Business Access Podcast Episode 15

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.

Episode 15 of Business Access

1:25 – Tom Edwards Career Overview 

  • Smooth Fusion (Microsoft)
  • Telligent (Electronic Arts)
  • INgage Networks (Chief Marketing Officer) 
  • Omnicom (Strategy Leader – Red Urban, The Marketing Arm)
  • Epsilon (Chief Digital & Innovation Officer) 
  • Tripleclix (Chief Marketing Officer)

2:50 – Discussing Core Passions

  • Star Wars & the droids and how the technology-enabled the adventures
  • Gaming in the 1980s 
  • 90’s Computer Hardware 
  • Marketing, Technology, Gaming are core passions

4:10 – Where are we today technology wise compared to Star Wars? 

  • No longer disruption as a new normal
  • All about convergence, AI, predictive decisioning, virtual assistant proxies, simulation at scale

6:15 – How does it feel when you create a pathway to success for a client? 

  • Love to align technology + consumer experience hits a cultural inflection point
  • EA Skate example. The first instance of in-game content posted to the web in the mid-2000s
  • Discuss Data & AI work while at Epsilon
  • Goes well beyond a transaction, it’s about creating value as a partner

8:30 – Discuss Professional Speaking & Innovation to Reality

  • How technology will evolve and how we will move from the mobile device to our environment adapting to us through the lens of pop-culture
  • Empower – technology that enables consumers
  • Exponential – intelligent systems
  • Enhance – proxies to full simulation 
  • Discuss GenZ, gaming, expectations of technology and how experiences are evolving

11:00 – How do you feel technology is going to advance post COVID pandemic? 

  • Less about a single use case and application, and more about how technology enables work that isn’t in a physical location
  • New consumer decision journey… Disruption, Acceptance, What’s next
  • Acceleration of work from anywhere, have worked remotely for over 5 years
  • Sparks of inspiration occur at different times of the day. 

14:33 – What can businesses do and where should they focus post pandemic? 

  • Focus on core consumer needs 
  • Reflect & reset corporate strategy, especially digitally
  • The role that data plays
  • Developing new capabilities 
  • Forecast demand by geography & audience segments 
  • Discuss the cycle of demand 
  • What’s next… How does physical retail compete with online? 

18:00 – Communication, Communication, Communication is vital… 

  • Maintaining communication and connection is key
  • 71% of consumers stated if brands put profit over people they would lose faith in the brand forever 
  • It’s important to communicate, but also how are you easing disruption
  • Content strategy, building it around how creating value, balance selling vs. supporting 
  • Reacting vs. strategically planning

21:30 – How have international businesses been responding? 

  • US quantity based
  • Bolivia case study/hand sanitizer example

23:00 – Across industries, what techniques and methods work well broadly? 

  • Mapped career against the rising flow of technology & culture 
    • Mid 2000’s social computing
    • Then consumer social strategy
    • Data & AI 
    • Next is gaming…

26:15 – Generational Gap & Gaming

29:00 – Experiences like Pokémon Go prep future adoption

  • Training a generation 
  • GenZ expectations of technology & behaviors such as mixing reality is becoming second nature 

30:30 – What happened to Google Glass? What’s next? 

  • Was an early adopter
  • When it initially launched we weren’t in the midst of a creator society
  • It was also about form factor… looking at patents and future tech, look and feel will be extensions of style
  • Apple, Samsung, and others will move us towards a smart contact
  • Ubiquitous tech + constant connectivity via 5G will drive adoption of new form factors 

33:30 – If a client/business asks how can I make it happen? 

  • Not enough time spent on the behavioral side
  • Single persona vs. affinity iterations & personality types 
  • How does that come together and finding the right levers to connect with individuals in a meaningful way
  • Easier to look at it from a media perspective vs. using AI as a driver to truly differentiate the experience via structured & unstructured data
  • Esports sponsorship… “Marketing with to games is fine, but connecting authentically is a different approach” – Chris Erb. 

36:55 – The role of personal branding 

  • The accelerator of success was my blog… 500 posts later, how you think, what you have done, and having a content repository is key 

Follow Tom via YouTube, Linkedin, Twitter, Instagram, and Twitch.

Epsilon Agency & TripleClix eSports eBook

Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon previews an eSports eBook collaboration between Epsilon Agency & TripleClix.

eSports is “athletics of the mind” and it’s popularity is skyrocketing past traditional sports leagues. It’s a way for younger millennials & gen Z to compete and to create and share experiences and it’s shifting entertainment and lifestyle behaviors dramatically.

This eBook provides insight into 5 use cases for brand marketers to build an eSports strategy beyond simple sponsorship. We also highlight Epsilon Agency’s proprietary data assets that map psychographic insights through machine learning tied to various segments of gamers to uncover key personality markers.

We  preview how this information can highlight lifestyle and affinity connections with gaming audiences for brand marketers through an eSports brand index that allows for seamless connections between brands and gamers with eSports playing a key role in binding the two.

Download the eBook here.

Follow Chris Erb @ChrisErb
Follow Tom Edwards @BlackFin360

 

Largest Social Network on TV

I write a lot about social media, digital strategy & emerging technology. One of my favorite past times is console gaming via my Xbox 360.

With the recent release of Halo Reach and personally surpassing 100,000 gamerscore on Xbox Live, I wanted to write about how digital marketers can leverage the largest social network on TV to further enhance digital engagement.

TheBlackFin

With over 23 million users and an average of 4 million engaged daily Xbox Live is an incredible platform to execute digital strategies and tactics.

From branded avatar collections, product tie-in’s, promotions and sponsorships there are many opportunities for brands to leverage the sticky experience that Xbox Live provides.

This also goes beyond typical in-game advertising.  Having a truly engaged, socially connected fanbase that also associates closely with brands is a key factor when evaluating the platform.

This is one of the only times I apply my personal insight into a platform. When I am on Xbox Live I pay attention to brand promotions here moreso than any other medium. The reason being is that upon start up of the console I am presented with compelling content blocks that I choose how I interact.

I have found that I enter most if not all of the branded sweepstakes and I pay attention to when new branded avatar items are presented. And with more traffic than ESPN.com this is an ideal way to drive brand engagement.

Being a fan of the platform and a daily user, You don’t get to 100,000 gamerscore by not engaging almost daily, I have experienced the benefits and opportunities first hand.

So the next time you are looking for an ideal channel beyond traditional media and digital outlets don’t forget about the largest social network on TV.

If you are a brand manager interested in leveraging Xbox Live please contact me as I have a long standing relationship with various Xbox Live teams.
From branded avatar collections, promotions, advertising etc…

Follow Tom Edwards @BlackFin360

BlackFin360