BlackFin360 – Innovation To Reality
Tom Edwards is a professional futurist and keynote marketing technology speaker covering data, digital, artificial intelligence, marketing technology and emerging media trends
🌉 This week in San Francisco was a whirlwind! I had the privilege of leading a session on AI advancements at the Microsoft Technology Center in Silicon Valley, followed by a keynote at the EY G360 summit. We delved deep into how AI is transforming the landscape of professional services. Excited for what’s next!
Microsoft Technology Center
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As we approach the Path to Purchase Institute’s Future Forward conference in Philadelphia, my anticipation grows not just for the opportunity to present my keynote, “The AI Effect: Revolutionizing Business, Behavior and Beyond,” but also for the enriching discussions it will spark on the state and future of artificial intelligence in commerce marketing.
In a recent conversation, I shared my excitement about AI’s incredible potential to personalize customer experiences and optimize marketing efforts like never before. The democratization of data and the synergistic power of classic and generative AI open up new frontiers for marketers, allowing for unprecedented levels of personalization and efficiency in reaching consumers.
One fascinating aspect I look forward to exploring at the conference is the interplay between pop culture and technological advancement. We’ll dive into examples like the AI-created intro for Marvel’s “Secret Invasion,” discussing how these cultural phenomena not only reflect shifts in technology but also influence consumer behavior and expectations across different generations.
Despite the rapid advancements in AI, there’s a vital conversation missing from the industry dialogue: the transformational value of generative AI beyond individual proof-of-concepts. The future lies in leveraging these technologies to revolutionize organizational workflows and marketing strategies, moving from isolated successes to comprehensive, value-driven transformations.
Addressing the “AI Effect,” it’s crucial for industry professionals to understand the shift towards a world where algorithms, rather than human-centric strategies, drive relevance. The move from creation to curation and the necessity of upskilling staff to thrive in this new environment are pivotal points for discussion.
Among the numerous innovative applications of AI, the immersive experience of the Apple Vision Pro stands out as a testament to the technology’s transformative potential. Its seamless integration of 3D video, motion-tracking, and gesture-based interfaces exemplifies the shift towards blending digital and physical realities, a theme I’ll elaborate on during my keynote.
The upcoming session in Philadelphia will cover a broad spectrum of topics, from pop culture and content to the evolution of mobile, AR/VR, AI, social media, and the future of human-computer interaction. Join me as we delve into these exciting areas, exploring how they will shape the marketing landscape and beyond.
Don’t miss out on this opportunity to engage with a lineup of outstanding speakers and groundbreaking content at Future Forward, May 13-15.
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Just premiered on CNBC! I join the latest Real-Time Insights segment where we dive deep into how businesses are using AI to drive innovation, streamline operations, and create measurable value. Catch all the latest insights on all things AI. #AI #RealTimeInsights #CNBC
Recently, I had the pleasure of diving deep into the world of Generative AI with a panel of thought leaders hosted at Bloomberg HQ. During the panel, I peeled back the layers on how AI is not just a tool but a force multiplier for today’s marketers. From its transformative potential in media distribution, to its nuanced applications ensuring brands stay ahead, I didn’t hold back. But it’s not all about the glitz and glam of tech. It’s crucial to talk governance, and I delved into the crux of risk management, emphasizing the undeniable importance of Responsible AI. Stay tuned, because this new wave of tech isn’t just a trend, it’s the future, and I’m here for it.
Here is a clip from the panel where I discuss the key aspects of responsible AI. Transparency, Explainability, Accountability, and Fairness.
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Recently, I had the chance to visit CNBC World HQ to record a segment for Real Time Insights. The conversation centered around different facets of AI, such as improving experiences through AI, crafting a value roadmap, and providing practical examples for scaling AI in people, processes, and services. Below, you’ll find a behind-the-scenes glimpse of the day. Stay tuned for the segment’s premiere on CNBC in the upcoming weeks!
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With great excitement, I took the stage in Denver, Colorado, ready to deliver a compelling 60-minute keynote to an audience of 500+ on topic of Generative AI and its profound impact on businesses. Throughout the presentation, I delved into a diverse range of topics, starting from behavioral drivers and opportunity drivers, to the transformative shift from data strategy to knowledge strategy.
Among the highlights were discussions on how Generative AI impacts various functional business units, the necessary changes it brings to our work methodologies, and effective ways of managing it within organizations. Additionally, I addressed the vital aspect of responsible AI and the significance of governance in AI implementations.
During the talk, I emphasized the importance of use case prioritization and explored the ideal data and tech architecture required for a seamless transition from proof of concept to production. I didn’t overlook the significance of security considerations in this transformative process.
Furthermore, I dedicated a portion of the keynote to delve into the future impact of AI, encompassing both physical and digital domains across various industries. It was an enlightening session that left the audience with valuable insights into the ever-evolving landscape of AI and its far-reaching effects.
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Recently, I had the privilege of addressing 90+ top-level executives, delving into the various aspects of generative AI. Our discussions covered a wide range of topics, including the practical applications of generative AI across different industries. We delved into subjects such as establishing a center of excellence (COE), setting up safeguards and guidelines, formulating policies and procedures, mitigating risks, selecting suitable technologies, optimizing data quality, identifying and prioritizing relevant use cases, promoting responsible AI practices, and contemplating the future impact of generative AI on the workforce.
Currently, I dedicate my time to collaborating with Fortune 500 companies, evaluating the influence of AI. My EY role involves aiding clients in devising a strategic plan, comprehending the optimal data architecture, establishing an approach for governance and responsible AI, as well as charting a course to prioritize use cases and execute essential pilot projects. These initiatives span multiple areas such as consumer engagement, supply chain, product innovation, IT, and employee enablement, among others.
During our discussion we talked about why now? This ties into proprietary research I have been speaking on over the years tied to AI. I have researched across generational cohorts, and what is consistent is the primary behavioral driver for why individuals will adopt and engage with intelligent systems it’s tied to ease & convenience.
