Wake up with The Economist at CES 2018

9 CMOs and marketing executives sat down with The Economist’s Kenneth Cukier at CES 2018 to talk about what they think marketers need to ‘wake up’ to for the year ahead.

Incoming chief marketing officer at Pandora, Aimée Lapic, discusses using her new role to leverage Pandora’s high customer engagement and use of data to connect with listeners on the next phase of their messaging.

Facebook’s recent pivot to make its mission more about helping small businesses bring communities together has enthused Dan Levy, vice-president of small business, who elaborates on Mark Zuckerberg’s plans for Facebook Community Boost.

Finally, The Economist’s Kenneth Cukier hears from National Geographic’s chief marketing officer Jill Cress, who talks about how the media institution has used online to involve a community of almost a million aspiring photographers with its brand.

Pinterest’s Jon Kaplan was keen to talk about what the platform can do for brand marketers, whether in helping fashion brands be part of a consumer’s consideration set through machine learning, or making inferences from people’s pinning about life events they are preparing for.

For Bosch’s Kay Stepper, educating consumers and car dealers about self-driving cars is the order of the day. Stepper is vice-president of driver assistance and automated driving at Bosch’s automotive supply division and talks about the role Bosch is taking in setting consumer expectations about what different levels of autonomous driving actually do for them.

Adblocking is a concern for Mastercard’s chief marketer Raja Rajamannar, who talks about how digital devices in Asia are being sold pre-installed with adblocking software. To reach consumers, he argues, marketers have to accept that story-telling is dead.

Roxy Young, VP of Marketing for Reddit discusses marketing’s role in the mission to make Reddit a daily destination for more people.

Treasure Data’s chief marketing officer Rob Glickman warns marketers need to be wary of using data in an irresponsible way and going ‘too far’. He suggests in order for marketers to succeed in their changing roles they must be authentic, know exactly where their audiences are and find a way to break through the clutter.

Excerpts from this article first appeared on Campaign Magazine.

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