Tom Edwards Joins Tripleclix as CMO

I am pleased to announce that I have joined the leadership team of Tripleclix. I have known the founder of Tripleclix, Chris Erb for over a decade and he’s the best in the business at partnership and lifestyle marketing. I am incredibly excited to combine my passion for gaming, marketing, and brand strategy to drive growth and elevate the Tripleclix brand as CMO.

Tripleclix is a strategic gaming agency focused on developing marketing partners for game publishers while helping brands navigate the gaming industry. With over 60 years of industry experience, the agency specializes in building strategy, promotions, original content, and lifestyle marketing by combining publisher driven gaming content with innovative and iconic brands. Tripleclix acts as the connective tissue through which brands, publishers, and consumers interact.

Be sure to visit Tripleclix.com to check out all of the amazing work created by this team!

Here is the full press release.

Appreciate the pickup from sources such as AdAge.

Thanks to everyone in my network that engaged with the announcement. I am incredibly appreciative for all of the support!

Thanks again and please follow @Tripleclix on Twitter & Instagram

Futurithmic 2020 5G Event Recaps & What’s Next

Today, Futurithmic published my latest article outlining key 5G events in 2020. What we have seen so far and what we should expect as the year unfolds. From CES, The Super Bowl, to the canceled Mobile World Congress 2020 in Barcelona.

We explore how 5G impacted the shows and cultural moments so far in 2020 while also outlining the key events to come later in the year that will ultimately shape the role of 5G in advancing consumer experiences.

Read the full article at Futurithmic

Follow Tom @BlackFin360 on YouTube, Instagram, and Twitter

2020 OnCon Icon Top 50 Marketer Award

I was recently recognized by OnConfrences as a 2020 Top 50 Global Marketer Award winner. It’s always a great honor to be recognized, especially when the award is determined 100% by your peers. This award originally had hundreds of nominees from across the globe.

In addition to picking up the award, I had the opportunity to also present a number of awards and had the opportunity to share a short story about success which I will post below.

The single most important driver of success in my career has been developing and maintaining a personal brand while in parallel delivering results for the brands I worked for.

I started writing point of view pieces about new and emerging technology, pop culture, gaming, and strategy back in 2007. Now 500+ posts later this helped to propel me as a paid speaker and opened up a number of new opportunities.

The content you create follows you from role to role, it serves as a demonstration for how you think to prospective clients and it also leads to awards. I was on this very stage last year picking up the OnCon Marketing Trailblazer and OnCon Marketing Contributor awards thanks in large part to contributions to the industry through writing.

I would highly recommend that those of you who mentor up and coming employees, that you empower them to develop a POV, allow them to flex their strategic and problem-solving
skills and don’t be afraid to allow them to develop their personal brands.

This is how you can go from an employer to a true mentor. And it’s incredibly satisfying to see those that you invest in find their own success.

Follow Tom @BlackFin on Instagram, YouTube, and Twitter.

Tom Edwards Q&A with EDgage Magazine

I recently had an opportunity to sit down with EDgage Magazine to discuss emerging technology trends tied to the technology landscape today, how technology will evolve, the role of gaming and esports, tech impact on higher education, marketing and the future of technology, and 2020 trends.

This is a repost of the full interview.

Give us a snapshot of the technology landscape today (as it relates to marketing).

(Tom Edwards) We live in an amazing time. Technology is culture and culture is technology. So much of the focus the past few years has been about real-time, contextual and personalization at scale. Data’s role in driving decisioning, especially leveraging machine learning to derive themes, perceptions, and occasions, is revolutionizing how we derive affinity and intent signals from consumers. We can now return in time and process millions of conversations to understand unbiased consumer behavior and have the ability to align that with evolving consumer experiences.

Technology and experience will continue to evolve. Technology will expand the boundaries of higher education.

(TE) The other major shift is we are quickly moving from desktop and mobile-centric experiences toward multi-modal at scale. This includes voice, vision, and touch. The rise and adoption of virtual assistants, advancements in computer vision and democratization of augmented reality experiences, and the rise of gesture-based experiences make it a great time to be a consumer and marketer.

How will technology continue to impact the higher ed space?

(TE) Technology and experience will continue to evolve. I used to talk about how disruption was the new normal, and how a single technology could have a transformational impact. Now, it’s less about disruption and more about exponential acceleration through intelligent systems. Technology will expand the boundaries of higher education. With the rollout of 5G connectivity across campuses, we will see responsive and immersive augmented reality, high quality streaming for on-demand and live casting of classes, 5G-enabled edge computing/analytics to optimize the on-campus experience, and making IoT more accessible to close the gap between context and awareness.

What role will technologies like AI continue to have on today’s campuses and universities?

(TE) AI will have a significant impact moving forward—from organizational efficiency, enhancing student experiences and redefining coursework, to shift toward critical thinking in support of intelligence augmentation.

Universities can leverage AI to streamline the admissions process, quickly access the sentiment and areas of interest of their student and faculty population, use AI to drive fundraising and create personalized experiences for alumni.

AI will also enhance students’ capabilities to learn—from leveraging visual search and computer vision-enabled experiences to shifting coursework to focus more on critical and strategic thinking and using data and analytics to fuel experiences.

What are things higher ed marketers should think about when it comes to technology?

(TE) I’ve been involved with higher education at varying levels for the past 15 years. I have instructed thousands of students, and most recently lectured at SMU in Dallas. I am also a part of its Big Data advisory council.

For me, it is an evolution of the traditional 4P’s of marketing. Since the ’60s, it has been about product, price, place, and promotion. With the rise of intelligent systems, it is less about the traditional 4P’s and more about the new 4P’s: Plan, Predictive, Proxy and Pervasive.

Plan is having a plan for the use and data: how it is captured, structured, cleansed, analyzed and fed into intelligent systems, as data is oil for AI. Predictive is leveraging data and machine learning to drive predictive decisioning. Proxy is all about virtual assistants becoming personal proxies for individuals. The data plus predictive decisioning capability combined with virtual proxies will give rise to the proxy web where our virtual assistants represent our preferences and interface with other proxies. Finally, pervasive is about designing for multi-modal interfaces at a time when the mobile device will no longer be our primary device but our environment adapts to us.

What should every higher ed professional know about technology?

(TE) Understand that behaviors and expectations of students is evolving. Students are empowered to control experiences. Accessibility has led to ubiquity and Gen Z and Generation Alpha are quickly shifting traditional behaviors.

From expectations of on-demand content, gaming, and eSports to expectations tied to immersive and low-lag experiences. Universities have to evolve their infrastructure toward a 5G future and higher ed professionals will need to rethink curriculum toward data, analytics, and multi-modal experiences.

What kind of trends should they be looking at heading into 2020?

(TE) In 2020, we will continue to see virtual assistants shift toward the center of the operating system. With the rollout of 5G connectivity, we will see a path toward simulation through low latency augmented reality at scale.

