Dr. Pepper Media Masters Keynote

I had the privilege of presenting to the Dr. Pepper Snapple Group marketing organization today via a Keynote format on the topics of data & the evolution of experience during their Media Masters event.

The first half of the hour-long talk explored how Epsilon Agency approaches data and data design. Highlighting our work with structured data, our view on the alignment of actioning of data through mapping attributes to dimensions and then highlighting multiple case studies tied to our unstructured data work and machine learning approach.


Then the presentation shifted into the full Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhance and discussed how we will evolve from us inputting into technology, to our environment adapting to us.

Dr. Pepper Media Masters

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations.

Exponential is all about acceleration through intelligent systems. This looks at the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will forever alter the path to purchase.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever changing the retail experience.

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 AI including a date when it will all converge.

It was a great crowd and I really enjoyed the hour with such a highly engaged and interactive group.

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

Tom Edwards Speaker Bio

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68 Top Trends So Far in 2017

Over the past six months, my team and I have evaluated the top emerging technology trends that will fundamentally reshape how marketers will connect with consumers.

Here is a brief preview:

The full analysis includes 68 trends categorized by our trend framework of Empower, Enhance, Feel & Ambient Computing. This will replace our original framework of Connection, Cognition & Immersion.

Empower to create content, engage and connect through new interfaces and touchpoints.

Enhance your daily life activities and responsibilities through intelligent systems and proxy’s.

Feel emotional experiences like pleasure and excitement delivered through immersive computing.

Ambient computing is the alignment of all three behavioral drivers.

Download the 2017 Midyear Trend Deck Today!

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LIVE: SXSW Interactive 2017 Recap

Here is a video recap shot live from the floor of SXSW Interactive 2017 on day 1 on the opening of the tradeshow floor.

The video outlines emerging technology and trends tied to Connection, Cognition and Immersion and touches on key territories such as:

  • Conversational Experiences
  • Emotional Intelligence
  • Artificial intelligence vs. Intelligence Augmentation
  • Mixed Reality
  • The rise of the Proxy Web

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Pokemon Go: 15 Vital Marketing Insights

Pokemon Go mania has hit the US. The near perfect storm of timing, relevance, and word-of-mouth has momentarily captured the media spotlight and Pokemon fans new and old.

I recently provided iMedia with 15 Vital Marketing Insights that marketers should consider when building high engagement digital to physical programs.

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Community, Common Cause, Competition, Gamification, Word of Mouth, Game Mechanics, Scarcity, Nostalgia and Mixing Reality are all elements that contributed to the run away success of Pokemon Go.

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There are many lessons to be learned by marketers. By aligning existing strengths of the brand with the passion of community and a compelling experience, it is possible to create a highly engaging consumer experience with similar attributes that make Pokemon Go a success.

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Thriving Through Digital Disruption

I had the pleasure of speaking during today’s Brand Activation Summit in NYC. I joined an esteemed panel that was comprised of a CEO, CMO and I (CDO) to discuss thriving in the age of digital disruption.

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My topics ranged from the role of the Chief Digital Officer to vertical specific discussions tied to the future of digital. Over the course of an hour I discussed many topics that I have recently written or spoken publicly on including:

It was a great discussion and a highly engaged audience.

BAS16 Tom Edwards

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CES 2016 Trend Recap

Below is my comprehensive slideshare recap of CES 2016. There was a lot of content and interesting tech on display. I distilled it down into 6 strategic territories for your consideration that includes an overview and key takeaways for marketers.

    1.    The New Reality – Outlining the various virtual reality offerings presented including advancements in hardware, content creation, VR consumer services and sensors that create active VR experiences.

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2.    3D Everything – A look at the advancements in 3D printing and scanning that has the potential to disrupt product prototyping as well as personalized medicine and mass customization of products.

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3.    Beyond Screens – This is a comprehensive look at new forms of computing and ways to connect with consumers through light, neural feedback systems and holograms.

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4.    Accessories that Empower – A key factor in digital growth has been the creation of systems that empower consumers to create, be it images, videos, etc. This section focuses on the next evolution of accessories that will empower the creation of immersive experiences.

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5.    Smarter Home – There is an arms race for to be the primary hub for the smart home. This section provides examples from Lowes, LG and others who are working to connect IoT systems and the profitable ecosystem of sensors that accompany it.

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6.    Intelligent Robotics – Emotive robotics and artificial intelligence will fundamentally change consumer behavior. This is a recap of intelligent robotic systems that were on display at CES 2016.

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Here is the full deck recapping CES 2016

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Evolution of Connection Keynote

I recently had the privilege of delivering a keynote presentation during Social Media Week Chicago. The topic was the evolution of connection.

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Evolution of connection explored the past, present and future state of social media. The initial section highlighted the transformational innovation that forever changed digital marketing by enabling accessibility to create content and how consumer behavior has evolved.

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Next, we took a look back at the past decade and touched on some of the macro trends that have shaped the now rapidly evolving digital landscape and what it takes to now break through in the attention economy.

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Then the focus shifted to how we connect in today’s heavily fragmented world. Focusing on the role data, content and channels play as well as new millennial research outlining the importance of life stage vs. simply segmenting by age.

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Next, the conversation shifted from content marketing to contextual marketing. This section highlighted key trends over the past few years and teased what’s to come as consumers shift from macro sharing to intimate and contextual connections.

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The discussion then shifted to the rise of moment based marketing. Google, Facebook, Twitter and Snapchat are all trying to align moments, which is an event + context as a means to re-imagine connection beyond one off personifcations of atomized content.

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From moments to influence. The next section outlined how influence is evolving and highlighted the massive shift in entertainment that is taking place as well as looking at the heuristics of how influence works.

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After influence we discussed the role that video plays when it comes to connecting with consumers. We explored expanding video content strategy across the full content continuum as well as key platform considerations that highlight key points to consider when comparing platforms.

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Next we discussed one of the more important topics of the presentation. This section defined the pending shift from social media to social messaging and how both consumer behavior and platforms are driving towards 1:1 connections.

Tom Edwards Social Messaging

The shifting role of messaging also has a profound impact on the future of commerce. The next section discussed the different shifts in mobile commerce that will have an impact in 2016 and beyond.

Everywhere commerce

We ended our journey discussing the near future and explored topics such as virtual reality, IOT, artificial intelligence, holographic computing and more.

Mixed Reality

From shifts in entertainment that make co-creation essential to understanding  the role that data, content and channels play when connecting with consumers. Gaining insight into the dynamic shifts in how we connect will be key areas of focus in 2016.

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