With 20,000 new products launched each year at the Consumer Electronics Show in Las Vegas, it is to be expected that marketing executives from all sorts of other industries are swarming to the giant convention.

The Consumer Electronics Association, the organization that produces CES, reports that 5,315 advertising and marketing professionals braved the massive crowds at the Las Vegas Convention Center last year to attend the show. That’s up 9 percent from 2013—and the number of CMOs grew by 11 percent to 447, from 402.

So many marketers are now attending CES that the organizers rolled out an all-new “official destination” called the C Space at the Aria to gather all of the “creative communicators, brand marketers, advertising agencies, digital publishers, and social networks.”

Why are so many marketers flocking to CES? Simple: brands who ignore the new products unveiled at the show risk finding themselves behind the curve when new technologies change how consumers interact with brands and receive messages.

On the agency side, CES provides “an opportunity to show clients they’ve got their finger on the pulse,” according to The Wall Street Journal.

Read More: Ad Age,The Wall Street Journal

Brief Take: With so many marketers flocking to the desert. brands who ignore CES risk being seen as behind the times.

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