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The 2016 Consumer Electronics Show kicks off in just a few weeks, and we marketers will get a glimpse of new technologies that will impact how we talk to our audiences.
Here are 5 trend territories to keep an eye on at this year’s expo:
1. Emotive robotics
Emotive robotics is based on systems and devices that can recognize, interpret, process, and simulate elements of human behavior. Last year, single function robots were hot items from the show, but with advancements in deep learning capabilities, we’re on the cusp of emotive robotics entering the home in 2016.
An example of an emotive robot is Jibo, praised as the first “family robot.” Jibo and other emotive robots could aggregate Internet of Things (IOT) sensors and serve as the central nervous system of the home.
For digital marketers, emotive robotics opens up new possibilities for delivering highly contextual content and could serve as an access point into IoT-based behavioral data. The key to the concept of emotive robotics is its ability to take a consumer’s emotional response into consideration, making consumer interactions with these devices more positive and personal.
2. Gesture-based interfaces
Wearables of all types were crowd pleasers at the 2015 CES, but to date most wearables have primarily served as passive data collection devices. This year, the progression of gesture-based interfaces is one to watch.
At CES 2015, Logbar’s Gesture control ring drew large crowds. The simplicity of Ring and its ability to interface with an IoT-powered smart home is one example of a gesture-based interface.
Gesture-based interfaces could provide a fun and engaging way for marketers to connect physical and digital worlds. Interfaces like Logbar’s Ring, could allow consumer electronics companies to create customizable experiences for their customers leveraging non-touch gesture-based motions. For example, a consumer could interact with their TV, stereo, or coffee machine without ever having to touch a device.
I’m looking forward to new gesture control prototypes at CES 2016 and uncovering the marketing potential for brands.
3. Flexible displays
Flexible displays have always held a certain sci-fi allure. Having a digital display that can be bent, rolled, and shaped into many different form factors has a lot of marketing appeal.
We’re beginning to see flexible displays integrated into the Samsung Galaxy Round and LG’s G Flex smartphones and we’ve seen various standalone prototypes over the years.
Thinking ahead, this type of display could revolutionize shopper marketing, as consumer brands could integrate flexible displays directly into clothing and other products, reducing consumer dependencies on mobile devices.
4. Virtual reality
On a recent earnings call, Facebook founder Mark Zuckerberg called Virtual Reality (VR) the next evolution of computing. We’ve seen experiential exploration of VR at past CES expos, and now we’re on the verge of VR hardware being readily available for early adopters.
Recently, there’s been acceleration around enabling 360 video — a form of VR — for the masses. For example, you can now see 360 mobile video in your mobile Facebook newsfeed, and Google’s cardboard camera app supports the capture of 360-degree video and sound.
Recent campaigns such as the New York Times Google Cardboard experiment and GoPro’s deep dive into 360 video are testing out new and compelling experiences for consumers. However, truly immersive VR experiences require higher-end headsets, which create a sense of total immersion.
For example, companies can co-create content to embed their products in immersive experiences that align with their brand. With the Olympics coming in 2016, we can expect brands to leverage virtual reality to let consumers immerse themselves in the event.
I’ll be looking for new flavors of Facebook’s Oculus experience from other VR suppliers. I’ll also be looking for systems such as Sixense’s STEM System, which provides motion controls, haptic feedback, and additional spatial awareness in VR to create a full-body controlled experience.
5. Holographic computing
Holographic computing, sometimes called mixed reality, is a form of augmented reality (AR) that lets users spatially interact with digital overlays (holograms) that appear in the world around them.
A recent forecast from Citi analysts highlighted the future of the VR/AR industry, and their view is that AR technologies will likely disrupt major digital markets. Many organizations are exploring mixed reality solutions. One that has garnered a lot of attention is Microsoft, with its Hololens. Hololens produces interactive holograms that augment the existing physical world. The potential application for brand marketers is incredibly exciting, as AR represents a blank canvas against the physical world, giving brands an opportunity to engage with consumers in their everyday environments like at work or in the home. For example, a company could leverage AR in the home by sponsoring a grocery list, which appears on a user’s fridge and offers product recommendations when they are running out of a grocery item.
What to take away from the show floor
The five areas I’ve highlighted here represent the progression I’m hoping to see at CES. Will they all be represented? I’m excited to find out. What marketers should be looking for on the show floor are connected devices that have the potential to drastically shift consumer behavior and the way consumers and brands interact. Shifts in entertainment greatly impact marketers, and as a result data, content, and channels will all have a new role to play. Gaining insight into the dynamic shifts in how consumers connect will be key in 2016. CES should shed light on what may be possible in the years ahead.
If you happen to spot any of these items on the expo floor, tweet a pic and tag it with #CESevolved.
Tom Edwards is Chief Digital Officer of Agency Business at Epsilon. He has worked in digital, mobile, and social media marketing for the past 15 years and was named an iMedia Agency Marketer of the Year finalist in 2014. Prior to Epsilon, he was EVP of digital strategy and innovation at The Marketing Arm. And prior to that, he was SVP of digital strategy and emerging technology at Red Urban, part of DDB Worldwide. He also served as CMO for cloud-based social solution provider INgage networks.
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