Sunshine Matters

In an effort to support its vision of establishing Florida as the No. 1 travel destination in the world, VISIT FLORIDA attended CES (the Consumer Electronics Show) for the first time. As the convergence of marketing and technology continues, Chief Marketing Officer, Will Seccombe, and I spent time learning and strategizing on how to connect with the consumer based on the future landscape presented at CES.

Some of the highlights of the conference were:

• Connected vehicles with heads up display – Vehicles will be connected to the internet just like all other mobile devices, and drivers will be able to communicate through a heads up display on the windshield. Drivers will be able to place calls, tweet, post messages, and obtain driving directions with voice commands given by the driver. Locations of interest will dynamically populate the heads up display with the latest offers and discounts. I wonder what laws will be generated from this technology.
• Smartphone Command Center – Apps for smartphones are teeming, but in the future, users will be able to control anything and everything from their smartphone. Users can already arm their security system while away, but the ability to control toys, home temperature and lighting remotely is now coming to fruition. If it’s connected, smartphones will be able to control it.
• Motion sensing technology – Motion sensing technology is currently used for video gaming purposes, but eventually, the swipe and drag features used on mobile devices will transition into the three dimensional space. Remotes to change channels and make viewing selections will be unnecessary. Everything will be controlled by body movements and voice recognition. Homes will be filled with a plethora of input and output devices to control anything and everything.
• 3D Technology – It’s here and here to stay. 3D technology took up a significant amount of space on the tradeshow floor for good reason. It’s amazing. One 3D television was 84 inches. At some point, entire walls will become the viewing space in homes. I don’t think I look very good in those black glasses, but it sure is worth the experience.

These are just a few of the highlights of the conference, but based on what we saw, consumers want access to information no matter where they are. They then want to act on that information and communicate and control anything and everything with convenience. In order to accomplish this, everything has to be connected. As the world becomes more and more connected through mobile devices and technology, marketers and technologists must figure out how to get their content into those channels and communicate where the consumer is at any point in time.

While CES is all about electronics, two other shows that are inspiring future marketing initiatives are the advertising festivals Cannes Lions and SWSW (South by Southwest Interactive) . Cannes Lions is the leader in creative festivals and is where the world’s top creative professionals come to debate, learn and be inspired. South by Southwest Interactive is another must-attend show for those wanting to lead the competition in the digital and social media age.

Anyone willing to invest in this combination of shows will undoubtedly place themselves in a strategic leadership position amongst their marketing peers.