I recently participated in a MediaPost event discussing the Internet of Things and Beacons. Chuck Martin recapped the event, including quotes from my fellow panelists in the article below.
Follow Tom Edwards @BlackFin360
BlackFin360 – Innovation To Reality
Tom Edwards is a professional futurist and keynote marketing technology speaker covering data, digital, artificial intelligence, marketing technology and emerging media trends
I recently participated in a MediaPost event discussing the Internet of Things and Beacons. Chuck Martin recapped the event, including quotes from my fellow panelists in the article below.
Follow Tom Edwards @BlackFin360
On February 10th I was a part of a Media Post panel discussing the Internet of Things and how beacons can be leveraged by brands to create value.
The discussion focused on going beyond the beacon trigger and creating new models of in-store creative advertising that connect physical to digital. We touched on strategy, creative, technology and best practices.
Broadcast live streaming video on Ustream
Here is a quick breakdown of topics I address:
Here is the formal description of the panel.
Advertising on the relatively small smartphone screen has hardly been a hit to date. Once initiated by a beacon signal, what creative will work best? What is the role of post-beaconing, such as sending ad messaging well after leaving a store? What about using past beaconing knowledge to drive foot traffic back to a store? What are consumer expectations from in-store engagements? What future creative options might be used to catch the shopper’s eye? Three creative minds discuss the best beacon-triggered creative approaches for in-store mobile marketing and mobile advertising.
The panel consisted of:
Ian Beacraft (Moderator), Manager, New and Emerging Technologies, Leo Burnett @ianbcraft
Ben Murphy, Director of Technology, FCB Chicago
Scott Varland, Creative Director, IPG Media Lab @scottiev
Tom Edwards, EVP Digital Strategy & Innovation, The Marketing Arm
Follow Tom Edwards @BlackFin360
I recently provided an article to MediaPost’s Social Media Insider, outlining the rise of dark social in 2015. The article outlines existing consumer behaviors tied to sharing, the potential impact of ephemeral social apps and key points to consider moving forward.
Follow Tom Edwards @BlackFin360