Marketers around the world following the Consumer Electronics Show this year might have been wondering whether to double down in their dealings with Google or Amazon. But any product manufacturer that is focused on its long-term relevance needs to be praying Samsung's approach is the one that wins out in the end. The press coverage coming out of CES 2018 this month made it seem like Google and Amazon were all that mattered at the show.
Every year, marketers are inundated with trend reports about the Consumer Electronics Show. Most of these reports have nothing to do with consumers, electronics, or the annual Las Vegas show; instead, they promote the topics that most excite the pundit. This report deconstructs the typical ones. It might be the only truly honest one you'll read, written by someone who has attended CES and written these kinds of reports for more than a decade.
A chief creative officer whom I met several years ago, lamenting how much work was farmed out to her agency group's centralized production studio, worried that within a few years she wouldn't be needed. "Your job is the safest," I told her, because the one thing the clients wanted was the head of creative pitching them big ideas. Everyone else on her team had more cause for alarm, I said, because the clients didn't care who did the work.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".