We will continue to see the camera used as a bridge to intelligence through a combination of computer vision and virtual assistants and we will continue to see the rise of the proxy web where virtual assistants continue to evolve to the point where we are no longer marketing just to consumers, but also to algorithms and intelligent systems.

Finally, we will continue to see AI-enhanced digital avatars become more mainstream. First in the form of customer support and slowly expanding to more use cases by industry.

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Fortnite & StarWars Redefining Marketing

Today at 2 PM eastern one of the largest gatherings of concurrent gamers witnessed an in-game event from a galaxy far far away that may redefine the future of multimedia marketing.

Fortnite and the Star Wars team promoting The Rise of Skywalker collaborated to deliver massive in-game event featuring JJ Abrams and a clip from the upcoming movie.

JJ Abrams via an avatar getting the crowd ready.

Fortnite is looking to redefine multimedia experiences and offering brand collaborations at an audience scale we have never seen.

With tens of millions of players connected in-game and millions more watching the live event unfold (2.2M on YouTube, 1.1M on Twitch), not only did we get to see a clip from the movie but also interact directly with the content to shift the experience from passive to active. The engagement and excitement were through the roof!

Fully interactive experience.

After logging into a queue, players were instructed to go to Risky Reels (An in-game location) and prepare for the show. There was a live countdown.

Countdown to the start of the event.

The day was teased during the recent 2019 Game Awards. Players received a free in-game glider and were promised something that had never been done before in the history of in-game marketing.

The Game Awards 2019 announcement.

After the countdown, The Millenium Falcon flew around and landed and out popped our host Geoff Keighley along with The Rise of Skywalker director, JJ Abrams.

About to reveal the clip.

Next came the interactive quizzes predicting what we were about to see.

This was fun as it determined the color of your lightsaber… purple of course for Mace Windu!

Finally, an actual clip from The Rise of Skywalker IN-GAME!

Rey, Fin, and Poe ready for action #JediMindTrick

The event ended with lightsabers and blaster rifles now being available to all players in the game.

Love the introduction of lightsabers into the game.

This was an absolutely brilliant move by Star Wars to create buzz and awareness pre-film. Previously, in February 2019, EDM superstar Marshmello performed an in-game concert for ten million concurrent users. This dwarfs what’s possible from a reach perspective for live events and opened the door for others such as Star Wars to build upon the success of that in-game event.

Marshmello EDM goodness.

Expect more opportunities for brands to connect directly with a highly coveted audience beyond only sponsoring an esports event. This event included creating value for the players by providing free in-game content to enhance the experience, as well as access to unique content that can only be seen through the Fortnite experience.

I am gliding into the map courtesy of my TIE whisper glider.

Fortnite and other games are looking to redefine awareness and engagement, and those looking to capitalize should start looking to those in the know such as gaming/marketing agency TripleClix. Chris Erb, founder of TripleClix, and I discuss how to create marketing value via gaming during Episode 1 of the TripleClix podcast.

The man, the myth, the legend… Chris Erb, founder of TripleClix.

Follow Tom @BlackFin360 at YouTube, Twitter, and Instagram

Follow TripleClix @TripleClix

Futurithmic Podcast – Tom Edwards

Futurithmic – ( Podcast Interview) Experiential Computing, 5G, AI & more. Tech titan Tom Edwards of BlackFin360 talks about how the blurring of the lines between technology and culture is only going to grow as AI, AR, and 5G become embedded in our physical spaces to replace our smartphones.

Tom Edwards – Futurithmic Episode 10

Connecting the dots of the technology of today with the future of tomorrow. Here are the timestamps for key topics discussed.

1:38 – Tech Titan Advocacy Award
2:01 – Experience Driven Culture
2:55 – Shift Towards Multi-modal & Enhancing Mobility
4:05 – Ambient Computing
4:50 – GenZs Impact on Emerging Technology
5:50 – Expectations of Technology & Adoption of AI
8:05 – Virtual Assistant as a Preference Center, Rise of the Proxy Web
10:15 – Consumer Choice vs. Ease & Convenience
11:30 – Smart Glasses Adoption
13:00 – Benefits of 5G Connectivity
15:15 – Use cases for combining 5G + AI + AR = Proxy Twin Hypothesis
17:45 – Volumetric Capture
19:40 – 5G & Artificial Intelligence = Edge Computing & Edge Analytics
23:40 – 3 Types of AI
24:30 – Intelligence Augmentation & Predictive Decisioning
26:30 – The Future… Privacy, Presence, Commerce, Enhancing Experiences
29:15 – Gaming, Esports, & Technology Adoption, Interaction Economy

Follow Tom Edwards @BlackFin360 via YouTube, Twitter, Instagram or connect via Linkedin

Path To Purchase Expo 2019 Keynote

I had the opportunity to provide a keynote on tech innovation for the 2019 Path to Purchase Expo in Chicago yesterday. It was a great crowd, high energy, and with a 30-minute timeslot, we had to cover a lot of ground! 

The focus of the talk was discussing the coming waves of technology and how that will impact consumer behavior along the path to purchase. This is the latest version of the InnovationToReality talk series covering all facets of consumer behavior and emerging technology.

We discussed how Star Wars, Fortnite, Pixar Movies, & The Matrix highlight how emerging technology and consumer behavior will shift in the near future. We also discussed:

  • the role of esports
  • the camera as a bridge to intelligence
  • the role of virtual assistants and commerce
  • the rise of the proxy web
  • the 5 levels of autonomy
  • how the new 4P’s will enhance future strategy
  • the role and importance of 5G in the transition towards ubiquitous simulation.

Here is a link to the final presentation. Book Tom for your event today

Follow Tom @BlackFin360 on InstagramTwitterYouTube & connect via Linkedin.

Mobile World Congress 2019 Trend Recap

I recently had the opportunity to partner with Nokia to cover Mobile World Congress 2019. From highlighting key elements of their brand messaging around 5G, amplifying content from analyst meetings to on-camera work on the show floor. I really enjoyed partnering with Nokia.

Today, my full #MWC19 recap was posted on Futurithmic.com the recap views trends from MWC through the Innovation to Reality™ lens of Empower, Exponential, and Enhanced. The article covers all facets of experience and 5G. From Devices, AI, Gaming, Live Entertainment, and so much more. You can read the full article here.

Tom Edwards Mobile World Congress 2019 Recap

I was also engaged as a technology influencer to create cross channel social content, highlight Nokia & their 5G efforts during a recent keynote, as well as on-camera work during #MWC19. When it’s all said and done the content should drive north of 100,000 highly targeted views that will have boosted Nokia’s message during a very crowded MWC19.

Thanks again to Marianne and the entire @Nokia team.

Follow Tom @BlackFin360 on Instagram, Twitter, and YouTube

DFWIMA Headliner Keynote

I recently had the opportunity to provide the opening keynote for the Dallas Fort Worth Interactive Marketing Association discussing trends tied to evolving consumer experiences. This is the latest version of the InnovationToReality talk series covering all facets of consumer behavior and emerging technology.

