News is flowing fast and furious out of CES 2013 in Las Vegas this week, mostly an avalanche of product announcements such as Panasonic’s bone-conduction headphones (they transmit sound waves through your skull) and an electronic fork that vibrates to let you know that you’re eating too quickly. Fascinating stuff, but we found two stories that stood out as probably more useful for online marketers.
Marketing lessons from Obama’s campaign: Experts on “The Future of Enhanced Advertising” panel praised advanced audience-targeting techniques used by Obama’s campaign team, says AdWeek. One tactic combined social and digital data with information taken from set-top boxes to identify TV viewers who were likely to vote for Obama---but not likely to vote---and then bombard them with ads. (In previous posts, we’ve covered how Obama’s team targeted potential supporters with smartly deployed mobile ads and the Big-Data-busting Genome from Yahoo! audience-buying solution.)
Most technology marketing just doesn’t get women: Women lead the way in household purchasing decisions, but tech marketers don’t know how to connect with them, said marketeering execs on a panel titled “Women and Technology.” Panelists agreed that tech marketers should emphasize the benefits of a new product or service, not their tech specs, reports AdAge.
Women are quicker to adopt technologies that will help them get things done, said panelists, who expect that women will lead a retail revolution driven by the convenience of mobile devices. (Yahoo! found that moms around the world use digital technology to help strengthen family relationships in a comprehensive study conducted last year.)