Skip to main content

Shifting Away from Legacy Marketing at CES


According to Reuters, Hollywood Studios are cutting back on their investment at trade events -- such as the annual Consumer Electronics Show -- as studios seek cheaper or more effective ways to sell movies and television programs.

The shift has occurred as new alternative marketing strategies have displaced the old methods. Viral campaigns and digital marketing techniques, using videos and other rich media online, are creating the forward-looking momentum. Perhaps, more along the lines of the mystery-filled Web promos for the 2008 sci-fi movie Cloverfield.

"As part of our larger cost containment initiatives, we're curtailing travel unless it's really critical for business reasons and I'd imagine that fewer people are going to conferences," said one studio executive, referring to CES as well as the Sundance Film festival and the National Association of Television Program Executives conference in Las Vegas.

"Some of these shows have grown less relevant as programmers find different ways to market their material," said another interviewed executive from a different major studio.

Meanwhile, technology's role in advancing economic development in emerging markets, and predictions for the next big trends in technology, were the focus of day two at the 2009 International CES.

Intel Chairman Craig Barrett delivered a keynote, as part of the Technology and Emerging Countries Program (TEC) at CES. Barrett discussed a number of technology initiatives that are key in advancing economic development in emerging regions: access to inexpensive technology, network connectivity and content.

Following Barrett's address was the TEC panel, "Reaching the Promise of Universal Access to Technology: Creating the Global Tech Ecosystem," in which industry leaders discussed the importance of technological innovation as a catalyst for advancement in developing countries.

John Chambers, Cisco Systems CEO, delivered the closing TEC keynote address. He outlined five key pillars of strength for a country -- education; infrastructure; high-speed broadband to allow information to be shared; innovation and market transitions and a supportive government.

"The Great Rewrite: How Digitization and Changing Consumer Behaviors are Revising the Entertainment Industry's Script," featured a panel discussion on data from Deloitte's State of the Media Democracy Survey. They revealed results showing how consumers between the ages of 14 and 75 are interacting with media across five international markets.

Popular posts from this blog

Digital Talent Demand Exceeds Supply in Asia-Pac

Even the savviest CEO's desire for a digital transformation advantage has to face the global market reality -- there simply isn't enough skilled and experienced talent available to meet demand. According to the latest market study by IDC, around 60-80 percent of Asia-Pacific (AP) organizations find it "difficult" or "extremely difficult" to fill many IT roles -- including cybersecurity, software development, and data insight professionals. Major consequences of the skills shortage are increased workload on remaining digital business and IT employees, increased security risks, and loss of "hard-to-replace" critical transformation knowledge. Digital Business Talent Market Development Although big tech companies' layoffs are making headlines, they are not representative of the overall global marketplace. Ongoing difficulty to fill key practitioner vacancies is still among the top issues faced by leaders across industries. "Skills are difficul

Global Digital Business and IT Consulting Outlook

Across the globe, CEOs and their leadership teams continue to seek information and guidance about planned Digital Transformation initiatives and the most effective enterprise organization change management practices. Worldwide IT and Business Services revenue will grow from $1.13 trillion in 2022 to $1.2 trillion in 2023 -- that's a 5.7 percent year-over-year growth, according to the latest market study by International Data Corporation (IDC). The mid-term to long-term outlook for the market has also increased -- the five-year CAGR is forecast at 5.2 percent, compared to the previous 4.9 percent. Digital Sevices & Consulting Market Development IDC has raised the growth projection despite a weak economic outlook, because of vendor performances across 2022, growth indicators from adjacent markets, increased government funding, and inflation impacts. The actual 2022 market growth was 6.7 percent (in constant currency), which was 87 basis points higher than forecast last year, alth

Mobile Device Market Still Awaiting Recovery

The mobile devices market has experienced three years of unpredictable demand. The global pandemic, geopolitical pressures, supply chain issues, and macroeconomic headwinds have hindered the sector's consistent growth potential. This extremely challenging environment has dramatically affected both demand and supply chains. It has led to subsequent inflationary pressures, leading to a worsening global cost of living crisis suppressing growth and confidence in the sector. In tandem, mobile device industry stakeholders have become more cautious triggering market uncertainties. Mobile Device Market Development Operating under such a backdrop, the development of mobile device ecosystems and vendor landscapes have been impacted severely. Many of these market pressures persisted throughout 2022 and now into 2023, borne chiefly by the smartphone market. According to the latest worldwide market study by ABI Research, worldwide smartphone shipments in 2022 declined 9.6 percent Year-over-Year