Frito-Lay Boundless Marketing Summit Keynote

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

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

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

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

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

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

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

Tom Edwards Speaker Bio

Follow Tom @BlackFin360

Do Snack Brands Need Content?

I was recently asked by Mobile Commerce Daily to provide commentary if Snack brands need meaningful content to drive in-store purchases via social. Below are my full responses to the various topics discussed.

(Mobile Commerce Daily) To what extent are food and snacks CPG brands starting to understand and activate social media within the purchase funnel?

Social media has been an integral part of the marketing mix for CPG brands for some time now. CPG social strategy has evolved with the evolution of social platforms and shifting consumer behaviors. Many platforms such as Facebook are shifting away from engagement as a primary metric and focused on reach, resonance and reaction, which aligns social media activation further down the purchase funnel.

(MCD) What are the challenges CPG companies face in leveraging social media to drive purchases?

The snack category is highly dependent on context and timing. With the convergence of social, mobile and digital and the focus shifting to targeted cross screen engagement, there is a renewed interest in aligning digital, physical and data to impact purchase decisions.

(MCD) Besides motivating purchases, what additional benefits/negatives in terms of consumer engagement does a social campaign bring the CPG company?

Social centric campaigns allow brands to deepen their connection with their consumers, empower them to help drive the brand forward (Doritos Legion of the Bold and Do Us A Flavor), impact brand perception and for a number of brands provide impactful reach through social engagement.

(MCD) What are some examples of top food and snacks CPG companies that have effectively leveraged social to drive consumers deeper into the purchase funnel?

Frito-Lay is a company that is continually looking to leverage social as a means to drive consumers further into the purchase funnel. Whether it is a brand campaign that empowers consumers such as Lay’s Do Us a Flavor, or it is creating a community of brand advocates like Doritos Legion of the bold, or connecting in-store elements seamlessly into socially centric campaigns, Frito-Lay is approaching social in a smart and relevant way that connects with consumers and ultimately impacts purchase.

(MCD) What’s your favorite example of a food and snacks CPG social campaign that drove purchases?

My favorite examples are Lay’s Do Us a Flavor and Doritos Crash the Superbowl programs.

Snacks brands need meaningful content to drive in-store purchases via social - Mobile Marketer - Advertising 2014-11-09 21-34-09

Follow Tom Edwards @BlackFin360