need to fully and completely understand who your target audience is. Second, you also need to get to know your customers and how they think and act. We put together some questions to help you identify your target audience here. It’s also important to start thinking about how your business can start leveraging business systems that are adopting AI into their approach. Your business can already benefit from software and services that use AI to provide a customized experience – so it’s time to start looking at the tools you’re using to run (and even market) your business and see if your tools are giving you the cutting edge against competitors, or if they’re holding you back.
Another big thing highlighted at CES was 5G and what that’s going to look like in the next year. With 5G, it’s estimated that consumers will be able to load websites, stream TV, and download files up to 10 times faster than 4G, and companies are already talking about launching 5G smartphones this year, which just goes to show that consumers want access to information, entertainment, and businesses quickly.
As a business owner, that means you need to take things like speed into consideration: your site loading time, following up with consumers, and providing information right when customers need it.
Blending the Tried-and-True with the Up-and-Coming
While consumer technology is constantly evolving, it’s important for businesses to stay focused on what’s working to market their business. While there’s always value in adapting to new technologies and trying new marketing tactics, abandoning the tried-and-true for the newest tech can be a costly mistake.
Businesses are successful in growing their business when they have a solid marketing strategy built with tactics that are proven to work and then adding in newer, complementary trends and technologies to take their marketing to the next level. That’s just one reason why we suggest a multi-channel marketing approach to help businesses reach customers no matter where they’re spending time on or offline. Then it’s a matter of making sure that the way you’re approaching these things is working smarter for you.
Staying on Top of the Latest in Consumer Technology while Running Your Business
There’s a lot to keep up with when it comes to marketing while you focus on running your business. A marketing partner (like LOCALiQ!) can help you stay up-to-date on the latest in consumer technology while developing and implementing a strategy that works for your unique business and goals. Give us a call today to learn more.