It was a fun and highly interactive keynote session! We discussed how Star Wars, Fortnite, Pixar Movies, & The Matrix highlight how emerging technology and consumer behavior will shift in the near future. We talked about how the 5 levels of autonomy and the new 4P’s will impact industry 4.0. Finally, the role and importance of 5G in the transition towards ubiquitous simulation.

Here is a link to the final presentation. Book Tom for your event today

Follow Tom @BlackFin360 on Instagram, Twitter, YouTube & connect via Linkedin.

Headliner Keynote – Industry 4.0

I recently had the opportunity to provide the opening keynote for the University of Alabama EMBA Alumni Network Summit discussing trends tied to Industry 4.0. This is the latest version of the InnovationToReality talk series covering all facets of consumer behavior and emerging technology.

It was a fun and highly interactive keynote session! We discussed how Star Wars, Fortnite, Pixar Movies, & The Matrix highlight how emerging technology and consumer behavior will shift in the near future. We talked about how the 5 levels of autonomy and the new 4P’s will impact industry 4.0. Finally the role and importance of 5G in the transition towards ubiquitous simulation.

Here is a link to download the full presentation.

Follow Tom @BlackFin360 on YouTube, Twitter, or Instagram

2019 Tech Titans Technology Advocate Award

Last night my wife and I attended the 2019 Tech Titans Awards Gala. I was a finalist for the Technology Advocate award. This award recognizes a technology advocate/champion for their outstanding leadership in assisting, advancing or accelerating the performance of technology companies and/or the technology community.

It was a really fun night. The Tech Titans awards are like the Oscars for the Dallas technology community. After settling into a delicious dinner and some fun commentary from the Gala committee it was time for the awards presentations to start.

When my category was up for the next presentation the head of North American Customer Marketing & Communications for Nokia, Marianne Strobel did a great job setting up the category and announcing the winner…

After the initial shock of the win, it was time for photos, a great conversation with Marianne of Nokia about their 5G work and more innovations on the way, networking with sponsors and attendees and fun times with my wife Cherlyn from chomping M&M’s pre-event to celebrating post-event Texas-style with Whataburger.

Thank you to the Tech Titans organization, sponsors, judges, thank you to Marianne Strobel for the warm welcome from Nokia, the Dallas Business Journal for their coverage and support of the event and finally to the other deserving finalists.

Follow Tom Edwards @BlackFin360 via YouTube, Instagram, Twitter

Dallas Business Journal Tech Titan Interview

I was recently interviewed by the Dallas Business Journal for the upcoming 2019 Tech Titans awards show. I am a finalist in the technology advocate category and looking forward to the event! Here is a link to the full interview.

Here is a repost of the full article

Tom Edwards of BlackFin360 is a finalist in the Technology Advocate Award category for the 2019 Tech Titan Awards. Category winners will be announced at an awards event on Friday, Aug. 23. For more information about the awards event, click here.

As founder of BlackFin360, which covers marketing and emerging tech trends, Tom Edwards has been recognized as a marketing technology trailblazer as well as a leading futurist and speaker.

“I focus on helping organizations understand how consumer behavior is shaping emerging technology and vice versa as technology is culture and culture is technology,” Edwards said.

What started as a technology blog back in 2007 BlackFin360 now serves as a “a repository of emerging technology” thought leadership. As a keynote speaker and technology advocate, Edwards says he helps organizations understand the connection between consumer behavior and emerging technology — from the integration of artificial intelligence, spatial computing and the rise of multi-modal interfaces.

Edwards was also Chief Digital/Innovation Officer for Epsilon where he said he “became fully immersed in all facets of data, AI and technology integration.”

We asked Edwards additional questions about technology. The questions have been edited for length, grammar and clarity.

What is the biggest challenge facing your organization in 2019?

TOM – The biggest challenge is less about my organization and what I see across the Fortune 1000 organizations that I have the opportunity to speak to. There are three primary areas that I consistently see. They are: data puddles, ignoring AI, lack of innovation focus.

  • Data puddles refers to a comment I heard at one of the world’s largest consumer beverage companies. Most organizations strive for data lakes and data is key to unlocking personalization and connecting with consumers. The reality is most organizations don’t have a consolidated approach to leveraging various forms of data, be it consumer centric data of culture, data of identity and data of intent. Having a strategy for how to consolidate and action data vs. simply collecting is key.
  • The second challenge is the lack of preparation and consideration of the impact of artificial intelligence on the workplace. This goes beyond system integration, and has to do with impact on culture and how to build a culture around the idea of intelligence augmentation vs. disruption.
  • The third is a lack of aligning innovation initiatives with core goals of the organization. It’s incredibly important to not just focus on short term revenue, but also generating ideas and empowering the organization to bring innovative ideas forward. 

What is something people aren’t thinking about that will change technology in the next few years?

TOM – To me the biggest shift, especially for marketers is that we will be moving from consumer-centric marketing technology to system and algorithm-based solutions. We will see virtual assistants continue to move to the center of the operating system and we will see the rise of multi-modal computing at scale. This includes voice, vision and touch, where our environment adapts to us versus us adapting to it.

Can you recall the moment you decided what you wanted to do professionally?

TOM – My first memory is of the original Star Wars movie. All of my friends wanted to be Han Solo and Luke Skywalker. I liked those characters, but I was enamored with the droids R2-D2 and C3PO and how they and the rest of the sentient tech characters seemed to enable the main cast every step of the way. The technology seamlessly folded into their everyday journeys and that stuck with me all throughout childhood and into early adulthood. When the technology revolution hit with the rise of personal computers, mobile phones and software, I knew that is where I wanted to take my career. 

Who is your technology hero?

TOM – My technology hero is Hal Brierley. Hal is the CEO of the Brierley Group. He has served as President and CEO of Epsilon, was the founder of e-Rewards, Inc, and the Executive Chairman of Brierley & Partners and he currently serves on the board of an AI start-up (Oculus360) that has been an outstanding strategic partner. I admire that work and career of Hal, his impact to Dallas via job creation and his approach to business is something to be admired. 

What should we be teaching children about technology in school right now that we aren’t?

TOM – The future is going to be about augmented intelligence and preparing children, not just how to code, but also how to use various aspects of machine learning to solve problems. Instead of teaching simple math, it’s important to understand specific computing models and concepts for how systems learn. Now, these are reserved for Computer Science courses on the college level, but the sooner we can prepare children for the coming shift of intelligent systems the better.

Follow Tom Edwards @BlackFin360 via YouTube, Twitter, Instagram

Algorithms, Affinity & Advertising in the 2020s

Recently, I was on-site at one of the worlds largest manufacturers discussing the convergence of experiences and delivering 2 sets of my Innovation to Reality talk. This session sparked a number of questions from privacy, data and how advertising will look in the 2020s and that is the basis of the commentary below.

My personal position is that over the next decade consumers will “own” their data, essentially through some type of blockchain-powered open ledger technology where ultimately the consumer becomes the trading desk.

