Tag Archives: Chief Digital Officer

In The News: Campaign Live SXSW 2017

I was recently asked by Campaign Live about my thoughts, reactions and takeaways from SXSW Interactive 2017.

My commentary focused on the shift towards programming vs. experiences at this years event.

Additional Context to the Article Commentary:

2017 may be the year that programming both from an official and 3rd party standpoint was the focal point vs experiences. In previous years you would see major brand installations from the sponsors featuring a mix of products and technology. A lot of traditional SXSW powerhouses such as AT&T, Samsung and Chevy were noticeably absent. 

This year more experiences also featured content tracks. The feel was less amusement park and more like attending TED talks with live demonstrations thrown in. It was an odd feeling as the best word to describe SXSW Interactive this year was subdued. 

SXSW used to be the ideal event to gauge and project consumer behavior-centric tech trends. We saw consumer empowerment and amplification with the launch of Twitter in 2007. We saw the rise of location based engagement with Foursquare in 2009. We saw the rise of live streaming service Meerkat in 2015, and a slew of other disruptive tech over the years. But marketing is quickly shifting from disruptive tech to acceleration through intelligent systems. 

Now It’s less about the latest app fad, and more about how quickly the combination of data, intelligent systems and smart environments are going to fundamentally shift how we interact. This is where SXSW is at a cross-roads moving forward.

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In The News: iMedia 7 Ways AI Enhances Marketing Cover Story

This morning my new article 7 ways artificial intelligence will enhance marketing was the cover story for iMedia Connection.

The article reviews seven subsets of artificial intelligence from machine learning, cognitive computing, natural language processing, deep learning, predictive API’s, object recognition and dynamic content generation and how brand marketers can better uncover insights, connect with consumers, and redefine customer experiences using this innovative technology.

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C-Suite TV Discussion – Disruption, UX, The Future

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

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

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

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

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

Social Shift Toward Messaging

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

(TE) The first step is to be aware of what is happening. Analysts such as Gartner and Forrester are evaluating and publishing their rankings of where technology is going. One of my favorites is the Gartner Hype Cycle.

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

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

Our approach is as follows:

Our team identifies a new tech/emerging tech…

1. Track Product/Technology Announcement

2. Measure Velocity of coverage & discussion

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

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

5. Map vertical specific use cases

6. Educate internal teams & external clients

7. Identify early vendor partners and alpha/beta opportunities

8. Conduct Project based experiments

9. Capture & package project based success

10. Build business value case for horizon consideration

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

Connection, Cognition & Immersion

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

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

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

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

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

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

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

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

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Tom Edwards Innovation To Reality

Disruption is the New Normal

I recently had the pleasure to speak at Success North Dallas discussing the topic of DISRUPTION is The New Normal. This hour long discussion looked at the past, present and future of emerging technology and how to apply the trends of today to the business models of the future.

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The past looked at key milestones from the launch of the iPhone to the rise of visual storytelling.

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The present looks at how aligning events + context into moments matters, how co-creation is the new normal and the rise of conversational experiences.

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The future looks at the role cognitive computing, immersive experiences and cars as the next mobile platform will play as we look to connect the present to the future.

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It was a highly interactive and energetic crowd!

Success North Dallas

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Tom Edwards Innovation To Reality

How Digital Is Shaping Shopping Decisions

I recently provided an article to The Financial Express based on proprietary research outlining how digital is shaping shopping decisions. Here is a repost of the article.

Digital shopping tools are gaining popularity amongst consumers and proving to be the key drivers in their path to purchase. The Q1 2016 consumer survey conducted by Epsilon in North America, Shoppers Voice, analyzed consumer shopping habits and sentiment. The findings uncovered how consumers are navigating digital and social media on their path to purchase.

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Among the interesting takeaways from this study is the influence that digital and social media have on a shopping trip as well as how marketers can use these tools to better the shopping process for customers through contextually relevant experiences.

The study revealed that 75% of consumers depend on Facebook for shopping information, whereas less than 30% of consumers depend on Instagram for information related to product purchases. Around 46% of consumers reported they do not use Pinterest for shopping information.

These findings show that the current dependency on social media — as part of the shopping process — is to gain information in the form of product recommendations and customer reviews from trustworthy sources. This is currently leveraged more through content-based platforms than visual-based platforms. These platforms inspire consumers and act as aspirational channels that engage users through ideas related to home decorations, style trends, travel destinations and more.

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For marketers looking to understand where these visual-based platforms fit in their digital marketing strategy, it’s important to consider where they fall on a consumer’s path to purchase. These platforms are currently used by consumers earlier in the shopping process, before they are ready to make the purchase.

Consumers using social media for product reviews and customer feedback do so later in their decision-making process, turning to their trustworthy sources to make the actual purchase decision. These insights are mainly gathered from social networking websites.

Marketers should keep an eye on various social platforms and develop the ability to determine if a particular digital strategy makes sense for their business. In addition to social media, e-commerce websites are taking prominence in decision-making for consumers. This is particularly true when it comes to consumers seeking information based on product reviews and recommendations.

