What the Consumer Electronics Show 2013 means for marketers

Sarah Shearman

As technology has transformed the relationship between brands and consumers, the Consumer Electronics Show (CES) in Las Vegas has become a major event for the marketing industry.

Following CES 2013, four executives from different parts of the communications industry shared their takeaway thoughts with Warc.

Saneel Radia, executive vice president, product innovation, Vivaki

I've returned from CES more optimistic than in recent years. Manufacturers seem to finally be listening to consumers. Tech creators weren't showing us the bigger, the faster or the sharper because they could. They seemed to want to inspire us. And it worked. Three trends emerged, and all are good news for consumers.

Useful gadgets

The show was crowded with gadgets intended to help people adjust their lifestyles, like Fitbit, which does everything from counting steps to visualizing sleep cycles, and the thermostat Nest. It will be interesting to see if this trend of technology as feedback loop eventually moves out of reporting or learning, and into augmentation. In other words, data is only a useful feedback loop if it changes behaviour. Right now, it's up to consumers to change.