This will be managed by their AI proxies via their virtual assistant of choice. The proxy will become the management hub of personal data and consumers via their proxy will approve who/what/when/where the data to be shared. This is why affinity data in the near future will be so incredibly important.

By understanding a passion area, take Star Wars, for example, a retailer can still customize a digital augmented/enhanced overlay experience for you without needing your PII (Personally Identifiable Information) to serve experiences to you. I talk a lot about the concept of the proxy digital twin hypothesis here.

Your personal algorithms will seek out other “affinity links” through the “Proxy web” to make the connection to the appropriate simulation experience.  Advertising in the near future will be algorithmically curated through a consumer AI proxy to align the most relevant products and “situational advertising” will become the new normal.

Your proxy will manage situational products & services through your calendar and past purchase history. Here is an example, you and the family are going to the beach, the proxy will curate a list of items from your previous purchases and point out possible “situational” items that make the most sense based on your trip. 

It will be less about random products that are loosely based on regression models and past behavior. It will be predictive by nature and built more inside out from the consumer, where the AI proxy becomes the predictive “situational” preference center with the goal of ease, convenience for the end-user.

Be sure to follow Tom @BlackFin360 via Twitter, YouTube, and Instagram.

Print Innovation Exchange Headliner Keynote

I recently had the opportunity to headline the 2019 Print Innovation Exchange in Minneapolis, MN. It was a fun and highly interactive keynote session! We discussed how Star Wars, Fortnite, Pixar Movies & The Matrix highlight how emerging technology & and behavior will shift in the near future and how the 5 levels of autonomy and the new 4P’s will impact the print industry. 

The full Evolution of Experience Keynote is available below.

Thank you and please follow @BlackFin360 across social platforms for various updates and a little bit of fun.

In the News: AdAge Fortnite & Gen Z

I was recently asked by Advertising Age why/if Fortnite is a social network for Gen Z. The behaviors tied to gaming cannot be ignored and the brands that can seamlessly capitalize on creating value, providing exclusive content and enhance creativity will reap the rewards.

Here is my full commentary:

AdAge : Are you buying or selling the notion that Fortnite is a social platform? 

Tom: Fortnite and gaming, in general, is DEFINITELY a social platform, especially for GENZ. It’s not just about the core gameplay. I see groups getting together to create within the game, to conduct private matches with friends and of course for squad play but it also extends to watching streamers via Twitch & YouTube and sharing content.

There is a seamless flow between in-game and associating with game content on the go. Plus with cross-platform play, it doesn’t matter whether you are on Mobile, Nintendo Switch, PC or Xbox you are always able to connect. I see it in my own home as Fortnite has become the starting point for my youngest (11) and his friends to gather, compare in-game skins and then figure out whether they want to create, set up a private match or just play battle royale. 

AdAge: Why or why not? Some brands have gotten into Fortnite (Samsung, Nike, NFL, John Wick, Avengers). 

TOM:
That said, what should brands be thinking about if entering this universe? Brands should definitely consider how they are aligning with titles like Fortnite as well as eSports (competitive gaming). It’s incredibly important to understand the game properly, the fan base and focus on adding value. It’s less about a passive sponsorship and more about creating value or desire through either free downloadable content or virtual items like Skins in Fortnite. 

AdAge: Is there anything else you would like to add? 

TOM: Gen Z spends 2.5 hours a day with on-demand content and 1.5 hours a day gaming. It’s less about content marketing and more about empowering their creativity. Gaming is a social currency for GenZ. Things like virtual skins are the new Jordans (Although virtual Jordan’s were recently introduced via Fortnite). Gaming culture is now mainstream and how advertisers should think about gaming and the power of integrating with various properties should be at the top of the list for brands that covet cultural relevance. 

Here is a link to full article.

AdAge Tom Edwards Commentary

Follow Tom on Twitter/Instagram/YouTube @BlackFin360

Google I/O 2019 Trends & Analysis

Here is a quick reaction & recap video with highlights from today’s Google I/O 2019 event. Google continues to build towards an ambient future. The most exciting announcements were tied to the consolidation of augmented reality, computer vision and 3D experiences directly into search results, the next iteration of Google Duplex for the web that is a direct push towards proxy assistants for all, the evolution of Google Assistant moving towards the center of the operating system and how to prepare content for multimodal discovery and so much more.

Google I/O 2019 Trend & Analysis

Follow Tom @BlackFin360

FB Messenger & Evolving CRM Strategy

I recently attended Facebook’s F8 developer conference. One of the more compelling sessions discussed Facebook Messenger’s role in lead generation, consideration, and re-engagement.

This video is my assessment and analysis of the content presented and additional perspective for marketers looking to capitalize on Facebook Messenger’s shift towards the center of the Facebook product suite. These changes will result in the ability to reach potentially 2 Billion users across platforms and the globe.

Facebook Messenger & Evolving CRM Strategy

Follow Tom Edwards @BlackFin360

In The News: AdExchanger & F8

I was recently asked by Ad Exchanger to provide my thoughts tied to announcements made at Facebook’s 2019 F8 developer conference. Here is a link to the published Ad Exchanger article.

My full commentary is outlined below:

(Ad Exchanger) Does this “privacy vision” feel sincere or is Facebook cleverly positioning its shift?

(TOM) I feel the shift from Facebook to “the Future is Private” was necessary as the shift reflects how consumers have been interacting since 2016 when social messaging surpassed open social in terms of usage behavior. 

The company went through a similar shift in 2014 with the myopic focus on becoming “Mobile First” with 100% focus and resource allocation supporting the vision. I see the same focus here with privacy. It makes sense that this was the macro theme for F8 and a rallying cry to adjust the product suites. The focus on interoperability and encryption as well as shifting messenger to be the new connection point for friends and families is a smart move. 

Separately, how much of an impact will the privacy vision have on how Facebook will be able to monetize?

How this impacts advertising will be interesting. While the focus on reduced permanence and the statements around privacy and encryption are good tent pole statements, item #6 in the privacy manifesto was Secure Data Storage. There will also be the consolation around Messenger, Instagram and WhatsApp to create a new advertising network connected to 2 billion people. How data will be used to support the targeting is TBD but the infrastructure to create new avenues of reach and the new consumer acquisition ad units that drive to Messenger will be a key part of their strategy putting the onus on the consumer to share data, as outlined by the new consumer acquisition ad types for Messenger. 

And lastly, how will marketers need to change their Facebook strategy as engagement moves invariably away from the feed and more into Stories, messaging, etc.

(TOM) As marketers it’s important to understand the shift away from content marketing and focus on enabling creativity, utility and entertainment through Messenger and Instagram. Leaning into the ability to co-view video, utility through integration of various API’s, understanding the new payment and commerce capabilities and supporting the creation of AR experiences. Also understanding how to navigate the shift with FB5 towards groups and the role that marketers can play to create new types of connections. 

