- Forrester Councils
- Councils Overview
- log in
Posted by Sheryl Pattek on January 14, 2013
After spending opening day at CES, I couldn’t agree more with my colleague Sarah Rotman Epps in her blog post that CES matters more now than ever to every marketer, product strategist, and C-level executive in every industry. Across the CES floor, connected TVs, tablets of all sizes, and a new breed of “phablets,” combining the form factor of tablets and smartphones into one, confirmed the fact that we’ve left the PC-dominated world behind for a mobilized and connected home and work life where content and context will dominate.
What struck me while I walked the floor at CES was that Peppers and Rogers were actually way ahead of their time. Remember them, the ones who wrote The One to One Future way back in 1996, well before the digital age became a reality? Their vision continues to become a technology-powered reality. With CES showing an abundance of new ways to connect with mobilized customers, the ability to target, reach, and effectively communicate with customers one-to-one, customizing and personalizing messages and offers to their unique needs, is increasingly within the reach of the marketer.
Available channels to the customer exploded on the CES floor to include everything from connected TVs and other devices in the home to all types of mobile devices and ruggedly made tablets built for the enterprise and everything in between. All are connected and share content in the right context to the devices consumers or business customers want, when and where they want it — just like Peppers and Rogers dreamed would happen.
So what was it about CES 2013 that applies specifically to business-to-business (B2B) CMOs?
As I said at the beginning of this blog post, we are moving ever closer to delivering on the one-to-one vision outlined by Peppers and Rogers more than 17 years ago: connected, customized, and personalized one-to-one marketing in a mobilized way. Don’t be limited in how you think about the announcements coming out of CES. Use your creativity to engage with customers in new ways anywhere they happen to be. After all, in the age of the customer, your success may depend on it.
Were you at CES? If so, tell me what you thought. If not, I’d love to hear your comments and perspectives about this topic. Please reach out to me via email, on my blog, or on my Twitter account with your thoughts.