Marketers should focus on customer needs not tech hype

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 14, 2019, 3:27 PM UTC

Much of the tech at the Consumer Electronics Show isn’t relevant yet.

CES 2019 in Las Vegas earlier in this month got marketers talking about the impact of robotics, voice, AI, the Internet of Things and a range of other tech developments.

But this take from research and advisory firm Forrester reminds brands to focus on how the technology will meet consumer needs. It argues that much of what was on show either doesn’t have clear use case or won’t change consumer experiences for some time.

Robotics, for example, is a long way from interacting with customers, although their impact in operations is growing, while AR and AI enabled retail innovations are failing to take off due to low consumer demand and privacy issues.

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[7 minute read]