For instance, in the US, 77% of consumers rely on Amazon.com for information on purchase and purchase-related behavior even though they might not shop from the website. This information helps consumers understand the quality of products. Another report, 2015 Digital Shopping Tool Impact Study, found that while penetration for mobile payments lies at only 7%, the impact on purchase decisions for consumers using mobile as a tool rests at more than 31%.

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While there is low consumer adoption for mobile payments, the shopping tool has a strong influence on shopping behavior due to its ability to enable fast, convenient and secure options for customers to pay with their smartphones. A mobile strategy will help marketers increase loyalty amongst their best customers and influence impulse purchases.

As with any marketing plan or approach, once marketers understand how consumers are leveraging social, e-commerce and mobile in their path to purchase, a digital activation plan needs to be created.

It is essential to ensure that all marketing tools are working together. With so many ways to interact with shoppers, it’s easy for marketing messages to become fragmented and disconnected resulting in sub-par customer experiences. Making sure all marketing tools work together — online and offline — will create a seamless and enjoyable shopping experience that will lead to the highest likelihood of conversion and, ideally, long-term relationships.

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Amazon Alexa & Voice User Experiences

Since it first arrived at my home nearly a year ago I have been hooked on the the Amazon Echo and the potential of voice based user experiences. This week I spent time in Seattle at Amazon HQ meeting with the Alexa partner team discussing everything from voice UX best practices, skills development for the Alexa and more.

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To recap, the Echo and it’s cloud supported voice based engine Alexa have been in development for the last 6 years. Since it’s initial launch the devices that comprise the echo ecosystem are regularly sold out and based on the nearly 40,000 stellar customer reviews  (4.5 stars) the experience is resonating with it’s users.

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The core of the experience is a combination of automated speech recognition, natural language processing and a cloud based AI that comprise a voice based user experience. Voice UX is another example of a conversational experience and will become pervasive over the next few years.

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As with most artificial intelligence entities, learning new skills is how personalized and contextual experiences will be created. With Alexa It is possible to “teach” alexa new conversational elements and interactions through developing skills.

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An analogy would be when Neo in the Matrix “learns” kung fu through a knowledge/skill upload. In a similar way Alexa may not be able to learn Kung Fu, at least not yet, but it is possible to build highly engaging voice based experiences.

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Developing Skills for Alexa is one of the quickest ways for brands to connect with the rapidly growing audience that calls upon Alexa to empower their daily lives. Brands such as Dominos and Capital One have already launched skills to capitalize on being the first to own certain invocation phrases. With the Dominos skill a user can order a pizza and track their order through Alexa.

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Skills are comprised of a Skill Interface and a Skill Service. The Skill Interface is how the Voice User Experience is configured. This includes invocation and utterance phrases from the user as well as the mapping of intent schemas scored and resolved by the Skill Service. This is how Alexa is trained to resolve a users spoken word and connect it with a users intent and resolved into action.

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One of the benefits of Alexa is that the experiences can persist beyond a single session. Even though the experiences may seem ephemeral by nature, the fact is Skills can be created that persist across sessions. This could be hours or days.

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The other benefit is that all invocations and interactions are mapped to cards in the Alexa companion app. This is one way that brands can connect a skill interaction with mobile and digital campaigns.

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Other benefits for brands is that it is possible to deep link to skills within the Alexa companion app for those looking to connect omnichannel communication and messaging to drive discoverability of the skill.

One of the key points for brands to consider is the role being “first” can play when it comes to user invocation terms. Brands that align with non-trademarked terms such as “laundry” will be the first in the order of how skills are discovered. This is key as the Alexa engine expands beyond the Echo with Amazon Voice Services.

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Looking to the near future there will be 45 million connected homes by 2017 and connected car penetration will be over 60 million cars by 2020. The role that Alexa will play in the coming years will go well beyond the Echo, Dot, Tap & the Fire Stick and extend into other form factors through the portable Amazon Alexa Voice Service.

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An example is the connected car partnership between Ford & Amazon to further connect Alexa. This is where the platform will create scale across the ever growing IOT ecosystem.

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Future posts will cover emerging trends tied to Voice Based User Experiences such as the infinitely wide top level UI, definitive choices, automatic learning, proactive explanation as well as user punctuation. For additional questions or assistance with Alexa Skills please follow Tom Edwards @BlackFIn360

Tom Edwards BlackFin360

The Medium Is the Message

This week Adweek published our quantitative research infographic about consumer behavioral shifts tied to social messaging and the types of experiences they are interested in engaging with in both the print and online edition.

Look for this week’s issue of Adweek. Our research is on page 13.

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With apps like Facebook Messenger, WhatsApp and Snapchat vying with conventional SMS to be the preferred texting method, the line between social media and texting is more blurred than ever. And brands have a real chance to capitalize on this, according to a newly released study by Dallas-based marketing group Epsilon.

“We are on the verge of a transformational moment, as consumer behavior is dictating a shift towards intimacy of sharing content and experiences versus public sharing,” said Epsilon chief digital officer of agency business Tom Edwards. “Messaging apps now boast more active users than social networks, and this shift from social media to social messaging will redefine how we, as marketers, will approach connecting with consumers.”

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New Content Marketing Opportunities

There are many different ways to leverage content right now — from in-home virtual assistants to video, the opportunities abound. One thing hasn’t changed, though — the content still needs to be authentic, relevant, and entertaining.

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