This leads to four key pillars that are critical to understand the potential impact of Gen AI beyond efficiency gains that also enable ease and convenience for employees and consumers.
1 – Accessible – Generative AI is a major step towards ease and convenience for generation of images and various forms of text-based outputs but also how we work with data and most importantly how we can democratize access to insights like never before.
2 – Enabler – I see Generative AI enabling us similar to how the calculator revolutionized mathematics by simplifying complex calculations and reducing human errors. Generative AI has the potential to impact a much broader range of tasks such as creativity, problem-solving, and decision making.
3 – Knowledge Strategy – Most organizations talk about data and how they drive data driven decisioning. The reality is there are still limitations in how our clients store, action and derive business decision from insights, it’s based on diagnostics vs truly allowing for real-time decisioning and advanced scenario modeling. That is where AI and generative AI can enhance data-driven decisioning in real time that doesn’t require an individual to understand advanced analytics.
4 – Intelligence Augmentation – I am big believer in intelligence augmentation. That this technology will empower versus replace. Roles like data science will evolve from focusing primarily on processing of information and model building, to fine tuning data with a focus on storytelling based on output. The types of data we work with will shift as well.
As we shift from enablement to autonomous actions, Ai will become more capable of generating content, designs, and ideas, the role of human workers will shift from being primary creators to acting as editors, curators, or supervisors of AI-generated content.
In the near-future work outputs will be about combining our creative instincts with AI-generated content to enhance our decision making. One final thing of note, humans still possess superior emotional intelligence and understanding of cultural nuances. The combination of machine-based output + human understanding that will be key.
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I recently had the opportunity to be a guest on the Hamilton Mann conversation. We discussed a number of topics outlined below.
As countries grapple with how to limit global warming and protect natural resources and biodiversity, more companies are growing their own commitments to building SDGs-friendly products, services and supply chains. At this year’s CES, Companies and start-ups touched on a broad range of those efforts while leveraging data and AI as a new normal.
What were some of the most digital innovative products or services that could help the greater interest of society?
How was the sustainability stake taken into account as a value of the digital innovation showcased?
And beyond tech, what are some of the encouraging examples of companies that highlight new digital business models embracing new 5 Ps (aka People, Planet, Prosperity, Peace and Partnership)?
VIEW THE FULL INTERVIEW HERE
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I am incredibly humbled to be recognized with the 2022 Marketing 2.0 – Outstanding Leadership Award. Whenever I receive recognition like this, I am very thankful for the support of my wife, family, and teammates!
I am thankful for the recognition and excited to close out 2022, and I look forward to 2023 and what’s possible!
A full list of industry awards and over 100+ recommendations are available here.
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I recently had the opportunity to share with the Drum my tips for how to write an award entry that would get my attention and my vote.
I am looking forward to the 2022 Drum Awards and congrats to all of the nominees and soon to be winners.
The Drum Awards for Digital Industries rewards the best work, companies and people behind the most effective digital campaigns around the world.
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I’m thrilled to be on this year’s The Drum Awards for the Digital Industries judging panel. These awards reward the best work, companies, and people behind the most effective digital campaigns around the world. You can see my fellow panelists and I as well as request an extension to enter the awards at https://bit.ly/3AhPQSu
Best of luck to all of the nominees!
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I recently had the honor of being recognized as one of the Top 10 Most Inspiring Tech Leaders to Watch for 2022. I am incredibly honored by this recognition.
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I am incredibly grateful to be recognized as the 2022 Dallas Fort Worth Interactive Marketing Association as their Marketer of the Year. I am always grateful to my wife and family for their continual support as well as my network whose support is always appreciated.
Thanks to the DFWIMA Board, members, and everyone associated with the excellence in marketing awards program. Thanks again.
I recently had the opportunity to be a guest on Daily Ad Brief’s “Digital Champions” show. In this 6 min interview, we cover a lot of ground on the topics of data, AI, and future trends.
WHAT IS YOUR COMPANY ELEVATOR PITCH WHEN TALKING ABOUT YOUR COMPANY?
OHG is the largest medical communications network in the world. BlackFin360 is my professional futurist speaking platform
WHAT IS THE BIGGEST CHANGE IN MARKETING THAT YOU SEE COMING IN THE NEXT 2 YEARS?
Shift from contextual marketing to predictive based on intelligent systems, that and the seamless blending of digital & physical reality
WHAT IS ONE TIP THAT YOU WOULD GIVE WHEN IT COMES TO DIGITAL MARKETING?
Understand that data is fuel for AI, and having a deliberate approach is key
WHAT IS THE MAIN PAIN POINT THAT YOU SOLVE FOR YOUR CUSTOMERS?
Omnichannel communication, actioning data, Future-proofing business through emerging tech, integrating AI.
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I am incredibly grateful to my teams, my peers, and my family for all of their support as the OnCon awards are purely peer driven. Having the respect of these individuals and seeing that manifest into a physical recognition is incredibly humbling. I am now a 2x Top 10 Marketing Award winner with OnCon.
2021
2021 is the first time I was awarded the Top 10 Marketer Award. This event was virtual vs. in-person. There were over 200 nominees for this award.
2020
2020 was the first time that the format for the awards shifted from categories to Top 100 and Top 50 Marketers. I was awarded as a Top 50 Marketer by OnCon.
2019
2019 was my first year participating with OnCon and what a first year it was! The competition was intense and I was awarded the Marketing Trailblazer award (9 nominees) and the Marketing Contributor award (3 nominees). My wife had an opportunity to join me which made it even bettter!
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This episode features an interview with Tom Edwards, Chief Digital and Data Officer at Omnicom Health Group, the largest healthcare marketing and communications network in the world. Prior to Omnicom, Tom served as Chief Digital and Innovation Officer at Epsilon. Tom has been named one of the Top 50 Most Influential Business Leaders in Technology and a Top 10 Global Marketer Award winner by OnCon this year.
