Good morning: Will viewers be willing to use their TVs the same way they use their phones?
Plus the switch from short-term campaigns to longer-term journey enablement.
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Good morning, Marketers, have you been following CES?
The MarTech beat is a little more backend, but I’m also obsessed with customer behavior and media consumption. Successful marketers are as well. It’s all included in our MarTech mission to report on and clarify the intersection of marketing and technology.
So, I’m wondering about the news Samsung released on its new Smart TVs, specifically about the new Smart Hub on the screens (scroll down) that includes an “NFT Platform.”
Do viewers want to check their digital artwork during a timeout when they’re watching a bowl game? Can’t they just do that on their phones? The other parts of the Smart Hub for gaming and video chatting while watching shows make more sense, and are centered around traditional uses for the big screen.
But I wonder how much mobile behavior will translate to TVs. As marketers, why not just direct the viewer cross-channel to their phone with an almighty QR code?
Quote of the day: “We moved from campaign creation to journey enablement, and what that means is something long-term and sustainable. Campaigns are like the fountains at the Bellagio: A lot of effort to go up, you’re up for five seconds, then you go down.” Teresa Barreira, SVP, Global Chief Marketing and Communications Office, Publicis Sapient
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