If you attended this year’s Consumer Electronics Show, there’s no way you missed the prevalence of marketers and consultants like Michael Kassan and Wenda Harris Millard. They seem to be everywhere — and their presence only expands as the event has grown.

Marketers, who used to come to the conference like deer in headlights, are now more engaged and eagerly captivated. It’s the tech companies who are shying away from the event. Of the 170,000 attendees and 3,600 exhibitors, some of the world’s biggest tech companies like Microsoft, Google, Amazon, and Apple stayed home.

“It’s not looking at technology for technology’s sake, but as the facilitator of change,” Millard explains. Technology is playing a pivotal role in completely renovating every industry.

Technology Transformations are Everywhere

Those transformations are going to keep happening across multiple industries like the automotive field, digital technology, and the Internet of Things.

Some of the big changes that we’re going to see, according to CNET, include changes in the cable TV model. One change, announced this year, was Sling TV, the video service that will give subscribers a great lineup channel lineup for just $20 per month sans contract on many devices.

Oculus Rift, a virtual reality innovator, was also showing the latest versions of its technology, proving that unlike in years past, VR will actually be something to be reckoned with.

The Internet of Things connected home is becoming more accessible to individuals as well, promising that in the near future all homes will be outfitted with at least a handful of sensor- and chip-enabled devices that will allow them to communicate with each other. Also in the data space, wearables will become more fashionable and help people adapt healthier habits.

These days, there’s a very healthy discussion among marketers including questions as how, a marketer should play to win in this incredibly evolved space that has arisen so quickly.