On this episode, Tom talks about transparency in decision making, how to organize massive amounts of data in order to derive insights, and how to determine the ideal communication strategy for a target audience.
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Timestamp Breakdown
*[3:38] Merging Digital and Data
*[5:10] Making the most out of data assets
*[6:38] How to strategically enable teams
*[8:03] Predictive decisioning and the cookieless future
*[9:30] Making massive data sets actionable
*[11:47] Omnicom Health Group’s data architecture and tech stack
*[15:27] Creating common language across the organization
*[20:13] Looking to partner with leaders in data-driven organizations
*[23:14] Preparing for a shifting data landscape
*[26:24] The importance of transparency as a leader
*[29:23] Finding a mentor and sponsor
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I recently had the opportunity to deliver the opening keynote for the Vii Health Next Pharma Summit AI & Personalization Masterclass event.
I presented the full evolution of experience and how to shift towards an experience mindset keynote. The talk highlighted how emerging technology and consumer behavior blur the line between physical and digital reality and will end on how you and your organization can prepare for accelerated change.
Here is the fully produced talk.
Previews of the event.
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I am excited to deliver the opening keynote for the NEXT Pharma summit AI & CX masterclass powered by ViiHealth.
The event kicks off on October 20th, with my keynote following shortly after the open. The event will take place over the 20th and 21st and will be delivered via an immersive 3D experience.
I will be presenting the evolution of experience and how to shift towards an experience mindset. This talk will highlight how emerging technology and consumer behavior blur the line between physical and digital reality and will end on how you and your organization can prepare for accelerated change.
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I am very grateful to be recognized as a Top 100 Marketing and Advertising Leader during the 2021 MARsum Marketing, Advertising & Retail Summit. When I receive recognition such as this I am very thankful for the support of my wife, family, teammates, and everyone in my network.
A full list of industry awards and over 100+ recommendations are available here.
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This is my second stint with Omnicom. The people, culture, and data platform Omni are a big reason why I came back. I sit down with the OMC Hive Podcast to discuss why Omnicom, what’s Omni Health, the future of tech, and fun things like mascots, #gaming, the military, and more.
In this episode, Tom Edwards, Chief Digital Officer of Omnicom Health group, talks about his background, the launch of Omni Health and what it means for our people and clients, and what exactly brought him back to Omnicom.
You’d be hard-pressed to put Tom into a box. From launching some of the first in-game content tied to the web to jumping out of planes in the Army, he’s finally landed at Omnicom Health Group.
But his diverse career trajectory is serving him well, as his background across industries and from his first stint at Omnicom at The Marketing Arm allow him to weave together data, creative, and a little bit of fun.
Plus, hear the stories behind these awesome photos and learn what to look out for when you’re predicting the next big thing in tech.
Today is the official launch of Omni Health! It’s been a fast and furious transition into Omnicom Health Group. The team, leadership, and data assets are amazing. We wasted no time working towards an accelerated launch of Omni Health. It was great to take the data experience gained from my time with Epsilon and take it to another level with Omnicom.
Omni Health is a unique extension of Omnicom’s people-based precision marketing and insights platform, Omni. It’s the first and only end-to-end healthcare-centric data platform designed for the specific requirements of healthcare marketers and clients, especially around privacy compliance.
It takes this prescribing data, physician data, medical and pharmacy claims, and coverage data and integrates it with Omni’s vast consumer data. This includes demographics, purchasing behavior and media consumption. Omni Health will house all of this within a single, intuitive user interface, and with critical data privacy safeguards built right in.
Omni Health not only has the power to provide insights into healthcare practitioners’ prescribing habits and patterns, it can also reveal behavioral factors that motivate HCPs not just as professionals, but as people…in essence, the human side of healthcare decisioning.
From a consumer standpoint, Omni Health will enable the identification of patient cohorts based on health status, allowing us to design more individualized communications along the patient health journey.
Most excitingly, Omni Health will help us uncover connected insights across HCP and consumer audiences, allowing for concurrent and synergistic campaign planning. With different medical conditions, Omni Health will also help us highlight purchase behaviors, geography, and other important customer dimensions, helping us determine what marketing activity or message needs the most emphasis, and in which channels.
In short, Omni Health really will unlock the potential for creating true omnichannel experiences.
Here is the Press Release announcing the launch as well as Business Insiders exclusive coverage.
I recently had the honor of being recognized as one of the 2021 50 most influential business leaders in tech. I am incredibly honored by this recognition.
I was incredibly humbled to be recognized as a 2021 OnCon Icon Top 10 Global Marketer award winner. I am truly appreciative of everyone who supported my nomination. There were 150 overall nominees and the support of my network really delivered this top 10 award and I am so grateful.
I am very grateful to have been a part of the 2021 OnCon Icon awards and would highly recommend nominating your peers for potential recognition in 2022. I am also very thankful for the support of my wife of 20+ years. I wouldn’t receive this type of recognition without her contributions and personal sacrifice. Thanks again to everyone and to Sean Tomarelli for putting on such a great and memorable show.
I recently had the opportunity to virtually meet with Bryon Morrison, the CEO, and Co-founder of Proxxy, to discuss the topic of “Are you driving the narrative about your online reputation?”.
Bryon moderates our discussion. We dive into the topics of personal branding, the story behind BlackFin360, tips for finding time to focus on content creation, the value of building an online reputation, the difference between personal reputation vs. business reputation, and recommendations for all executive levels in the following video.
I was incredibly humbled to be recognized as the 2020 Digital Marketing Professional of the Year during the recent CX Digital Summit. When I receive recognition such as this I am very thankful for the support of my wife, family, teammates, and everyone in my network.
Next up are the 2021 OnCon Icon Awards in January where a number of you voted and I am incredibly appreciative of your support. Beyond that I am also being recognized by MADCON in 2021 and hopeful we can get back to in-person events by mid-2021.
I am thankful for the recognition and excited to close out a chaotic 2020 and look forward to 2021 and what’s possible!
