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CES 2015: Nearing constant connectivity, mobile shows us the way to behave

Today, we live in a world where mobility has taken over, and CES showcased how constant connectivity will affect people. Given the onslaught of connected devices hitting the market, marketers need to take their learnings from mobile disruption and apply them to a whole new ecosystem.

It may have been hard to fathom a few years ago, but now we live in a time where mobile engages more consumers than televisions. Now, brands understand that the true value of mobile is not limited to reach or limited by a smaller screen. The crux is the contextual relevance enabled by the location data that mobile devices provide. This location data gives us the understanding of who people are by drawing insights from the places a person has been and where they are to influence where they are going. Using mobile insights and technology, not only can we reach audiences in the moments that matter, but location also allows us to measure impact of those efforts, bringing the power of online analytics to the offline world. The power of location is becoming better understood by brands in mobile, and CES has given us a glimpse of our potential future of connected devices and cars.

Today, we rely on mobile devices to enable convenience, usefulness and relevance. Tomorrow, that will come all kinds of connected devices. As CES, we’ve seen “smart” devices, connecting everything from wearable technology to home appliances to driverless cars to the internet. GE even combined two hot trends by showcasing a top of the line smart refrigerator where you can integrate accessories that 3-D print.

One of the more exciting categories for innovation was automotive. Hyundai and Audi developed smartwatch apps that enable drivers to start their engine and locate their car, all through their wristwatch. BMW are adding SIM cards to 90% of new car models by the year 2020.

Soon your vehicle registrations could become the equivalent to your mobile device ID or computer IP address. The demographic information included enables marketers identify owners and ensure the most targeted, relevant marketing through the cars systems. The day is near when our cars drive us to work and we sit back to catch up on the global news from the passenger seat. And, our refrigerator sends a voice notification through the car stereo system that reminds us that we’re almost out of milk and the eggs are rotten, using the navigation system to locate the nearest grocery en route to our destination.

As we’ve seen in mobile, consumers now expect and rely the information and convenience of constant connectivity. Now, over three-quarters of UK consumers report that they find mobile advertising more useful and informative than a year ago. In only a few short years, mobile has taught marketers and consumers that advertising is creating moments of relevance that people want. Now that we’re on the precipice of constant connectedness, marketers have the opportunity to add value to their customers’ lives.

Whether it’s the small screen permanently in our pocket, a driverless car, a connected fridge or a new smartwatch, connectivity enables brands to engage consumers in a privacy compliant manner that benefits both parties. This move to mobility today has given us a taste of the opportunities for brands in the future to be useful and relevant, seamlessly integrated into how people live today.

As new technologies and screens come to market, as an industry we must take the learnings from mobile and apply them to new connected ecosystems. Brands that improve the user experience in the new connected ecosystem will reap the benefits.

Dipanshu “D” Sharma is CEO and Founder of xAd.

Yesterday (9 January), analysis from Hotwire revealed the top brands and trends at CES 2015 among social media users, including 4K TVs, Sony, Audi and Wearables.

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