Pancakes, Progress, Pioneers & Primaries: (Four Ps #228)
Our Last Family Tradition, CES, an Old Friend & an Old Enemy
Prioritizing is supposed to make time management easier, not more stressful. When I made the switch from writing a weekly column to publishing the Four Ps every other week back in 2021, the goal was to spend more time thinking, organizing thoughts, and filtering to share only the best of what's circulating in my brain.
But time is a funny thing, and the last two weeks have felt like an entire month: my first adult encounter with influenza, navigating the CES crowds in Las Vegas, my beloved college football team finally winning another National Championship (Go Blue!), grappling with a relentless FOMO from business and tech news, and immersing in the football playoffs. And sandwiched in between were meetings with dozens of partners and prospects, as well as preparing pitches, presentations, and project launches for brands using Kazm’s gamified loyalty platform.
Choosing only four topics when there are 15+ things I want to share is not a simple task. While LinkedIn serves as a daily outlet for my semi-structured, somewhat coherent musings, it's insufficient. So I’ll begin at the beginning… with breakfast.
THE PERSONAL: Prioritizing Pancakes
Every week for the last 12 years, provided we're home and healthy, Sunday mornings transform into Pancake Sundays in the Wurst household. No matter the chaos outside our doors—be it work, schoolwork, activities, or societal happenings—it's this familiar foundation that resets everything. It's a reminder of our home base. This consistency is our lifeline of connection.
The tradition stems from Pancake Sundays at my childhood sleepaway camp. It's been a part of me ever since. When my children were old enough for solid foods, I embraced this ritual, hoping they'd associate it with me. Now, as they've grown and their sleep schedules have shifted, I sometimes prepare pancakes with them. Other times, I have a batch ready for when they awaken. To spice it up, I experiment with different fruits, add M&M's or chocolate chips, and occasionally serve it with sausage or bacon on the side.
I was just away for a week, but Pancake Sundays bookended my time apart. And I actually think even my increasingly cynical kids look forward to it. They need it. In an era dominated by social media, distractions, and external influences, such traditions hold even greater significance. Digital connections often supersede face-to-face interactions, so these moments of shared experience become priceless. They act as an anchor, grounding us in the midst of virtual chaos. For our family, Pancake Sundays are not just about enjoying a meal together; they're a deliberate step away from the screens and notifications that fragment our attention and time.
For newer families, or readers just having kids: Create your traditions and stay consistent. They are sanctuary, a time to reconnect, reflect, and nurture the familial bond, untouched by the frenetic pace of the outside world. It's a weekly reminder of what's truly important—each other. This might be the last consistent activity we do as a family, and I cherish it deeply.
THE PROFESSIONAL: CES, WE CAN!
Nearly a week later, the annual Consumer Electronics Show in Las Vegas is still top of mind. That may be because I'm still following up with many of the people I met there, but also because the content and conversation at the convention was considerably cogent.
I first made my CES debut in 2001, on behalf of an Olympus client campaign. I remember it being overwhelming even then, spread out over an entire convention center. Over two decades later, everything about it is bigger, including its importance in the marketing industry. This event, which draws anywhere from 125-150K attendees, does not count those who fly in and out and never see the show floor (myself included).
Despite the challenges posed by the pandemic, attendance figures are on the rise, with the latest event expecting 130,000 participants. This surge reflects the unique value CES offers to marketers: it's an annual agenda-setter, a melting pot of industry leaders, and a platform for observing emerging trends. The convergence of diverse professionals—from tech giants to agency representatives—in one location creates an unmatched opportunity for networking, collaboration, and gaining insights. This rich environment is beneficial for setting strategic directions for the year ahead and keeping abreast of the competitive landscape.
IRL Connections: I wrote about this on LinkedIn, but the value of in-person interactions was a standout theme, emphasizing the importance of genuine connections and impactful announcements for effective marketing in an age dominated by digital and social media.
AI Hype AND Hope: AI's prominent role at CES raises a critical question for marketers: whether AI integration in products is a true enhancement or just a marketing gimmick. Timekettle = awesome. Rabbit R1 = pass. Holobox… unclear. This trend urges marketers to evaluate the authentic value AI brings to their strategies while being mindful of the hype.
Creator Partnerships: Significant emphasis was placed on the collaboration between creators, brands, and platforms. This trend underscores the importance of innovative monetization strategies and content distribution partnerships in marketing.
Autonomous Tech: The rise in robotics and autonomous technologies, from self-driving vehicles to smart appliances, signals new opportunities for marketers to explore innovative advertising and engagement strategies.
Tech For Good: There were so many conversations about purpose, impact, DEI, personal well-being... and it's no surprise. With a focus on ethics, well-being, and equity, marketers are reminded of the importance of maintaining a human-centric approach in campaigns and strategies.
Virtual Non-Reality: While headsets, metaverse, blockchain, and spatial computing were less topical this year, it's coming. No, I didn't hear or see the words 'Roblox' or 'Fortnite' mentioned anywhere all week, which suggests marketers are not focused on it. But gaming overall is a massive theme and trend, and we should all be preparing for its impact on immersive and interactive marketing experiences.
No More Cookies: Finding new ways to get users to share data isn’t complex. But it may be complicated.
The multifaceted nature of CES makes it more than just a tech showcase; it's a prelude to the pivotal upfront season in media and advertising. Major companies utilize CES to preview their yearly themes and advertising innovations. This aspect of CES allows marketing executives to anticipate and plan for upcoming trends and opportunities in media and advertising. So far, the one NON-takeaway from CES was COVID, which is good news, but I would have liked to see more masks around town. Oh well.
