Four CES Themes That Show What Every Savvy CMO Needs To Do Next -- Alchemy, Acceleration, Ambition and Advocacy

Through all the buzzy press releases and exciting unveilings four themes emerged that marketing leaders need to pay attention to ambition advocacy alchemy and acceleration In Part 1 of this series we looked at ambition and advocacy Now let39s turn our attention to the alchemy and accelerationAlchemyAlchemy is often used to describe that magical power or process of transmuting a common substance usually of little value into a substance of great value Technology can be seen as that modernday magic elixir that can transform mundane tasks like vacuuming your home into the gift of time thanks to your Roomba or RoborockWhen applied to business the CMO often must play the role of alchemist identifying lowperforming parts of the business and designing the right components of talent process data tech and creative to transform and elevate performanceAt CES we observed this transformation process through forwardthinking partnerships that propelled us into new multisensory realities like the immersive and at times disturbing Knock at the Cabin experience created by filmmaker M Night Shyamalan and CanonThe appearance of the legendary filmmaker was one of the biggest surprises of the show His highly apocalyptic thriller premieres in theaters on February 3As CMOs think about moving beyond products to experiences there are several lessons from this dark horror fictional experienceFirst think of your story arc as Shyamalan said in a Forbes article quotMy marketing brothers and sisters start telling the story first and then I finish the story in the movie theater And then in the best movies the story continues in your head after you leave the theater So this is one continuum and this immersive trailer is meant to be a deeper version of the setupquotSecondly marketing leaders need to create a quotweird injection of wowquot to delight and surprise customers How do you boldly try new storylines new creators new influencers and new tech to create more memorable experiences Here are a couple of ideas to think aboutAnother place where we see alchemy in action is in the automotive category at CES which in many ways has become the biggest auto show in the USDelegates marveled at the intersection of engineering design technology media and entertainment as commercial and concept EVs from the likes of MercedesBenz BMW Toyota and Ford showcased efforts to commercialize autonomous vehicles sustainability initiatives and incar entertainment innovationPerhaps the quintessential example of alchemy was BMW39s flashy concept car called i Vision Dee Dee stands for quotDigital Emotional Experiencequot featuring a colorchanging exterior Working with company E Ink BMW brings color story and audio together where the car can be transformed into 32 available hues controlled by a smartphone Dee the new voice assistant acts like an artificial reality botAnother example of great synergistic mashup was the merging of modern with retro during the unveiling of the allelectric 1969 Ford Bronco a custombuilt EV costing about 350000CMOs can take on the role of the ultimate alchemist with design data technology creative and pure imagination all within their arsenal The goal for 2023 will be to create alchemy through intention and serendipity by ensuring stronger collaboration across Csuite functions and a learning muscle that rewards risk failure and resilienceAccelerationWhen a new artificial intelligence AI launch causes one of the world39s dominant tech players Google to issue a quotcode redquot we know that the industry is facing a point of extreme disruptionThe code red pertains to the experimental chat bot called ChatGPT that made its debut November 30 2022 and garnered over 1 million users in a month CES provided the perfect backdrop to unleash the full might of AI and machine learning ML with a particular focus on generative AI including DALLE 2 generates imagesart on demand and ChatGPT generates smart answers on demandFor CMOs the upside opportunity is substantial advancements in AI and automation are making it increasingly possible to automate repetitive and timeconsuming tasks and workflows which should free up time to focus on more strategic marketing initiatives Importantly key tools are enhanced by AI capability from streamlining personalization to predictive analysis of trends in rapidly changing markets to ensuring that marketing remains privacy compliantData governance needs to sit on every CMO39s growth agenda and it was evident during CES that AI and ML will play the role of accelerator as increasingly more and more data will be collected and generated by brands That deluge of data will need to be curated carefully through policies that diligently protect the identity of customersAt CES there were hundreds of consumer products such as smartphones smart refrigerators thermostats fitness wearables and even smart toothbrushes that are all capable of generating information to make our lives easier by anticipating predicting and curating our needsWe saw some extreme and novel examples of data and connectivity at play From new technology examining the health of your urine Withing39s UScan to sleep masks tracking your REM sleep SomaSleep Mask to examining your heart health from the comfort of your home CONNEQT PulseCMOs need to identify the right type of Internet of Things ioTamp160 activations that will amplify unique brandcustomer connections for their business and map out how it could create a seismic shift in customer engagement at a manageable level of investmentAs the 115000 delegates headed back home from CES perhaps the most memorable innovations may not be the most technologically advanced but the weirdest and wackiestAs CMOs embrace 2023 and smartly navigate inflationary pressure supply chain and talent headwinds they can rely on some of these wackiest innovations showcased at CES to keep them energized and focused from the robotic fufuly pillow that breathes with you to putting your face on a 3D printed Power Ranger courtesy of HasbroNo matter which adventure CMOs choose the winning formula for success in 2023 will involve savvy ambition consequential advocacy ingenious alchemy rapid acceleration and above all a special brand of human optimismRead Part 1 of this article here Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Four CES Themes That Show What Every Savvy CMO Needs To Do Next -- Alchemy, Acceleration, Ambition and Advocacy

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Raquelle Zuzarte

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Four CES Themes That Show What Every Savvy CMO Needs To Do Next -- Alchemy, Acceleration, Ambition and Advocacy

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