Follow Tom Edwards @BlackFin360
Follow Tom Edwards @BlackFin360
TA Expert Interview Series featuring Tom Edwards of The Marketing Arm
Tom Edwards, the Executive Vice President of Strategy and Innovation here at The Marketing Arm, was recently invited to be a guest on the TechnologyAdvice Expert Interview Series to share his insight on the digital marketing landscape. The series, which is hosted by TechnologyAdvice’s Clark Buckner, explores a variety of business and technology verticals through conversations with industry leaders.
Edwards joined Buckner to discuss modern day digital, social, and mobile innovations, the importance of bridging technology and marketing, and the four core elements that bring a campaign to life.
Below are a few of the highlights from our conversation:
TA: Tell us about what life is like at TMA and some of the projects you work on everyday.
Tom: At The Marketing Arm, we’re really a consumer engagement agency, so that touches a wide range of project types. Everything from digital, to promotional, to talent, to production, to just a number of different types of projects that come across my desk on any given day.
I’m a part of the digital engagement division and we service about 16 core clients, everything from Exxonmobil, to GameStop, to name just a few organizations. So over the last 15 years, my role within the industry has really shifted from starting more on the technology side, and really kind of incorporated being that bridge between technology and marketing.
As digital continues to progress, we’ve seen it all: the end of the dotcom boom, massive portals, the rise of consumer social. All of these different types of trends we’ve seen definitely had a hand in touching and guiding different project types across multiple platforms and different routes of sale. It’s been a fun, interesting ride and it continues to get better.
TA: What suggestions do you have for a team trying to compare and find the right marketing automation vendors? What should they be looking for?
Tom: Portability. So if I’m able to either leverage a tool that can aggregate content, redistribute, visualize things that can basically whether it’s a seamless flow, whether that’s your API through an SDK or whatever it may be, like that’s what I’m ultimately looking for now.
I’m looking for how can this one piece fit into the larger strategy that I’m trying to deploy and continue to add value without adding additional barriers or additional layers, that’s really the key piece. Because we’re touching so many different channels, everything from top line awareness via digital all the way down to shopper and point of sale.
So making sure that we can have programs that can work in scale. Scale is another key piece for us too and the data considerations depending upon local versus global so there are a lot of different pieces that we look at when we’re evaluating but for me, it’s how can whatever tool that you’re leveraging best provide value for everything as a whole versus just one specific piece or one specific function.
Listen to the entire show above in order to hear our full conversation, or download the show to listen later. You can subscribe to the TA Expert Interview Series via Soundcloud, in order to get alerts about new episodes.
Chief Marketer recently named my agency, The Marketing Arm, promo agency of the year for 2012. In this month’s issue of Chief Marketers Promo Magazine, they break down the top 100 promo agencies in the US as well as a two page article about TMA and why we were chosen as this years recipient. The article also includes a key reference to our upcoming Flockstar beta launch. Here is a link to the full article.
Flockstar is the first of our new crowdsourcing service offerings that I have worked intensely on over the past 6 months. More news to come as we get closer to the public launch but if you are a creative, strategist, planner, etc… then there is still time to join the private beta at http://www.flockstar.co
Hmm.. the gentlemen to the far right looks oddly familiar…
Follow Tom Edwards @BlackFin360
I don’t know about you but I am driven by achievements. Yes I hear the laughter now and see the nodding of heads. I like to set an achievable goal and reach the objective. Maybe it is my military past or growing up in a military household but I like to have a clear objective that I can then pursue. Be it professional or personal I really enjoy a good challenge! This is what drives me professionally as it is a constant push to achieve x amount of revenue and margin.
At the beginning of this year I set a few arbitrary personal goals… outside of being the best father and husband that I can be:
1) 100 miles with Nike+ – Since I am a dad first, meaning most of my activities are home centric, running is one of the ways I workout. Setting a goal definitely adds to my motivation.
I am happy to share that I have now officially achieved these goals! I know it is arbitrary, what value does Gamerscore have? Outside of the ~10 cents per point that I have spent in $$$ not much other than to my friends who play as well. Airline miles??? Yes now I have the ability to sit on the plane a little bit longer. The only one that has any value is the running goal at least from an overall health perspective. But from my perspective these were primary personal objectives that I wanted to complete.
For me I find motivation in having a very clear set of objectives and working hard to achieve the goal. What motivates you? Do you set specific goals and work towards them? Do you wait for things to come to you? I am really interested in understanding how you find motivation to do what you do.
I wanted to take a moment and thank my wife for the best 9 years of my life so far.
We were married in October of 1999 on this day and I consider myself the luckiest man in the world to have found a woman I love so deeply. Now after 9 years and 3 kiddos I still feel the same as I did 9 years ago.
Thank you Cherlyn for all that you do!
Thanks again to our friends at the Microsoft Automotive team. I had the privilege to join them for this past weekends Detroit Belle Isle Grand Prix.
I have never attended an IRL, Le Mans Series or an SCCA SPEED World event so I got to experience all three at one location.
And I have to say it was a great event! Being a guest of Microsoft meant that I got to experience the same amenities as they do. This included their trackside chalet to watch the races as well as paddock access to view the cars, drivers and crews up close and personal.
It was great to see the likes of Helio Castroneves, Tony Kanaan, and Danica Patrick hit the track… or actually road since this is a road course vs. the standard oval.
The event was the brainchild of Roger Penske with all net proceeds from the event going to the funding of the preservation of Belle Isle.
It was a great event and I want to thank our friends at the Microsoft Automotive team for being excellent hosts!
Below is me with one of the race cars…. Does it come in Black????