There is a lot to unpack and as Facebook continues to shift towards fast, reliable and private experiences, it will be interesting to see how the platforms actually evolve and where new opportunities to drive monetization will come from. 

Follow Tom Edwards @BlackFin360

Facebook F8 Recap & Reaction

A quick reaction & recap video with highlights from today’s Facebook F8 event. The macro theme was the future is private and it was all about Facebook’s approach to privacy and it’s product suite.

Messenger is going to play a starring role, advances with Instagram and commerce, further maturing of Facebook’s AR toolset, new and exciting VR announcements, a preview of how CRM will evolve via Messenger and what was missing from today’s show. This and more in today’s video.

Full recap & analysis of Facebook’s F8 Developer Conference

Follow Tom @BlackFin360

April Fools Day Trends 2019

Yesterday was an absolute blast. Everything moves so quickly in the world of marketing & technology. It’s fun to sometimes take a step back and have a little fun while catching those who maybe moving just a bit too quickly.

Here is a fun “trend” recap video that highlights Pet VR, Smart Meats & Outsourced Relaxation.

Follow Tom Edwards @BlackFin360

In The News: AdExchanger & Apple Live

I was recently asked for my thoughts about a number of the recent Apple Event announcements. From Apple’s original content strategy, monetization, advertising and more. Here is the published article.

Here was my full commentary on the topic:

(Ad Exchanger) Is what Apple planning a Netflix killer?

(TOM) Apple wants to be the Sherpa and curator of content. Their new recommendation engine is more about aggregation across subscriptions vs. being a content killer. I found it interesting that they are still maintaining partnerships with big cable providers while still differentiating through per channel subscriptions. This isn’t a Netflix killer, but Apple understands that moving forward individuals want control over their experiences and multiple subscriptions will exist. They want to be the “Google Search” of entertainment. This keeps their hardware and services sticky throughout.

With Apple TV+ original content, Apple is focusing on creating programming that will create affinity within their services as well. I would not call this a Netflix killer, but it’s a first step to not only control the navigation of content, but also become a destination as well. 

What makes sense in your view for Apple from a monetization standpoint for its original content and its foray into TV?

(TOM) What came through loud and clear from today’s event is Apple’s focus on allowing the consumer to ultimately control their entertainment options. By providing bite-sized subscription services across their ecosystem they gain a consistent stream of revenue that is scalable and minimizes risk of hardware cycles.

It’s yet to be determined how much revenue Apple TV+ will drive in terms of new subscriptions, but with the amount of talent that was showcased, including Oprah, Steven Spielberg, Jennifer Aniston and so many more providers, it just takes a few shows to catch on to drive monetization of original content.

What are your thoughts about how Apple will deal with advertisers/advertising, what a rev share might be if ads are one of the monetization options?

(TOM) I have not heard anything yet about how Apple will deal with advertisers/advertising. One recurring theme was re-emphasizing on device data processing and less information being available to 3rd parties. Apple may be less inclined to leverage an advertising-based model as they dive into recurring revenue with subscriptions. 

This doesn’t mean the end of advertisers with Apple. As with any program, driving awareness will need to occur outside of the Apple TV+ ecosystem. This is through content, traditional & performance-based advertising. Advertisers will need to focus on other affinity-based channels to connect audiences with programming.

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Apple Live Event Recap & Reaction

Today’s event was all about Apple’s focus on new services. Normally these events discuss Hardware & Software, but today was all about new forms of subscriptions that allow consumers more control while showcasing Apple’s strategy to not only provide access /navigation/curation of entertainment but also serve as an end destination with new original content for gaming & entertainment.

Apple also provided a shock to the financial services system with the launch of Apple Card. With an interface and features yet to be seen by traditional banks, Apple is making a bold move towards controlling multiple facets of the consumer journey, all without advertising and an emphasis on privacy.

Here is the full recap:

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Tom Edwards Funko Pop Adventures

Recently, my wife had a fun idea to get a custom Funko Pop to take with me on my travels and use that to chronicle events, speaking engagements, and trade shows. These adventures will be logged here on the blog via the #Tompop page as well as Instagram be sure to follow/subscribe to see all the fun.

Special thanks to All Star Custom Figures

Carnegie Dartlet Keynote

What a great week! From the OnCon Icon Awards to delivering a keynote during the 2019 Carnegie Dartlet Conference, it was a great week in Orlando!

What was great about #CarnegieConf, besides the fact that it was hosted at Walt Disney World, was the amazing audience of higher education professionals. They were highly engaged both during the talk and via social.

The talk centered around how technology will adapt to us vs. us adapting to it. From the role the camera will play as a bridge to intelligence, why the Pixar Theory explains AI adoption, and how spatial computing combined with virtual assistant proxies will change our view of reality.

Time to leave Disney but can’t wait to be back!

Book Tom for an event here.

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19 Trends for 2019

As technology seamlessly integrates into our lives we will continue to move towards a time when our technology adapts to us vs. us inputting into the technology.

2019 will accelerate the convergence of experiences. The shift from desktop and mobile to voice, vision and touch fueled by intelligent systems will be a key focus for the coming year.

We will see the role of voice-based assistants evolve towards predictive proxies, advancing hardware will unlock spatial computing (AR/VR/Mixed/Hyper Reality) and rapidly evolving iterations of artificial intelligence will transform the camera and how we interact with the world around us. 

We hope you enjoy our 2019 trend predictions. We filter the coming convergence through the framework of Empower, Exponential, and Enhanced

The 2019 Trend analysis from my team and I live at http://theinnovationlounge.com.

EMPOWER – Technology that empowers consumers

EXPONENTIAL – Technology fueling intelligence and autonomous systems.

ENHANCED – Technology that is blurring the lines between physical & digital

BEYOND – Tech that is on the horizon for consideration

Each not only discusses the technology, but also the short and long term implications for marketers to consider.

EMPOWER IMPLICATIONS

EXPONENTIAL IMPLICATIONS

ENHANCED IMPLICATIONS

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2019 Trends Digital Twins & Spatial Computing


One of the bigger trends in 2019 will be tied to Digital Twins… but why? Here is a full video breakdown. 

WHAT ARE DIGITAL TWINS

A digital twin refers to a digital replica or model of a physical asset (physical twin), processes, people, places, systems and devices that can be used for various purposes such as simulation of performance.

So It’s Primarily For FACTORIES COOL? WHY SHOULD I CARE? 

The primary use cases are tied to Industrial IOT scenarios.The Digital Twin serves as a bridge between physical and digital. The physical asset has IOT sensors that constantly collect various forms of data and feed the information to the digital twin to analyze and run predictive simulations. The findings from the virtual models can then be applied to the physical asset.

MY HYPOTHESIS – APPLICATION TO CONSUMERS 

There is a possible connection to consumer experience use cases tied to physical sensor data and virtual assistant proxy simulations.

What’s going to enable the use of consumer experience digital twin experiences at scale will be 5G connectivity. 5G will fuel connection of IOT frameworks as well as edge computing to reduce potential latency and the ability to process information as close to the source as possible.

