B2B Beat: 12 Revealing Marketing Quotes from CES

January 8, 2017

The 2017 edition of the Consumer Electronics Show, which concluded today in Las Vegas, featured boatloads of new technologies, driverless cars full of new technologies. Many of these advances, particularly Artificial Intelligence, Augmented Reality, and Virtual Reality, have great appeal to marketers.

AI, AR, and VR are poised to be transformative technologies for marketers — if not right this minute. For the most part, aside from some tentative and necessary experimentation, marketers remain focused on what can help them immediately.

This cross section of 12 quotes from the CES sessions indicates that marketers, for now, will pay more attention to more familiar acronyms, such as CM (content marketing); DDM (data-driven marketing); and CX (customer experience) than to AI, AR, and VR:

“There's no shortage of content online. There is a shortage of great content.” — Jim Lanzone, CEO, CBS Interactive

Content is king and will remain king. — Amy Powell, President, Paramount Television and Digital Entertainment

“You watch so much content. Everyone wants your time. It’s a war for time.” — Rich Greenfield, Media & Tech Analyst, BTIG

“Relevance is one of the key marketing words of our time.” — Rob Norman, Chief Digital Officer, GroupM

No one likes irrelevance. People like ads if they’re relevant, and data fuels relevance. — Peter Naylor, SVP Advertising Sales, Hulu

“There is already great interest in the next generation of augmented reality. Pokemon Go was great advertising for AR.” — Steven Rosenblatt, President, Foursquare

“If you don’t experiment (with a platform), you won’t get friendly with it or get your hands dirty and figure out how to use it. You have to be OK with failing.” — Powell

If the platform is not at scale, it’s hard to justify the investment to make the content.  — Ben Silverman, co-CEO and Chairman, Propagate

“We don’t try to predict the future. We try to be relentless followers of our users, our listeners.” — Owen Grover, EVP, General Manager, Content Development and Distribution, iHeartMedia

“Content is about relationships. You’re not going to build a relationship with a single piece of content. We’re not trying to go a thousand first dates.” — Lindsay Nelson, Global Head of Brand Marketing & Strategy, Vox Media

“We're all at CES to be on the leading edge, but the leading edge misses the mass.” — Gayle Troberman, CMO, iHeartMedia

In pursuit of diversity of thought and experience, we have quintupled diversity in the classic sense of black, white, Asian. — Aki Spicer, Chief Digital Officer, TBWA\Chiat\Day NY

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