2020 Digital Marketing Professional of the Year (Global) – Recognized during the 2020 India CX Digital Summit as the Digital Marketing Professional of the Year.
A full list of industry awards and over 100+ recommendations are available here.
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I recently had the opportunity to speak to an amazing Indian audience during the 2020 CX Digital Summit. I delivered an updated version of the Innovation To Reality Keynote focusing on CX and how consumer behavior drives engagement.
The talk focused on the impact of Gen Z consumer behavior and their expectations tied to the camera as a bridge to intelligence. Then, we discussed what I consider the five levels of autonomy and how CX experiences will evolve at each stage. Finally, we dive into the behavioral drivers that will create the shift from mobile being the primary way we interact with technology to our environment adapting to us.
It’s fun to deliver keynotes at 1 am! It’s worth the lack of sleep to engage with audiences across the globe!
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Leo Clifford of the Telco Global Forum wrote a recap of my recent Innovation To Reality talk here it is reposted below.
Empower. Exponential. Enhanced. These are the three words that Tom Edwards of Blackfin360 – a data-driven digitally centric marketing technology executive and professional futurist speaker – uses to describe the evolution of experience as the innovation scene evolves. He calls it ‘innovation to reality.’ Tom recently spoke at the Telco Global Forum event. In his talk, he mentions them as elements that can help drive business and digital transformation.
“Empower is all about consumer behavior influencing technology. Exponential is all about the role that intelligence systems are going to play. And Enhance is all about simulation. These are the foundational elements to align consumer behavior and emerging technology and its impact on business and digital transformation.”
– Tom Edwards
For Tom, it starts with understanding consumer behavior and how it affects technology. He estimates that 40 percent of the consumer market consists of Generation Z – the demographic of people born between the years 1996 and 2010. “They are the first mobile-first generation. They learn to swipe before they learn to speak. Businesses must understand that affinity and behavior and how it affects technology.” He says.
Today, we are heading to an age of emerging technologies that these consumers will interface with daily, and it is vital to understand how to connect with them at these various points. One popular emerging technology is the voice assistant technology installed on phones.
Alexa, Google, etc. are the first stage of autonomy in intelligent systems. From the research Tom has done across generations, one particular thing is consistent about why people will adopt intelligence systems into their everyday lives. “That is ease and convenience,” he says. These systems serve as delegates onto which people can delegate simple tasks. So they serve as a bridge between consumers and businesses such that ultimately, the mobile device will no longer be the primary means of interacting with technology. Therefore, organizations need to examine these systems and figure out how to communicate and have conversational experiences with them.
Tom expects that an increase of these proxy-like systems will “require understanding how to provoke emotions from systems” as it is quite different from humans because we will be moving from a human consumer-centric way of marketing to one that is system-based.
Businesses have data assets they possess and manage internally. The first step is understanding these assets. However, that is not enough. According to Tom, “90% of the information around consumers is unstructured”. They are found on the open web and in conversations online. Artificial intelligence can play a role in expediting the understanding of what is happening. Lastly, businesses want to understand intent signals. These are indicators that identify users who are actively reaching their line of products, and it is tied to search history. Ultimately, businesses want to make sure that they structure data in such a way that they are consequential across not only traditional search but voice ecosystems and spatial computing. All of these things are interconnected. Therefore, it is vital to have a thorough understanding of what information is available, what is usable, and why.
In the voice assistance technology sector, Google wants to make the assistant in such a way that tasks are set up as real-life scenes, thus turning the whole delegation activity into a seamless experience for the user. An example of this is Google Duplex – a new technology woven into the Google Assistant – that reserved an appointment and rented a car! Tom postulates that with systems like these evolving, what we will begin to see is a virtual assistant acting as preference centers.
With the ever-present connectivity that the emergence of 5G networks will provide, edge computing – i.e., location of information processing where people produce or consume that information – in the form of building smart cities that can process data locally and instantaneously will become a reality. While the focus has been on the disruption happening in various industries as a result of these different technologies, it will move to the convergence of these intelligent systems, which will be powered by artificial intelligence that is fuelled by data. That data is what is going to enhance the experiences as they evolve. Training the machine learning models that drive these technologies will involve tons of data so that they can further improve user experiences.
Eventually, it is not going to be enough to create experiences for traditional desktop and mobile in digital marketing. Voice, vision, and touch are the new modalities that will drive the future of experience, and these are what businesses will need to pay attention to succeed.
In light of these new modalities that are poised to drive the future of experience and digital marketing in businesses, how do you adopt these emerging technologies in your organization? “I follow a 70 to 20 to 10 kind of approach,” Tom advises. Seventy percent of your investment should be on tried and tested technologies that are going to stimulate business and digital transformation, 20 percent for technologies that are novel but you can prove some type of return based on the core objective you are trying to apply and 10 percent or less for technologies you are making educated guesses.
“It is incredibly important to have a three-year road map,” he adds. In addition to the traditional four Ps – Product, Price, Place, and Promotion – of marketing strategy, he includes four additional Ps, namely, Plan, Predictive, Proxy, and Pervasive. Plan refers to your data strategy. Predictive involves knowing that data is going to drive a lot of predictive decision making that will get to a point where it can predict human behavior and subsequently lead to the third P, Proxy. Proxy involves understanding that virtual assistants will become proxies or deputies, communicating, and interacting with each other on our behalf, scheduling, and handling tasks. Lastly, Pervasive, you want to understand that you are designing experiences — pervasive experiences — namely touch, vision, and voice that will go beyond traditional desktop and mobile.
In summary, it is about doing what is working today. Next, examine the future experiences that are going to influence behavior and drive business and digital transformation that this article has discussed. Look out for use cases in other industries that you can apply to your business based on your objective and experiment. Finally, review what the 90 percent of your investment has accomplished, what is ultimately coming, and make educated bets on other technologies you want to explore.
