Category Archives: Personal

Xbox One X Project Scorpio Early Unboxing

I received a nice surprise as there was a special package waiting for me in my office. It was an early release version of the Xbox One X Project Scorpio edition.

The Xbox One X officially launches on the 7th of November. I captured the full unboxing, setup, and discuss what’s included and the features of the console including a look at the system after start-up.

A special thank you to Brent at Xbox and Chris from TripleClix for the great surprise.

Follow Tom Edwards @BlackFin360

10 Years of BlackFin Blogging

April 22nd, 2007 marks the date of the first blog post under what was then TheBlackFin.com. Now 10 years and 456 posts later the blog has morphed into what it is today.

Here is a shot from the old TheBlackFin blog. 

Starting and maintaining a blog has proven to be one of the most important decisions and invaluable assets in my career development and progression over the past decade.

By the simple act of formulating perspectives on various industry topics, it served as a foundational knowledge base to capture trends and evaluate shifts tied to consumer behavior.

Over time it served as a timeline to measure and gauge key technology inflection points and the impact of disruptive and emerging technologies.

Knowing that I had to create content changed my curation behaviors tied to industry news and new technology. My focus shifted from simply consuming content to analyzing topics and looking for connections as the foundation for digital strategy.

I joined Twitter the same month I started my blog in 2007.

Now, the role of my blog has shifted to sharing thought leadership with agency clients, a reflection of industry media commentary, and speaking engagements. But regardless of how much the focus evolves over the next ten years at it’s core the blog will still be about aligning experience + perspective + prediction.

My strategic approach developed through blogging was a key component to recently being named by Advertising Age as a Marketing Technology Trailblazer. 

Beyond blogging, here is additional advice for those just starting their career.

Have a POV – Regardless of platform have a spot to capture your thoughts and focus on 2-3 territories in your industry of interest and begin commenting and creating your voice and perspective.

Build a Network – Your most valuable professional asset is your network. Be diligent in meeting movers and shakers in your industry and seek out those who are crafting a narrative in their industry and emulate their approach until you refine your own.

Mentor & Sponsor – Having an internal advocate is incredibly important when it comes to career advancement. It’s not enough to keep your head down and work hard. You need to work hard and have an internal sponsor who will champion your advancement.

You will also need a mentor, preferably someone who is not in your current organization but knows your industry to provide a bigger picture perspective and guide you through the challenges that will inevitably be a part of career advancement. I have been incredibly lucky and thankful to those who have sponsored and mentored me over the years.

Thank you to the thousands of visitors over the past 10 years. I write to openly share thoughts about the industry and to unravel the connection between emerging technology and it’s impact on human behavior.

Here’s to the next 10 years!

Follow Tom Edwards @BlackFin360

Advertising Age Marketing Technology Trailblazer

Today Advertising Age announced their 2017 list of top 25 Marketing Technology Trailblazers and I am honored to be included.


Photo by Bradley Taylor, Caprock Studio 

A big thank you to the Epsilon corporate communications team, DGC and Advertising Age judges. I am truly humbled by the inclusion with such a great list of industry innovators.

I am incredibly grateful to my data design strategy and innovation teams. From research, planning, data design, digital strategy, digital experience delivery, social and innovation a huge thank you for all that you do.

I also want to thank Richard McDonald and the Epsilon agency leadership team for your continued support. Richard, it was your vision that sold me on joining Epsilon and its one of the best career decisions I have made.

Tom Edwards AdAge

Finally, a very special thank you to my amazing wife Cherlyn for supporting all the crazy hours and travel for the past 17 years.

Follow Tom Edwards @BlackFin360

TechnologyAdvice Expert Interview Series

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.

To learn more about The Marketing Arm, visit www.themarketingarm.com. Connect with Tom on Twitter @BlackFin360 and follow his blog at BlackFin360.com/blog. Be sure also follow @TheMarketingArm.

BlackFin360

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.

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This podcast was created and published by TechnologyAdvice. Interview conducted by Clark Buckner.

Agency Of The Year

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

BlackFin360

Goals

aunlockedI 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.

Nike 100 miles

9 Years

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!

Happy Anniversary  

Cherlyn_Web