More pictures from the event are available in the Photo Gallery under Detroit Belle Isle Grand Prix.
We initially flew into Vancouver to meet with Electronic Arts and various clients but we had also scheduled a meeting in Seattle (Roughly 2 hours away) so we jumped into the rental and drove towards the border.
We arrive at the border crossing and did not realize that we were in the “Nexis” lane which is equivalent to a FastPass into the US. So the line was roughly 40 minutes long and we did not realize we were in the wrong lane. We found out soon enough.
Once we realized our mistake it was too late. We tried to move over to the middle lane and it took a good 5-10 minutes to pull over. Once we made it into the proper lane we heard obscenities directed at us that would make a sailor blush. This coming from the most unassuming people you could imagine. Think of grandmothers and grandfathers in their late 70’s early 80’s.
So we have our meeting with Sony and head back to the border that same day. It is about 10:30 PM at night and there were no lines going back into Canada.
The guard at the initial post reviews our documents… smiles and asks us to pull over into one of the stalls and exit the vehicle, enter the building and get in line “a”.
We pull in just to see the contents of the car next to us completely removed from the vehicle. So this already looks like it is going to be a lot of fun.
Once inside we are interviewed separately… What are you doing here, where are you going, what states have you lived in since you were 18.
Once they interviewed both of us we were asked to remain seated while they ran full background checks on us.
In the meantime an individual was in our same waiting area and he was called up. Once he was at the counter he was told that he can never enter Canada and he was not welcome based on information that came up during his background check.
Needless to say I was not worried as I have no record to speak of but still being in that position and the demeanor of the border patrol it made me uneasy for a moment.
After a few more minutes we were handed our passports and sent on our way.
The morale of the story is to just fly to Canada and stay in the same country for the duration of the trip.
I consider myself a decent gamer, 45,000+ gamerscore, but on this day my 6 year old son absolutely obliterated me on Super Smash Bros. Brawl on the Wii.
It is not just today either. The domination started a few days ago and the competition has been building.
He has mastered the little yellow powerhouse known as Pikachu. Who would have known that a 1’4″, 13 pound furry fantasy animal would cause me such grief.
You may or may not know about Pikachu. It is a character from the insanely popular Pokemon series. Yes they are still around and we buy the cards regularly. They are for my son, really.
His record is now 12-2 against me with the little yellow fuzz ball. I am frustrated but very proud at the same time.
I will hear pika-pika-pikachu in my sleep. The baton has officially been passed.
Today was our last day in Dallas before our vacation to Destin, Florida. You know, a day to get everything packed and ready for the fun in the sun to come. But today was one of those days that you could make a really funny movie out of or just break down in angst and defeat.
When you have kids, you know there will be great moments, your sons first soccer goal, your daughters first dance recital, etc… There are also those days that seem to never end. This was one of those days.
It all started a few days ago when my daughter was sick, then magically on Wednesday of this week I get sick, 104 degree fever, the works. So I am still not 100% today… more on that later.
The kids were playing in the backyard when my oldest son Gavin comes screaming into the house like a banshee. We asked him what happened and we immediately notice a large number of bites glowing red on his arms and legs. I look out at his play fort and see yellow jackets flying in formation as if celebrating their kill. Let’s just say they will no longer be patrolling this airway.
So we immediately go with the ice/benadryl combo and pray that he is not allergic. After about 30 minutes everything is looking good until he says… “I am having trouble breathing”. So we hop in my car and off to the ER we go. This is roughly 1:00 PM by now. We arrive at the ER and an hour and a half later we get the all clear. So he is good to go. So we head out for some celebratory ice cream and medicine pickup.
Back on the home front there is still packing to do but I am still not feeling 100%, in fact I am starting to feel worse. So around 5:30 I do a web check in thinking it will save me time. I don’t get the call that they have a room for me until 9:00 PM. So after another hour and a half I am the one that ends up with a shot today, not the one who got stung 8 times. Go figure.
So now it is closer to 10:45 PM and I finally make it home to continue packing the car. I go to get something out of the van and the auto sliding door won’t open. Then I open the front door and the lights flicker then go out. The battery is dead. Someone left the keys in the ignition when he took the van earlier. So now I not only get to pack the car, but jump the car as well.
So this is around 11:45 PM. I am in the garage setting up the jumper cables, the van no problem. Then I get to my car and I realize that I have not jumped off of my car before. It is a C-230 and needless to say I was not quite sure how I was going to pull it off after popping the hood. I had to remove the battery cover, filter, etc… to get to the area I needed to do the jump. So car is now jumped and it is past midnight.
We are wrapping the final items for the trip and I am shutting down around 1:30 AM. When my son comes downstairs covered in vomit and commences to use our facilities. Then I get the welcome surprise in his bed that he left. And oh what a surprise it was. It reminds me of Stand By Me when everyone has a blueberry pie explosion… Yeah needless to say I got the lucky task of changing out the sheets. How did Cherlyn get out of that one? Well she has been taking care of sick people for the last week.
While I was changing the sheets and trying my hardest to get rid of the smell I go to open his window and set off the house alarm and wake up our light sleeping infant son. Now 4 out of the 5 family members are awake and my princess is just sleeping right through it all. Lucky girl.
So it is 2:32 in the morning, their is still vomit in the air and the looming 5:45 wake up call to catch our flight isn’t getting further away. This is a great start to our vacation, did I mention that rain is forecasted for the next 7 days there as well stopping on the day we are to leave :).
Like I said, this is either a day that you can just laugh about or makes you just want to roll over. What time does Starbucks open again???