Tom’s Innovation to Reality talk is available here at the Telco Global Forum.
If you’d like to contact Tom Edwards directly you can find him Here at Blackfin360 or linkedin.com/in/tedwards
Futurist Tom Edwards recently joined Jonathan Lewis Trembley, Founder of Gretrix, and host of the E-commerce Business Podcast to discuss the latest trends in e-commerce. From applications of AI, dynamic product descriptions, to the role of gaming. Check out the six-minute interview.
I will be speaking on the topic of innovation to reality during the upcoming Telco Global Forum online event. The event runs from September 2nd – 4th, 2020.
Get your free pass today: https://www.telcoglobalforum.com/?usr=14
You’ll learn from an incredible lineup including myself and over 20 technology leaders sharing their #1 tactics on digital transformation challenges:
And much more…
See you soon!
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I recently had the opportunity to join Thiago Desouza on his Business Access Podcast. We had an incredibly in-depth conversation across a variety of topics. From passions that have driven my career, technology, and marketing impact post-pandemic, gaming, GenZ, generational gaps, and the future of consumer experience. Timestamps and topics below.
1:25 – Tom Edwards Career Overview
2:50 – Discussing Core Passions
4:10 – Where are we today technology wise compared to Star Wars?
6:15 – How does it feel when you create a pathway to success for a client?
8:30 – Discuss Professional Speaking & Innovation to Reality
11:00 – How do you feel technology is going to advance post COVID pandemic?
14:33 – What can businesses do and where should they focus post pandemic?
18:00 – Communication, Communication, Communication is vital…
21:30 – How have international businesses been responding?
23:00 – Across industries, what techniques and methods work well broadly?
26:15 – Generational Gap & Gaming
29:00 – Experiences like Pokémon Go prep future adoption
30:30 – What happened to Google Glass? What’s next?
33:30 – If a client/business asks how can I make it happen?
36:55 – The role of personal branding
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I had the distinct pleasure to join Jeffrey Hayzlett on the All Business show. We had a great conversation discussing topics such as marketing and advertising shifts due to COVID19, shifts in consumer behavior, adaptive digital strategy, the role of AI, gaming + marketing, connecting with GenZ, emerging technology, and 2020 trends.
1:30 – Discuss how brands (w/ examples) are shifting marketing and advertising due to COVID19?
8:00 – Discuss how the consumer decision journey has evolved for everyone.
12:00 – Discuss gaming + marketing = Tripleclix.
15:30 – Discuss behaviors that impact technology adoption.
18:10 – Thoughts on marketers attending live events in 2020.
19:40 – Technologies that lead us into the near future.
The audio podcast version just posted as well via All Business Show.
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Futurithmic published my latest article covering how GenZ is thriving in quarantine. GenZ is more comfortable with physical isolation. They were part of the first mobile-first generation, and they learned to swipe on a device before they learned to speak.
Connecting with friends through Facetime, or through Discord while playing their favorite games is second nature for them and quarantine will feel like an extended vacation to connect with friends and dive deeper into all forms of entertainment, especially gaming.
This article references how the gaming industry is responding to increased demand, network strains in online gaming, and examples for how different entities are adapting to shift from physical events to digital.
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.
I have the pleasure of working with the Futurithmic team to write a number of articles in 2020discussing the future of 5G and it’s potential impact on various forms of entertainment.
This article explores how 5G will evolve experiences within theme parks and exhibits, enhance wayfinding through computer vision and augmented reality, enable enhanced proximity-based content experiences, digital simulation, and ultimately enhance movie theaters.
This is the second in the series and here is a link to the full article on Futurithmic.com
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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
I have the pleasure of working with the Futurithmic team to write a number of articles discussing the future of 5G and it’s potential impact on entertainment.
Thanks to everyone that interacted with the post on LinkedIn as it’s been trending in #5G today.
This is the first in a series and a repost from Futurithmic… Here is a link to the full article.
This article is the first in a series that will explore the role of 5G and its potential impact on various forms of entertainment.
For consumers, 5G will bring improved stability and portability of experiences – faster download and data streaming of high-resolution video, lower latency response times for augmented reality experiences, and the ability to experience highly immersive events. It will be possible to seamlessly watch and interact with live events with friends from anywhere in the world.
Today, live entertainment experiences are designed around being physically present at an event. A lot goes into the delivery of live entertainment, from sporting events to concerts, and a majority of these experiences are designed for fans at the venue. But 5G will represent a monumental shift in how we watch and interact with live entertainment in the coming years. With speeds up to 20 times faster than 4G, 5G may revolutionize the game-day experience, seamlessly connecting the in-stadium experience with your location of choice anywhere in the world.
Last year in the U.S., almost 437 billion minutes were spent watching the NFL and college football. That’s nearly 2 billion minutes a day. And when combined with events such as the Super Bowl and the 2018 Winter Olympics, that number doubles. The draw of live sporting events represents an opportunity to enhance experiences from passive viewing of linear live experiences to enhanced viewing through 5G-enabled devices.
5G will represent a monumental shift in how we watch and interact with live entertainment in the coming years.
From life-size digital versions of star players to live stats overlaid onto the field of play, 5G will allow for low-latency enhanced experiences that provide control to the end consumer to completely customize their game-day experience in any way they like.
For example, they could control concurrent video streams of the action through their mobile devices in a stadium. They may even customize virtual reality experiences, in which their eyes control contextual hotspots from within the device to change camera angles, similar to experiences delivered through Fox Sports.
We also saw examples of immersive live entertainment at the 2018 Winter Olympics in Pyeongchang, Korea, with in-stadium augmented reality experiences. We can expect even more enhanced experiences with the 2020 Olympic Games in Tokyo, Japan, as there are plans to deliver 8K enhanced video streams.
Being a fan of the Oklahoma Sooners, I jumped at the chance to watch a game via virtual reality. The ability to control the viewing angles and enjoy enhanced digital overlays made for a unique and compelling viewing experience. Imagine if this was enhanced via 5G, allowing for even lower latency and co-viewing opportunities?