This will allow connectivity and enhanced data transfer capabilities of the 20 billion IOT devices that exist today. 

ROLE OF THE PROXY WEB

2019 will also see the accelerated adoption and dependence on virtual assistants. There are now over 1 billion devices that provide voice assistant access today.

90 Million use voice assistants on smartphones and 45 million use them on smart speakers per month.

Digital assistants are an on ramp to further usage of AI and robotics. As virtual assistants move towards the center of the operating experience we will continue to move towards what I call, the Proxy Web.

PROXY WEB

This is where our virtual assistants begin managing certain aspects of our lives behind the scenes.

Our proxy will be able to communicate with other proxies and align preferences to map where to eat for dinner with a friend, it knows our food preferences and schedule.

This preference ownership and ability to communicate with other proxies and nodes in systems could be the key to unlocking spatial computing simulation at scale.

DYNAMIC SPATIAL COMPUTING EXPERIENCES 

One of the key areas of focus in 2019 will be the further melding of physical and digital experiences. We have seen the rapid democratization of various forms of spatial computing.

Spatial Computing is using the physical space around us as a medium to interact with technology.

This includes AR, VR, Mixed Reality, Hyper Reality and more. The goal with my digital twin hypothesis is to not only deliver a one size fits all experience but creating personalization at scale through spatial computing.

Digital Twin type simulations may be the key to connect custom reality overlays based on preferences driven by our virtual assistants. 

IDEA in Action

I am a Star Wars fan…. the retailer Target normally goes big with Star Wars in-store promotions when there is a major film release. With the digital twin simulation concept, based on my personal preferences, my virtual assistant knows that I have a strong affinity for Star Wars based on my behavior, this includes voice queries, watching Star Wars Theory videos via YouTube, my past purchases of Funko Pops,etc…

Instead of plastering the store with physical Star Wars promotional material, Target could have pre-mapped various spatial computing “experiences” that are triggered based preferences discoverable via my virtual assistant.

An in-store sensor network could feed previous trip information of me and other guests with a similar affinity and allow for the Star Wars focused simulation to be adjusted in real-time to get me to a specific area of the store or special offers on say retail specific Funko Pops.

The Digital Twin becomes the intelligence engine to enhance the base physical store experience and create a personalized experience based on predictive digital simulation. 

The ultimate goal being to have the environment and experience personalized to me based on multiple simulations and a connection to my preferences.

Questions? Tweet to Tom Edwards @BlackFin360

Turning AI into ROI Keynote

I recently had the privilege to deliver a keynote to the Discover card Pulse network advisory team covering the topic of converting AI into ROI.

For this event, I tailored the Evolution of Experience, E^3 talk tied to Empower, Exponential and Enhanced with a detailed look at multiple facets of artificial intelligence including how the Pixar Theory, all movies are on the same timeline, foreshadows the path for how consumers will adopt AI fueled technology.

Next, we reviewed AI’s potential impact on business results and consumer behavior. The talk also covered the rapid convergence of multimodal technology experiences and the role AI will play in shifting behavior towards the intelligent camera via computer vision and virtual assistants.

The talk ended with a deep dive into the new AI driven 4 P’s of AI marketing and key points to consider to start to prepare for integration of AI into all facets of business.

For more on this topic I recently joined the AI Today Podcast and discussed a number of these topics and more.

AI TODAY PODCAST – Episode 50 – Enhancing Experiences with AI Interview

0:48 – Introduction
1:33 – Recap of Keynote topic at Amazon Alexa Voice Summit
2:53 – Discuss why we are in the “golden age of AI”
4:20 – Discuss The Pixar Theory and Artificial Intelligence
7:00 – Why predictive experiences are key for mass adoption of AI
9:00 – Discuss Gen Z & expectations of experiences
9:37 – How Epsilon Agency is using artificial intelligence
13:25 – What is the future of artificial intelligence?

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United Airlines & Executive Perspective Interview

I recently had the pleasure of sitting down with Jeffrey Hayzlett of C-Suite TV to kick off season 7 of Executive Perspectives. We discussed digital disruption, conversational experiences, artificial intelligence and best practices for leveraging data to connect with consumers.

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Now, I have heard from multiple sources that the interview is available On-demand on domestic and international United Airlines flights.

Here is a transcript of the full interview.

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Path To Purchase Expo Keynote

I recently had the privilege to deliver the Evolution of Experience keynote during the Path To Purchase Expo.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhanced to focus on the camera as a platform, artificial intelligence, multi-modal, and the New 4 P’s of AI marketing and how the convergence of all of these will impact the path to purchase.

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AI Today Podcast Interview

AI and cognitive technologies are enhancing many different industries and providing significant ROI for early adopters. However, AI is also providing benefit in improving our various experiences in life. In this podcast, Cognilytica analysts Kathleen Walch and Ronald Schmelzer interview Tom Edwards, Chief Digital & Innovation Officer at Epsilon Agency, who shares insights into how AI is impacting marketing, customer experience, and more. He also shares how the “Pixar Theory” fits into the general vision of technology adoption and how, as a culture, we’ve come to accept AI in our daily lives.

Topics Discussed:

0:48 – Introduction
1:33 – Recap of Keynote topic at Amazon Alexa Voice Summit
2:53 – Discuss why we are in the “golden age of AI”
4:20 – Discuss The Pixar Theory and Artificial Intelligence
7:00 – Why predictive experiences are key for mass adoption of AI
9:00 – Discuss Gen Z & expectations of experiences
9:37 – How Epsilon Agency is using artificial intelligence
13:25 – What is the future of artificial intelligence?

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In The News: Ad Age AI & Brands

Recently, my commentary on data & AI was included in an Ad Age piece on the role of data, artificial intelligence & brands.

Here is a link to the full article.

Here is my full commentary based on Ad Age’s original question…

Ad Age: We’re seeing more agencies now offering services for AI solutions, but how do you see this shaking out? What will separate the ones who will succeed with the ones that do not?

TOM: Offering an AI service for clients is one thing, but the key is understand that data is the fuel for AI. Without a solid understanding and corpus of data as a starting point for AI driven experiences consumer facing experiences have the potential of falling flat.

The organizations and experiences that will succeed in the short term with AI will understand that the consumer facing experience should not try and solve every possible outcome for consumers.

We have conducted research on user expectations of AI and there is one fundamental truth for adoption of AI and consumer facing experience adoption across generations and that is ease & convenience. Whether it’s managing personal time, predicting financial needs, or order replenishment through AI. The key is to understand that AI solutions need to seamlessly make consumers lives easier.

What will truly separate AI solutions over time are the ones that have both structured & unstructured data at the core that is built to action against consumer needs, will design for multimodal experiences beyond mobile and desktop, and be prepared to fully guide consumer experiences via virtual assistant ecosystems as AI becomes a proxy for consumers over time.

The organizations that can market to both consumer and systems will win the day. It’s no longer just the consumer decision decision journey as system based marketing via AI is now here and will continue to take on more responsibility for consumers.

