Ability to wonder: The ability of people to be surprised by something new, learn from it and adapt to a changing environment.
Thanks to technological advances, this ability continues in the field of marketing, especially since we are immersed in a race that seems to have no end (fortunately for applied creativity, both in products and in marketing communication activities that allow us to reach more effectively to our audiences).
Proof of this is what appears each time the Consumer Electronics Show (CES) which is the most influential technological event worldwide, where the latest in cutting-edge technology and innovation is shown and where the most important international brands carry out business and contact new partners, especially in the field of consumer technology , content and technology delivery systems.
Many different categories are present at the event: augmented, virtual and experience reality, artificial intelligence, computing, digital health, education, entertainment and content, family and lifestyle, e-sportsmarketing and advertising, sports technology and hardware home entertainment, among others.
It is an event for doing business, to show technological advances and their benefits in the market, but above all, an indicator of trends that can be used at the marketing level and that ultimately show the path of trends that we must keep in mind. look at it, both as companies, brands, media or agencies.
This vision of the future is focusing on issues that have already been touched on in recent months and that are consolidating more strongly. Such is the case of content directed at metaverse and the use of Artificial Intelligence (AI), such as the popularity of the ChatGPT, the artificial intelligence system trained to respond to anything you ask and to do many things you ask, trained to hold conversations with anyone; or the case of midjourneywhich was the tool they recently used to create a campaign with Artificial Intelligence for the Martini liquor, where they used keywords such as: botanicals, floral, petals, flowers, Artemisia and Roman chamomile to generate images of nine cocktails made with Martini, including the Martini Non Alcoholic Vibrant & Tonic, the American Martini and the Negroni Sbagliato. These creative executions will be used on social and digital platforms in markets around the world.
What else can you take advantage of in future marketing thanks to what was shown at CES?
It is confirmed that the most important trends in the brand/consumer/user market are:
Increased use of marketing within a more segmented ecosystem of platforms
All consumer technology now has the potential to become a marketing platform.
The AI Knowledge Revolution
Smarter devices for more personalized advertising
A more regulated technology and with greater privacy in data use
Marketing must give greater importance to linking the 3 C’s: Content, Commerce and
Community to effectively serve consumers and drive brand efforts.
Important brands are already working on it and showing it in important advances of their products. Some examples:
sony and his Project Leonardowhich is a customizable accessibility control kit that you designed to playstation 5with the aim of continuing to open the gaming and video games to everyone and thus help many gamers with disabilities to play more easily and comfortably for longer.
L’Oreal with the introduction of HAPTA, its portable makeup applicator designed for people with limited mobility of hands and arms, which offers them the possibility of painting the lips in a stable way; Y L’Oreal Brow Magican electronic eyebrow makeup applicator for home use that provides users with a looks eyebrows in seconds, developed in collaboration with the technology company drinker, a pioneer in non-permanent printed tattoos. Thanks to Modiface AR technology, this device scans the user’s face and makes recommendations for microblading or filler effects for the eyebrows.
Hopefully we never lose that faculty of wonder as human beings and as marketers and advertisers, because when it does happen, we’ll stop looking forward with excitement and we might believe that everything has already been invented.
As I was saying, there is a lot to do.