Major sports leagues and teams have already partnered with Verizon to enhance the in-stadium experience via 5G. The NFL and Verizon are working with 13 stadiums across the U.S. for the 2019-2020 football season, focusing on seated areas and select spots in and around the stadiums.
The NBA and NHL have also partnered with Verizon to enhance their live experiences. NBA teams like the Phoenix Suns, Golden State Warriors, Denver Nuggets, and NHL’s Colorado Avalanche have all embraced 5G solutions. Madison Square Garden, home of the New York Knicks and New York Rangers, is also rolling out 5G experiences to support both live sporting events and concerts.
Leagues and venues are focused on creating compelling and enhanced experiences. This is critical as traditional viewership shifts towards more interactive mediums, such as gaming and over-the-top services.
Concerts are another form of live entertainment that can benefit from 5G enhanced connectivity. Lower-latency response times combined with mobile edge computing can revolutionize the use of open-air holograms, projection and object-mapping technologies to create larger-than-life experiences that bend the rules of reality.
But it’s not just live concerts that can be enhanced via 5G technology. The ability to sell “virtual tickets” to attend stage side, control camera angles, enjoy behind-the-scenes interviews with band members and more could form new revenue streams for artists.
An example of a virtual concert that could be enhanced by 5G is the recent collaboration between EDM superstar Marshmello and Epic Games, the creator of the wildly popular Fortnite video game. Recently, Marshmello held a virtual concert that more than 10 million people attended virtually, in-game. A 5G-enhanced connection combined with cloud gaming services could increase that number exponentially when players are untethered from their consoles and PCs.
Over-the-top content providers and solutions have gone from add-ons to traditional cable to the flavor of choice for many Americans. With the commercialization of 5G, the consumer will have even more control over how they view their favorite programs, including live television events such as sporting events.
Over-the-top providers like YouTube TV have been experimenting with augmented reality enhanced overlays and advertising, such as YouTube TV’s recent collaboration with Major League Baseball and the World Series. Now with multi-access edge computing, data processing power at the edge of mobile networks, plus lower latency, we will see an increased throughput of streaming media and (OTT) services.
There is a correlation between the device screen size and the amount of time spent streaming.
5G over-the-top media consumption will also have an impact on device form factors. At CES 2019, I saw several foldable phone form factors. Why would you need a foldable phone, you ask? Consumption behaviors are directly tied to screen size. There is a correlation between the device screen size and the amount of time spent streaming. More bandwidth, combined with faster download times and more options to consume and interact with live content, means that enhanced OTT services will become the new normal. Consumers might enjoy having the choice of a compact screen that can unfold to a larger screen size.
The commercialization of 5G technology combined with mobile edge computing and the democratization of enhanced reality technology (augmented and virtual reality) will not only impact how we work, but it will also have a significant impact on how we spend our free time.
In future installments of this series, we will explore 5G’s ability to enhance entertainment and the idea of ambient entertainment.
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Follow @Futurithmic
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.
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
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:
Here is a link to the final presentation. Book Tom for your event today
Follow Tom @BlackFin360 on Instagram, Twitter, YouTube & connect via Linkedin.
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.
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.
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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.
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
I recently provided commentary to Advertising Age discussing the recent shift in naming convention for Google’s operating system from dessert-themed names to a more traditional numbering system as well as commentary on the new Google Android branding.
Tom Edwards, chief innovation officer at agency Epsilon, says that “although the dessert names and the subsequent tie-ins to different snack brands was charming, it was difficult for consumers to track changes from one version to the next.” He adds: “Moving to a number-based system gives visual cues on the current version while also building urgency to upgrade.”
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.
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.
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I recently provided commentary to AdAge tied to Mixer’s recent exclusive deal with eSports celebrity Ninja. Below is my full commentary tied to how Mixer differs from Twitch, how Mixer is positioning itself with brands, why Mixer is investing in Ninja,
Here is my full commentary RE: Mixer & Ninja’s Move.
ADAGE – WHAT DOES MIXER DO BETTER THAN TWITCH?
TOM: I have personally been streaming via Mixer (TheBlackFin) much longer than Twitch. I actually preferred Mixer over Twitch as I was primarily an Xbox console gamer and the close integration with the Xbox interface was a great way to quickly and easily stream. You also get USB camera support with Mixer vs Twitch on Xbox.
One of my personal favorite features that Twitch actually just recently rolled out only to Twitch partners is co-streaming. This allows up to four players to stream to a single location. So if you are running a full squad in a first-person shooter you can let your viewers see each player’s POV.
The other feature that I really like is Mixer focuses on time and interactivity vs. just currency to support streamers. Interactivity between streamer and audience is key, allowing your viewers to help direct key decisions.
Mixer’s recent platform update introduced a number of key elements to support time on platform that converts to support for streamers vs. using direct cash so the motivation to naturally engage longer on the platform is a key point of difference. Basically, the cost to the user is less about spending dollars but dedicating your time to show support.
With Mixer, they allow streamers to offer special controls to their viewers, like use X weapon against the boss and allow them to vote. This has been one of Mixer’s biggest points of difference from day one.
RE: Money, Twitch has badges, emotes, and you can have ad-free streams by subscribing to a streamer as well as subscriber-only mode but all of this is directly tied to cash. You are essentially buying accessibility. With Mixer its more about time. The platform rewards viewers for spending time on the platform. Viewers earn all types of virtual rewards just for watching including the key currency Sparks, which allows you to have interactivity with streams.
Mixer does now have a premium currency similar to Twitch that allows users to support streamers called Embers, but it’s not required for interactivity whereas with Twitch its pay to play.
ADAGE – HOW IS MIXER POSITIONING ITSELF WITH BRANDS?
