Jean
Foster
Senior Vice President, Marketing and Communications at Consumer Technology Association
"Marketing in Tech: Leading Through Digital Transformation"
"Marketing in Tech: Leading Through Digital Transformation"
08 - 4:50 PM EDT/New York (See in local time)
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05//2025 4:50 PM
05//2025 05:10 PM
America/New_York
#WTGC2025
"Marketing in Tech: Leading Through Digital Transformation"
#WTGC2025
"Marketing in Tech: Leading Through Digital Transformation"
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"Marketing in Tech: Leading Through Digital Transformation"
"Marketing in Tech: Leading Through Digital Transformation"
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Session: Marketing in Tech: Leading Through Digital Transformation
Technology has the power to change people’s lives for the better and create a healthier, more sustainable and more accessible world for millions. At the same time, growing skepticism around big tech is driving a renewed push for regulation that could stifle innovation. In this environment, it’s critical that technology leaders advance a clear “tech for good” narrative and effectively communicate the value of tech innovation to a broad audience. With better communication comes understanding, and understanding creates a freer marketplace ripe for innovation.COVID forced the acceleration of digital transformation for many businesses, including CES, the world’s leading technology event. Those who have adapted have thrived. Others are falling behind. For more than 50 years, CES – the world’s most influential tech event – has provided a platform for tech innovators to showcase technologies that are transforming lives and livelihoods. With the onset of COVID, we had to quickly transform from one of the biggest industry events in Las Vegas to a multimedia, global broadcast event. Successfully guiding audiences and stakeholders through that transformation was critical. By effectively communicating and being adaptable, digital transformation created a path to success.
Transitioning CES offers important lessons learned for digital transformation. Digital outreach is a part of today’s new normal and being able to effectively communicate this way will be vital for innovators in the coming years.
For more than 50 years, CES – the world’s most influential tech event – has provided a platform for tech innovators to showcase technologies that are transforming lives and livelihoods. From electric vehicles and energy-efficient home appliances to artificial/virtual reality and telehealth, CES allows big companies and startups alike to effectively engage industry leaders, buyers, media and other key audiences as they tell their stories. CES gives tech innovators access to a global platform that drives growth and engagement, and the most successful companies effectively harness marketing and communications strategies that amplify their impact well beyond the show.
With CES going all-digital in 2021 and the digital component of the show attracting tens of thousands of visitors in 2022, the show also offers important lessons learned for digital transformation and hybrid marketing strategies. Digital outreach is a part of today’s new normal, and being able to effectively communicate this way will be vital for innovators in the coming years. Communication is consistently changing but CES and innovators will evolve alongside it.
Key Takeaways
- Technology impacts virtually every aspect of modern life, and effective leaders must understand the technology innovations that will change their business and their lives.
- Leaders must understand how to communicate those benefits and importance to a wider audience.
- With over-regulation of the tech industry a growing concern, tech companies and leaders need to effectively leverage marketing and communications tools to tell their stories.
- As companies transition their business digitally, tech industry innovators must learn how to effectively convey their message through the various available platforms.
Bio
Jean Foster is a marketing executive in the tech industry with a track record of transforming organizations and building brands. Her experience covers global brands, small-cap, startup, and not-for-profit organizations. She drove the transformation of CES 2020 to an all-digital broadcast event.She is SVP, Marketing and Communications for the Consumer Technology Association (CTA)®, North America’s largest technology trade association which owns and produces CES® –The Global Stage for Innovation. Foster is driving the digital transformation of CTA’s business including the creation of the first all-digital CES.