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Evanta CMO Summit Keynote

I recently had the privilege to deliver the Evolution of Experience keynote at the 2018 Evanta CMO Summit in Dallas, Texas.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhanced to focus on the camera as a platform, artificial intelligence, multi-modal, the New 4 P’s of AI marketing and new themes introduced by the Apple WWDC 2018 that happened earlier in the day.

Frito-Lay Boundless Marketing Summit Keynote

I recently had the privilege to deliver the Evolution of Experience keynote at the 2018 Frito-Lay Boundless Marketing Summit in Nashville, Tennessee.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhanced to focus on the camera as a platform, artificial intelligence, multi-modal and the New 4 P’s of AI marketing.

Exponential is all about acceleration through intelligent systems. This looks at the role of data for AI as well as the rise of virtual assistants and the ability to predict consumer needs ultimately becoming a proxy for the individual that will split decision journeys between consumers and algorithms.

Enhanced is all about the bridging of physical and digital reality and how immersive computing, augmented reality, computer vision and the intelligent camera will forever redefine our version of reality.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by artificial intelligence. This includes a date when project it will all converge as well as 4 new P’s of marketing.

It was an awesome crowd and I really enjoyed the 30 minute session + Q&A.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

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Financial Brand Forum Tom Edwards Keynote

I recently had the privilege to deliver the Evolution of Experience keynote at the 2018 Financial Brand Forum.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhanced to focus on Data, Artificial Intelligence, Multi-Modal and the New 4 P’s of AI marketing,  and much more.

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations. Specifically looking at the behaviors of Gen Z and the evolving role of the camera.

Exponential is all about acceleration through intelligent systems. This looks at the role of data for AI as well as the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will split decision journeys between consumers and algorithms.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever our version of reality.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge as well as 4 new P’s of marketing to consider building future state strategy around.

It was a good crowd and I really enjoyed the 45 minute session + Q&A.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

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MarTech Conference Tom Edwards Keynote

I recently had the privilege to deliver the Evolution of Experience keynote at MarTech West 2018.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhance to focus on Gen Z & Computer Vision, The evolution of the camera from capture to communication and much more.

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations.

Exponential is all about acceleration through intelligent systems. This looks at the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will split decision journeys between consumers and algorithms.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever our version of reality.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge.

It was a good crowd and I really enjoyed the 45 minute session + Q&A.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

Follow Tom @BlackFin360

C-Suite TV Tom Edwards Interview on BizTV

Sunday night April 22nd at 6 EDT, my previous interview with Jeffrey Hayzlett and C-Suite TV aired on the BizTV television network. Here is a recap of the discussion.

I previously had the pleasure of joining the C-Suite TV team at their San Francisco event and was interviewed by Jeffrey Hayzlett. It was a fun discussion as he asked me about the shift from social media to social messaging, strategies to make the shift, voice-based experiences, disruption, galactic cannibalism, trends and the future of connecting with consumers.

photo-nov-08-3-07-23-pm

Below is a recap of my key talking points for each question.

(C-Suite TV – JH) As we’re on the verge of a transformational moment in marketing with the shift from social media to social messaging, how are marketers making this shift?

(Tom Edwards – TE) Over the past 5-10 years, we as marketers have focused primarily on the open web + social media. Earlier this year social messaging passed social media in terms of monthly active users. Consumers are ready for conversational experiences. Part of the reason for the appeal is that it is seen as safe, comfortable and intimate.

I spent most of 2016 researching, writing and educating our brand partners about what this shift can mean for their business. We conducted proprietary research on what consumers want from conversational experiences that led to an ebook on the topic.

Social Shift Toward Messaging

As we dug into consumer expectations around conversational experiences, our research found that they want experiences that are convenient and support local experiences, there is openness to pay within social messaging and an expectation that it will connect physical and digital elements such as in-store coupons and discounts, there is also a willingness to interact with intelligent systems.  Research also shows that 60% of millennials would prefer talking to a chatbot vs. talking to a human when it comes to resolving questions about online shopping.

From a marketing perspective, there has been a significant amount of experimentation trying to create the ideal experience. With Apple, Facebook, LINE, Kik, Skype and more providing tools and services that will allow others through 3d party SDKs & API’s to create an ecosystem. Their hope is to become the central portal in order to empower consumers and drive commerce. Facebook doesn’t own the hardware or the operating system, so they are invested in keeping people in the messenger experience.

Some experiences are trying to further personify the brand, others are about creating utility or a sense of intimacy with the brand. The goal is to create a real-time experience that is centralized in one conversational thread.

The key will be creating experiences that are not disruptive but are actually attentive to the current and future needs of the consumer. The ideal experiences will be built around the premise of simplification + prediction. It’s not about a deeper personal connection with a friend, but to be able to anticipate, predict and enhance a consumers experience.

This is where we see the idea of CONNECTION + COGNITION coming together.

(JH) What processes and strategies do you need in place to make this shift effective?

(TE) I recommend an approach that is based on five core factors of Simplification, Data Design, Prediction, Ambient Design & Physical to Digital.

photo-nov-08-4-09-30-pm

1 – (SIMPLIFICATION) The key is to reduce complexity in consumers lives and create experiences that are ownable by the brand’s domain. Analyze data for most commonly asked questions and expand from there with use cases focused on enhancing and simplifying experiences.

2 – (DATA DESIGN) Have a strategy not just to capture data but how to use it. Define the role of unstructured data in refining the experience. Consider what new data points are being integrated to inform future prediction. How are you making the data actionable? On my team, we now have a data design team that sits between traditional brand planning + digital strategy. This is the intersection of Big Data + Design Thinking. They own the tools, assets and data sources and understand how to craft a data-driven narrative.

3 – (PREDICTION) Anticipate consumer needs is key for the future of conversational experiences. Messenger experiences are not designed to be like Google search, at least not yet. Google is working towards the ideal intersection between search & retrieval vs. predictive. But again a combination of data, predictive analytics built on working data is the entry point towards truly predictive experiences. (cognitive will accelerate this)

4 – (AMBIENT DESIGN) The future of computing is tied to ambient experiences, or how your environment interacts with you. It is critical to approach designing conversational and voice based UX differently.

5 – (PHYSICAL TO DIGITAL) One of the other elements is the rise of conversational commerce. There is a concerted effort to closely align physical & digital shopping experiences as a means to enhance the customer experience. Our research shows there is an expectation from consumers to have local experiences connect to digital through conversational experiences.

(JH) Let’s talk about some newer technologies, how does voice-based technology play into this shift to a conversational user experience?

(TE) I am a strong believer in the fact that voice-based experiences and artificial intelligence systems will become pervasive in our everyday lives. The core of the experience is a combination of automated speech recognition, natural language processing and a cloud-based AI that comprise a voice-based user experience.