No matter what, it was great to see so many old friends and contacts, despite some scaling back in attendance post-pandemic. This adaptability and sustained interest underscore CES's critical role in shaping marketing strategies and reinforcing its standing as an essential event for marketing professionals. And it was a good warmup for Sin City hosting the Super Bowl in a few weeks. Not me... I'll see you in 2025, Las Vegas.
THE PRACTICAL: What's With Web3 in 2024?
Walking through the Aria casino last week, an old friend hugged me from behind. (Alex, you're lucky I didn't punch you in the face, as that's my immediate reaction to being sneak-attack touched.) But we had a good, long chat amongst the chimes of slot machines and the stank of cigarette smoke. Alex runs the global innovation team at a large CPG holding co.
"Matt, why don't you talk about Web3 anymore? Don't you believe it's actually more relevant than ever?"
My answer: Of course. However, discussing it and integrating it are two distinct matters. And many of the conversations I had this past week were about how brands can be better Web3-enabled, even if no longer looking to be Web3-led. The technology is making this happen, a thrilling new chapter in digital innovation that's redefining how we interact with one another.
Forget the gold rush of crypto and the digital art frenzy. Imagine a world where every product and service is orchestrated by blockchain technology, the blueprint of our digital future. For savvy marketers, this is a game-changer. In the past three years, we've seen the convergence of three tech titans:
Crypto: The decentralized powerhouse transforming value transactions. Crypto is actually more valuable and powerful than ever.
Web3: It's crypto's cousin, but with a flair for goods and services. Tokenization. But more effective behind the scenes, at least for now.
Virtual Worlds: Fueled by AR/VR, social gaming, and AI, these realms are the new bazaars of the digital age.
These forces are not isolated phenomena. They are becoming a dynamic ecosystem where businesses and consumers connect in ways we never imagined. Some jumped in, learned, and led. Others learned while getting burned. But we know the way forward now. And it's time for brands to plunge back into the Web3 ocean.
It starts with Web3-enabled loyalty. Now, say goodbye to old-school points. Gamification as a Service is here. The technology and strategies are now ready. The best loyalty programs will not jump right to Web3-led. They can't. But building beyond Web2, IRL, and other consumer touchpoints to transition in Web3 features is key - and it will morph loyalty into transferable, programmable, and authentic experiences. Visa just jumped all-in… who will be next?
Connecting and gamifying loyalty through incentivized actions across live experiences (retail, events, even ecommerce), Web2 (social, influencers, communities), and Web3 creates a treasure trove of first-party data. This is the next step beyond cookie deprecation, people. With brands dipping their toes in blockchain activities, a rich layer of data linked to digital wallets is emerging. This opens up uncharted territories in targeted marketing, audience segmentation, and deeper customer insights.
As we gear up for 2024, remember, Web3 isn't a transformation; it's a cultural transition. It calls for updating the marketing playbook, not throwing the old one out. It must be considerate of digital ownership, community-focused strategies, and immersive experiences. For marketers ready to pivot, adapt, and lead, Web3 represents not just an opportunity but the next frontier. 🌐🚀🔥
THE POLITICAL: Problematic Presidential Primaries
We're on the cusp of a pivotal moment in American politics as the first major Presidential primary of the season looms. The stakes? Well, they're sky-high, especially with former President Donald Trump in the mix. His potential win in the New Hampshire primary could seal his nomination, triggering echoes of 2016 but with a twist, this time he's a known quantity with a dangerous track record.
Trump's presidency left a divisive legacy, marked by policies and events that continue to stir debate. His role in the “Stop the Steal” rally and the subsequent Capitol riots on January 6, 2021, is one of the darkest post-presidential legacies in history. He is a delusional charlatan who spent the past three years railing against the “rigged election,” a claim that 70% of Americans reject. Despite facing multiple legal challenges and opting out of Republican primary debates, Trump's base remains robust, drawn to his unorthodox approach and fiery rhetoric.
Yet, as the GOP contenders focus on policy over character critique, a Trump victory in New Hampshire could signal an unsettling truth: his past actions might not be deterrent enough for his supporters. If elected before the trials come to a conclusion, we will face a constitutional crisis the likes of nothing we've seen in over 150 years.
On the Democratic side, President Biden faces his own set of challenges. Dissatisfaction with his policies has surfaced, causing rifts within his base. Some party leaders, as well as younger, more socially conscious influencers, are voicing concerns over the repercussions of weakening Democratic unity, including a potential rollback of key policies on women’s rights and gun control. Biden’s stance on Israel and border policies further complicates the picture, with potential impacts on critical voter demographics.
It's crazy to think this, but there is greater strength in Trump's base than in anything Biden currently holds. The Democratic coalition that helped elect Biden, comprising young people, people of color, and immigrants, is showing signs of fragmentation. While the fear of a Trump reelection might bring some dissidents back into the fold, underestimating the propensity of liberals to act against their own interests, as seen in past elections, is how Trump wins in November.
Despite these challenges, there's a sliver of optimism. If Republicans do nominate Trump, there’s a chance he could face defeat and subsequent legal repercussions. It's a reminder that in the tumultuous landscape of American politics, outcomes can be as unpredictable as they are consequential.
As we watch this primary unfold, it's not just about party strategies or candidate appeal. It's about understanding the pulse of the nation, the evolving priorities of voters, and the unpredictable nature of political tides. I'd say let's wait and see how this critical chapter in American democracy unfolds, but we can't afford to wait or stay silent.