TOM: Mixer brings in around 20 million visitors every month and these are key demographics that brands want to connect with but the ability for a brand to partner directly with Mixer to drive a connection, create a co-branded experience and advertise directly through Mixer is not a viable option at the moment. It looks like Mixer is taking steps to drive more active engagement through the platform and as the audience continues to grow and engage it will eventually open up more direct opportunities for brands directly.
Without an advertising model across Mixer it’s more about the individual relationships with streamers and brands directly, similar to Ninja’s Red Bull sponsorship and product placement in his streams.
Mixer is not directly positioning with brands yet. They are solely focused on growing the community and providing authentic invaluable content for consumers. Ad revenue and the structure around it is future state.
ADAGE – WHAT IS THE AD BUYING PROCESS LIKE?
TOM: No ad buying process on Mixer, brands have to take an “influencer” style approach to reaching audiences on Mixer, that’s through the individual streamers vs. through the platform.
ADAGE – EARLY DAYS, WHAT ARE YOU SEEING/HEARING IN TERMS OF PRICE VS. PERFORMANCE WHEN BUYING ON MIXER?
TOM: No price vs. performance as of yet, but moving forward I would keep a close eye on how Mixer evolves the platform as the shifts and changes they are making are setting up for engagement as a core KPI. Also, all of the positioning and having Mixer in the center of how gaming will evolve with cloud-based services, xCloud, Scarlett (Next Box) and cloud services, Mixer might be an upstart compared to Twitch and YouTube, but they are sitting in a great position on the coming horizon and bringing Ninja over is a good commitment to kick-starting their move towards taking share.
ADAGE: WHY IS MIXER INVESTING IN NINJA?
TOM: Ninja made a lot of sense, not because he is the “best” gamer today as he is not at the top of current players, but his name recognition, ESPN cover athlete and recognition is key to drive buzz around the exclusivity and impact of the deal. Ninja has primarily been a PC player, so for Ninja this makes sense as it pulls in a different audience segment as Mixer has primarily been a Microsoft/Xbox streaming service so it drives more direct connection with console gamers.
Also, Microsoft is focused on blurring the lines of gaming moving forwards between PC and Console players. With xCloud, Xbox Game Pass that opens up cloud-based libraries of games for both PC & Console, it makes a lot of sense to begin to build towards positioning with exclusivity with Ninja.
ADAGE – IS THERE ANYTHING ELSE YOU WOULD LIKE TO SHARE?
TOM: All of the positioning and having Mixer in the center of how gaming will evolve with cloud-based services, xCloud, Scarlett (Next XBox) and cloud services, Mixer might be an upstart compared to Twitch and YouTube, but they are sitting in a great position on the coming horizon and bringing Ninja over is a good commitment to kick-starting their move towards taking share.
I was recently honored by Strathmore Worldwide as their 2019 Professional of the Year for both the Marketing and Emerging Technology. I am incredibly humbled and appreciative of the award.
Follow Tom Edwards @BlackFin360 via YouTube, Instagram, and Twitter
In honor of Amazon Prime Day, I wanted to highlight a book that I recently contributed to called Disruption, Preparing for Tomorrow.
I recently had the opportunity to deliver the opening keynote at the U.S. Chamber of Commerce in Washington, DC during the Innova-con conference.
I provided a tour of tomorrow and highlighted the coming waves of technology based on consumer behavior. The talk discussed disruption and adaptation with concepts, implications, and success strategies based on my Innovation to Reality content series.
All of the conference content was then edited into the Disruption – Preparing for Tomorrow Book Release. Copies are available via my Amazon Storefront.
I am incredibly honored to be recognized as a 2019 Tech Titans Technology Advocacy Award nominee. Tech Titans is a great organization and I am very appreciative of the recognition for thought leadership & tech advocacy work.
Congratulations to the other three finalists and looking forward to the event.
I recently had the opportunity to join the NextGen Ninja Show. Host Kory Farooquie and I discuss a number of topics from data, humans over hype, humans vs. AI, dealing with disruption, GenZ, the future and more.
Follow Tom Edwards @BlackFin360 via Twitter, Instagram, YouTube
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.
Follow Tom on Twitter/Instagram/YouTube @BlackFin360
I was recently asked my opinion by Advertising Age about Spotify’s recently announced voice-enabled audio ad experience. The user could receive a voice-enabled audio ad promoting a playlist or podcast while listening on the mobile app. The ad encourages new content that can be accessed by saying “Play Now” Here is the recently published article.
Here is my full commentary below.
(Advertising Age) In a sentence or two, what is your initial reaction to the news?
(TOM) I was excited when I heard the news. I am a big believer in designing multi-modal experiences and further extending the mobile experience via voice is a smart move, especially for an audio focused experience like Spotify.
What sort of hurdles, if any, do you see with technology such as this?
(TOM) The hurdles are less about the technology and more about ensuring that the user is setup to have a seamless and successful launch of the experience. With the user microphone permission being an additional step it may cause some to skip or miss the experience.
Do you believe this is something consumers want? Why or why not?
(TOM) Consumers want ease, convenience and while listening to Spotify to be entertained. If the voice ads are relevant and based on the affinity of the listener then this could be seen as a value ad, but some education or step by step instructions may be required for some users, especially if they have to adjust settings on their device. For most, it will not be an issue, but preparing for all user scenarios and a frictionless path for consumers will be critical to driving engagement.
Is there anything else you would like to add?
(TOM) There is an opportunity for a voice-based advertising experience. Smart Speaker experiences have been very deliberate not to integrate voice as the focus has been on user adoption. There is a precedent for the Spotify “play now” experience with Siri Shortcuts and how they extend native applications via voice. Consumers can set their own intents via Siri to activate a specific action within an app. The Spotify experience adds a monetization angle to the experience.
Follow Tom Edwards @BlackFin360
I was recently in LA and sat down with Chris Erb, founder of TripleClix, an amazing boutique video game marketing agency. I have known Chris for almost a decade and we have collaborated on a lot of fun programs over the years.