I am very intrigued by the possibility of the ability to create context through voice services such as Amazon Alexa Voice Services & the recently launched Google Home. Voice-based experiences will play a key role during this time as our interactions with connected systems and the rise of micro-services as a primary mechanism to navigate a hyper-connected world will become the new normal.

Photo Jul 19, 9 07 41 AM (1)

I strongly believe that we will begin to see a convergence over the next few years where elements that enable connection such as social messaging and voice-based conversational user experiences combined with cognitive computing (AI) and immersive experiences such as holographic computing will become interconnected and will redefine how we approach connecting with consumers.

We will begin to see services such as Alexa Voice Services quickly proliferate throughout 3rd party devices from in-home IOT systems to connected vehicles and “skills” will become a key component for how we navigate beyond screens. Estimates already show over 28 billion connected devices by 2019.

(JH) We hear you say that “disruption is the new normal” what do you mean by that?

(TE) Digital disruption has been at the center of major consumer shifts over the past 10 years. Disruption is now the new normal. The Premise is change is constant and experimentation is critical and how you integrate trends into your existing business is key.

The acceleration of technology has led to the rapid empowerment of the consumer. What organizations have to consider is that with each iteration of technology and consumer empowerment new types of interactions will lead to the need to rethink the business models of today.

Japan Emotional Robot

This has a significant impact on the C-suite as the pressure on CMO’s to be creative thinkers, intelligent around data, domains, and disciplines as well as mitigation of risk, the pressure to innovate, find and retain talent and try to be as agile as possible. Combined with the pace of new interaction models there is a lack of strategy to deal with the shifts in a meaningful way as the focus is on short-term stability.

This is why it’s important to build a plan with a foundational approach to data and understand what domains the brand can own and wherein the new interaction types there are opportunities to redefine business models. This is why I have chosen Connection, Cognition and Immersion as the pillars of how brands can map to the new interaction types of the near future.

(JH) I heard you say we’re on the verge of galactic cannibalism can you explain what this means for marketers and how can marketers stay ahead of the game?

(TE) I have spoken a lot recently about how disruption is the new normal. I recently heard someone compare the last five years as a “supernova” of disruption in terms of the intensity and velocity of change.

With the rise of artificial intelligence, conversational, ambient experiences, connected systems, and mixed reality on the horizon we are moving well beyond a supernova and are now on the verge of galactic cannibalism.

gc2

Galactic cannibalism is when one galaxy collides with another and there is a subsequent absorption of parts of one into the other. From a consumer marketing standpoint how we consume and interact via digital channels is about to be absorbed and redefined through new advancements in connection, cognition & immersion.

The key point to surviving and thriving is to have a comprehensive data strategy as data assets will serve as the fuel of this shift. Regardless of which galaxies collide a thorough understanding of data, content, experiences, and outcomes is a marketing foundation for the future.

Also, it is important to understand how data will evolve. Currently, the focus is on 1st part & 3rd party data. But in the emerging world think of the data created by connected systems as well as new forms of real-time sentiment data, such as your eyes in a VR experience or facial recognition in a retail setting. These will require a comprehensive data design effort to craft content, experiences and drive outcomes as a marketing foundation for the future.

Ultimately we will have to acknowledge that the relationship between consumers and technology will fundamentally change from consumers operating technology to technology operating for consumers through data.

(JH) How do you apply the trends of today to the business models of the future?

(TE) One of my responsibilities with Epsilon is I lead the innovation practice for the agency business. We have designed an approach that is consumer-centric, data-driven, iterative and allows our brand partners to scale emerging technologies and integrate trends into tangible solutions that drive business outcomes. The practice is comprised of four distinct elements that span research, workshops, experimentation, and transformation.

Innovation v3 - white slide

Regarding research & trends, we leverage Epsilon’s proprietary data and analytics, first and third party research, emerging companies and established partner networks to research, curate and educate on the latest trends and how it can apply to our clients business.

Our approach is as follows:

Our team identifies a new tech/emerging tech…

1. Track Product/Technology Announcement

2. Measure Velocity of coverage & discussion

3. Conduct Initial analysis & POV outlining potential value/impact

4. Explore outcome impacts & role of tech in the consumer journey

5. Map vertical specific use cases

6. Educate internal teams & external clients

7. Identify early vendor partners and alpha/beta opportunities

8. Conduct Project based experiments

9. Capture & package project based success

10. Build business value case for horizon consideration

Once you have identified your trends its helpful to begin to filter across key macro trend territories, in this case, I am exploring trends that reach across

Empower, Exponential, and Experience.

(JH) What’s really resonating with consumers right now? What should marketers be paying attention too?

(TE) Anonymous personalization through dynamic content, targeted video content, Personalized, connecting the consumer experience across digital to physical & 1:1 messaging that is authentic, provides value and is contextually relevant is key.

Human attention is now a scarce commodity. Attention is a resource – and we only have so much to give. The key to experience design is built around data, content & channels or experiences.

Screenshot 2016-08-29 09.48.19

I like to start with data, it can be 1st party or secondary data sources, but I look for attitudinal, behavioral in addition to standard demographic. Transactional data can also be a key element and consistency of message is key.

(JH) What is the future of connecting with consumers?

(TE) I strongly believe that we will begin to see a convergence over the next few years where elements that enable connection such as social messaging and voice-based conversational user experiences combined with cognitive computing (AI) and immersive experiences such as holographic computing will become interconnected and will redefine how we approach connecting with consumers.

Screenshot 2016-08-29 09.48.40

The key will be to create data designed experiences that empower consumers.

Here is a link to the full video interview kicking off season 7.

c-suite-blackfin360

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REX Executive Roundtables IHRSA Keynote

I recently had the privilege to deliver the Evolution of Experience keynote for the REX Executive Roundtable group at the San Diego Zoo. This was a lead-up event to recent IHRSA 2018 conference.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhance to bring examples relevant for the evolution of experience in the fitness industry.

Here is the full 45-minute keynote.

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations.

Exponential is all about acceleration through intelligent systems. This looks at the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will forever alter the path to purchase.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever changing the retail experience.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge.

It was a great crowd and I really enjoyed the hour with such a highly engaged and interactive group.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

Follow Tom @BlackFin360

Dr. Pepper Media Masters Keynote

I had the privilege of presenting to the Dr. Pepper Snapple Group marketing organization today via a Keynote format on the topics of data & the evolution of experience during their Media Masters event.

The first half of the hour-long talk explored how Epsilon Agency approaches data and data design. Highlighting our work with structured data, our view on the alignment of actioning of data through mapping attributes to dimensions and then highlighting multiple case studies tied to our unstructured data work and machine learning approach.


Then the presentation shifted into the full Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhance and discussed how we will evolve from us inputting into technology, to our environment adapting to us.

Dr. Pepper Media Masters

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations.

Exponential is all about acceleration through intelligent systems. This looks at the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will forever alter the path to purchase.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever changing the retail experience.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge.

It was a great crowd and I really enjoyed the hour with such a highly engaged and interactive group.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

Follow Tom @BlackFin360