A Match Made Online: CES and Marketing - Michael Kassan

I wouldnamp8217t blame last yearamp8217s CES attendees if their most vivid memory of the show was Lady Gaga appearing at the Polaroid booth to announce she was the companyamp8217s new amp8220creative directoramp8221Some things are just too loud to ignoreTechnology and marketing are now intertwined so completely that immersing oneself in the worldamp8217s largest gadget conference is no longer just an interesting side trip for a marketer itamp8217s a competitive necessity Even for GagaSo hundreds of marketers came to increase their digital literacy and get a jump on their competition They knew the importance of understanding the hardware on which their ads are viewed and the capabilities those platformsamp8212current and emergingamp8212allowAnd just as importantly they were there to bring back knowledge to ensure that what they learned in Vegas didnamp8217t stay in Vegas but was seeded throughout their companies Ad Ageamp8217s Michael Learmonth justifiably observed last year that amp8220there really is no such thing as a nontech brandamp8221 anymoreIn short it was business not pleasure that brought marketers to Sin Cityamp8212and why they came in force We called it amp8220The CES Effectamp8221 and in 2012 that impact is going to be even bigger better and more powerfulOur MediaLink CES party which began as an intimate affair for panelists at our sessions will probably tickle 1000 attendees this year many of them from corporate marketing departments and agencies Thatamp8217s five times more than the total number of exhibitors the conference attracted at the very first CES in June of 1967In fact Iamp8217d argue that CES has joined the Cannes International Festival of Creativity itamp8217s outgrown the amp8220Advertisingamp8221 part the ANA Management Conference and the 4Aamp8217s Media and Management Conference as mustattend annual industry events for marketers agencies and content creatorsCES has become important enough in fact for the Consumer Electronics Association to craft an entire program just for marketers and MediaLink is proud to be the CEAamp8217s partner on this initiativeItamp8217s called The CMO Club and it is designed to help marketers navigate the CES experience maximize their productivity at the event and connect them with the companies technologies and people that create and inspire competitive advantageThrough the Club marketing executives will gain advanced access to the floor to brief relevant companies on their areas of interest Weamp8217re preparing customcurated tours of the CES floor specifically geared to each marketeramp8217s interest and led by subject matter experts such as advertising and technology consultant blogger and journalist Shelly Palmer and digital gurus David Polinchok and Shahid KhanThe CEA realizes that marketers are now a key part of their constituency And tech executives just like agency leaders in Cannes realize that their annual conference is a perfect environment for doing business and making deals So expect the CES Effect to multiply exponentially this JanuaryNo one can promise you a Lady Gaga moment But real business value will be available in quantityMichael E Kassan is Chairman and CEO of MediaLink LLC a leading Los Angeles and New York Citybased advisory and business development firm that provides critical counsel and direction on issues of marketing advertising media entertainment and digital technology Michael can be reached at michaelmedialinkllccomRead all Michael39s MediaBizBloggers commentaries at Media LinkedCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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A Match Made Online: CES and Marketing - Michael Kassan

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