webThe international CES (Consumer Electrics Show) kicked-off in Las Vegas last week and kicked out some pretty intriguing innovations, ideas and solutions for marketers to ponder on this year.

In the marketing department, the focus was squarely how online businesses can adopt emerging technologies to position customers at the centre of multiple platforms and still deliver a personal service.

Let’s take a look at some of the most intriguing talking points to come from this year’s CES conference.

Distributing content

There has been a lot of focus on creating high quality content, but what use is content if it does not reach your customers. The talking points from the major corporations all deliver the same message:

You will have to invest in content distribution in order for it to be effective!

That’s not great news for small businesses on a tight budget. The good news however, is that corporations which do have marketing clout are making whispers they will start charging consumers paying for content.

Internet users do not pay for content! This gives small businesses a prime opportunity to steal corporate consumers by creating equally great content.

However, the mentality of internet users may change if social media networks do not deliver your content to your followers. Therefore, vary your content between editorial and advertorial.

Going Mobile

Mobile marketing is another area that is changing the face of online advertising. And wearable tech together with cross-communication of devices will change it again. It’s a fast-paced industry so if you don’t have the marketing budget, sit back and observe until the dust settles.
The beauty of mobile marketing is it gives marketers the opportunity to push personal messages to individual consumers. What mobile users want is to make an easy decision.

Both Google and Facebook provide platforms where personalisation is at a premium, but without the right tools, targeting personal messages is time-consuming and counter-productive.

There are several apps that allow marketers to approach customers using one-on-one technology. The trick for marketers is to figure out how you can personalise messages on a wider scale whilst remaining transparent. The answer lies in the information you give to consumers.

Consumers want information that is of value to them and helps them make a decision.

Real-time needs

Social networks and marketing laws are designed to prevent marketers reaching consumers that do not want to receive advertising. The focus is therefore shifting from outbound marketing and intrusive advertising to inbound marketing.

This means putting out content that will find consumers with real-time needs. Marketers have to think of ways of producing content that is relevant, offers value and is what the consumer needs.

The world of data-driven marketing is evolving at such a rapid pace, it is difficult for businesses to keep up. Furthermore, the developments are restricting the potential reach of small businesses that do not have access to a bulging marketing budget.
Therefore, small businesses have to find ways of connecting with consumers at a local level and on a personal scale. The Internet of All Things is no longer for all businesses. Thank Google and Facebook for that!