When Chris asked me to be guest #1 on his new podcast I jumped at the chance. We talk about the gaming industry and what it means for marketers, the future of gaming and consumer experience and a healthy debate about the Seattle Supersonics leaving for Oklahoma City. That and so much more. Enjoy!
Listen via Spotify
Listen via Apple
Follow Tom @BlackFin360 & Follow Chris @ChrisErb
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
Here is a fun “trend” recap video that highlights Pet VR, Smart Meats & Outsourced Relaxation.
Follow Tom Edwards @BlackFin360
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.
Follow Tom Edwards @BlackFin360
I recently had the opportunity to be a guest on the Tonya Hall show. Tonya is a contributor to CBS Interactive properties such as ZDNet and Tech Republic.
Our discussion touches upon a number of currently trending topics such as artificial intelligence, spatial computing, voice assistants, proxy marketing, digital twin, 8K and much more.
Recently, I was awarded the 2019 OnCon Icon Marketing Trailblazer & Marketing Contributor awards. Post-event, I was interviewed by the OnCon team and we discussed a number of topics such as what it meant to win the awards, what put the nominations over the top and recommendations for 2020.
The full interview can be read via OnCon
Below is a repost of the interview questions.
What does it mean to you to be voted on as the winner by such an esteemed jury of your peers?
It was an honor just to be nominated. To know that such an esteemed jury of my peers gravitated towards me as a candidate is incredibly humbling. I have an immense amount of respect for the members of the jury and the other nominees across categories. I am grateful that the jury felt my contributions to the industry were worthy of recognition. Thanks again to the jury!
You had some very tough competition in each of the categories. How does it feel to be recognized over such an amazing group of your peers for the two wins?
With a field of 9 incredibly talented nominees, the trailblazer category was highly competitive! Each nominee represented great credentials and accomplishments and each individual brought a unique perspective and examples for how they are driving innovation and creativity. To hear my name called was surprising, exhilarating, and satisfying at the same time.
What do you feel put your nomination over the top?
I would assume that my passion for creating content and speaking regularly as a marketing technology futurist for the industry over the past 11 years at Blackfin360.com combined with a near obsession for the intersection of consumer behavior and emerging technology were factors in the marketing contributor award.
For marketing trailblazer, having a natural predisposition towards aligning trends, use cases and emerging technology into solutions that drive clients business were key contributors. From publishing yearly trends, covering key events, mapping trends for clients, developing products and solutions, speaking regularly at industry events and applying the latest technology in new and compelling ways was hopefully impactful for the jury.
Would you recommend your peers to apply for nomination, and why?
I would highly recommend that anyone in the marketing space recommend their peers for an OnCon Icon honor. Many awards today are tied to organizations and marketing campaigns. The OnCon Icon Awards provides the opportunity to recognize organizations and individuals for their contributions to the industry and have their peers recognize individual contributions in addition to company recognition. It’s a great mix and I was incredibly excited for both my organization and for the opportunity to pick up individual awards as well. Apply for, or be reminded to apply for the 2020 Awards here.
How would you describe the awards evening?
The event was held at the Gaylord Palms in Orlando, Florida. The venue in and of itself was impressive and a great location for an awards event. From the pre-event mixer to the red carpet with my wife, the energy continued to build as we prepared to settle in for the awards presentations.
I was immediately impressed by the brands represented and how senior the individuals were. This added to the friendly competitive atmosphere as there was a mutual respect but also a strong desire to win.
When it came time for the awards the pace of the evening was well kept and when my name was called it was a quick jaunt to the stage with a live band playing intro music. Having an opportunity to thank my wife, the jury, the other nominees and my team made the win more meaningful. I appreciated the opportunity to thank those who have made such an impact on my career over the years and are incredibly supportive.
It’s been a few days since the event, any final thoughts?
I am very grateful to have been a part of the 2019
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I recently had the opportunity to deliver the opening keynote at the U.S. Chamber of Commerce in Washington, DC during the Innova-con conference.
I provided a tour of tomorrow and highlighted the coming waves of technology based on consumer behavior. The talk discussed disruption and adaptation with concepts, implications, and success strategies based on my Innovation to Reality content series.
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I was recently nominated for multiple awards by OnCon for their 2019 OnCon Icon awards. Marketing Trailblazer, Contributor, and Icon.
As the event unfolded last night I was incredibly grateful to have my wife Cherlyn by my side. As the awards were being announced I was honored to be included with the many other nominees who have made such impactful contributions.
At the end of the night, I was awarded 2 awards and couldn’t be happier or more thankful for my team who helped me achieve this recognition. I love sharing information about the intersection of emerging technology and consumer behavior. Seeing people use this information to grow their businesses is very fulfilling.
Marketing Trailblazer (9 nominees) exhibits innovation, pioneering, and successful creativity.
Marketing Contributor (3 nominees) value to the industry for sharing thought leadership.
Here is a post-ceremony interview with the OnCon team.
Thanks again to OnCon and of course my wife of almost 20 years, Cherlyn for all of the support.
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I recently had the privilege of joining Nathan Eckel as a guest on his BeTheTalk podcast series.
We talked about the near future, artificial intelligence, spatial computing and my preparation approach for TEDx.
You can hear all of episode 320 BeTheTalk podcast interview here:
Time Stamped Show Notes
[01:08] – Behind Tom’s talk called “The Evolution of Experience”.
[02:29] – Empower, Exponential and Enhanced.
[07:26] – Some of the things that Tom and his team is doing to help major corporations.
[09:28] – Tom explained different types of Artificial Intelligence.
[11:27] – The Blitz Round with Tom Edwards.
[16:10] – Tom Edwards’ final word of advice.
Facebook Live Recording of the Evolution of Experience BeTheTalk Podcast.
BeTheTalk is a 7 day a week podcast where Nathan Eckel chats with talkers from TEDx & branded events. Tips tools and techniques that can help you give the talk to change the world at BeTheTalk.com !
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Full Speaker Bio https://blackfin360.com/speaking-engagements/