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 was recently asked to contribute to Entrepreneur.com India discussing key marketing trends for 2018.
The article highlights major trends that will continue to advance in 2018.
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This is the second part of my interview session with the Words of Mass Disruption podcast with Eric Hanes.
During this discussion, we dive into finding the right balance between personal and professional branding , 4 steps to a better digital you and the importance of creating and sharing content, and adding value to your professional networks.
WHAT YOU WILL LEARN IN THIS EPISODE
1. How important it is to develop and share your own perspective and point of view.
2. Be open with your network connections.
3. Find the right balance of Personal Brand (the Digital You) and your Professional Brand (the hand that feeds you).
4. Diversify your network.
Here was part one of the podcast discussing all facets of Artificial Intelligence.
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I recently had the opportunity to join Eric Hanes on his Words of Mass Disruption podcast. We discussed artificial intelligence for everyday conversation.
My goal was to help those who may not be familiar with artificial intelligence to develop a perspective on the topic. We talked about AI, Machine Learning, IOT and digital assistants.
Thanks in advance for listening! It was a fun conversation.
Words of Mass Disruption Podcast: EP 119 Tom Edwards on Artificial Intelligence & Machine Learning
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I was recently asked by the Marketing dive team to provide insight into 2018 trends that will impact content marketing.
My commentary was tied to the integration of both social messaging and the pending shift of mobile user experiences.
For more detail about 2018 Trends please review the full trend analysis.
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I recently had the privilege to be interviewed by the SMU Temerlin Advertising Institute team for the TAI blog. This is a repost of the interview discussing various topics tied to teaching, career advice, and how the advertising industry has shifted over the years.
Professor Tom Edwards is teaching capstone course ADV 4399 Advertising Campaigns for the Temerlin Advertising Institute this semester. Professor Edwards is the chief digital officer at Agency, Epsilon, where he oversees brand planning, research, data design, digital strategy, digital experience, social/CRM/email, innovation and media. He regularly publishes content and speaks on the future of marketing.
Professor Edwards was an adjunct faculty member of the virtual campus for Wayland Baptist University from 2003-2015. He also instructed Principles of Marketing, Advertising & Promotion, Global Marketing and Consumer Behavior. He has also guest lectured at University of Texas at Arlington, and prior to joining the TAI team he was a member of the SMU Digital Accelerator certification program faculty.
What made you want to become a professor?
I have spent the past 17 years in the marketing technology space. The rate of change associated with technology, its impact on consumer behavior and ultimately how we connect with consumers continues to outpace traditional academia’s ability to keep pace. I wanted to contribute and give back to the next generation of advertising professionals by bridging the gap theory and the practical application.
What is your background in the subject you teach?
I currently instruct the Advertising Campaigns course. Over my professional career, I have worked on campaigns for hundreds of fortune 1000 brands (Citi, Starbucks, AT&T, GameStop, Activision, Hasbro, Frito-Lay to name a few) both domestic and international. My expertise is rooted in a deep understanding of technology, consumer behavior, data and intelligent systems such as artificial intelligence and the application of machine learning.
What has been your favorite memory from teaching for TAI so far?
The passion and creativity exhibited by the students and the staff and their willingness to roll up their sleeves and get to work, even when it’s in areas they may not be in their core area of focus.
What is your favorite part about being a professor?
I have instructed thousands of students over the past 15 years across a few universities and my favorite part is the open dialogue with the students. Getting to hear their perspectives and thoughts and to see their work evolve over the course of the semester is incredibly gratifying.
What made you want to go into advertising? How did you get where you are in your career?
I started my advertising career during the dot com days of the late 90’s. I had a passion for technology and all things digital. As graphical user interfaces and connectivity began to spread, so did the need to create engaging digital experiences.
The alignment of marketing and technology have been a key foundation for the advancement of my career. I have worked in interactive agencies, start-ups, enterprise software companies and large agency holding companies. Having the ability to decipher complex problems into simple solutions has been a key to career advancement. The other critical component to career growth has been my blog. 10 years and over 400 posts later, having a visible point of view and a repository for thought, industry commentary and speaking has been a valuable asset in my career development.
How have you seen the advertising industry change since you started?
The biggest change over my career is the shift towards the empowered consumer. Prior to 2007 advertising had remained somewhat stable with broadcast at the center of the experience. In 2007 we saw that begin to shift with the introduction of the first iPhone. This sparked the shift towards mobility in advertising that is still prevalent.
Then we saw how technology enhances consumer empowerment through the creation of user-created content, accessibility and amplification via social channels, the personification of brands and celebrity being redefined from Hollywood to influencers.
Moving forward we are now seeing the shift from content marketing to contextual and the rise of multimodal interfaces with the focus shifting from mobile and desktop to voice, vision, and touch.
Moving forward, we will see the shift from consumer-centric advertising to system based marketing as algorithms and virtual assistants will take on more responsibility for consumers and ultimately our definition of reality will evolve when we see the convergence of location data, computer vision, augmented reality and artificial intelligence where any space, physical or digital becomes a new canvas to connect with consumers.
What advice do you have for students who want to have a career in advertising?
I have 3 tips for students just starting their career:
1) Network – Begin building a professional network before you start your professional career. Attend industry events and network in-person, focus on your LinkedIn profile and engaging with content. Your professional network is one of your most valuable resources. It should require more nurturing and attention than personal social channels.
2) Sponsor & Mentor – It is key to seek a mentor, someone who works in the industry you are about to enter to help navigate key pitfalls and to “learn the ropes” from a seasoned individual. It is incredibly important to be open to feedback. It is also important to identify a sponsor within your organization. Someone who is either directly or indirectly in your chain of command. Someone who can provide positive internal earned media and groom you for advancement. You cannot always depend on an immediate supervisor to serve this role. Seek out highly respected and influential individuals within the organization, you will know who they are.
3) Original Thought – I cannot reiterate how important publishing content can be for a new grad. Having thoughts on industry commentary or showcasing your ability to connect trends that may not seem to link on the surface is an art that can lead to you being selected over someone else.
How do you incorporate aspects from your work into your teaching?
I look to bring best in class examples and techniques, be it research, the latest on aligning psychographics and affinity to personas or the role of conversational experiences into digital strategies. The key is aligning experience and tools with the core areas of focus of the lesson or assignment.
Follow Professor Edwards on Twitter @BlackFin360 to stay up to date on the latest areas of study.
I had an opportunity to share my thoughts and predictions about the evolution of customer experience in 2018 with Advertising Week & the Huffington Post.
I outlined how technologies that empower consumers, intelligent systems will enhance experiences, and how the blurring of experience between digital and physical will continue to converge in 2018 leading to new forms of interaction.
I also discuss the potential disruption of mobile user experiences as well as the rise of system based marketing as we offload more of our daily tasks to virtual assistants.
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It’s my favorite time of year. No, I am not talking about Santa & reindeer, I am talking about predictions!
Here is a full analysis of potential trends to consider heading into 2018 via a non-linear or choose your own adventure video format just click the image below.
This video starts with a brief intro, then you will have the option to select a specific section of interest or watch it straight through from beginning to end.
In 2017 I spoke a lot about the evolution of experience through the E^3 Innovation To Reality series. 2018 will bring us closer to a convergence of technology that empowers, intelligent systems that enhance, and the line between physical and digital reality will continue to blur.
EMPOWER – Highlighting everything from camera as a platform, virtual reality gets social, evolution of social messaging, physical experiences that enhance digital, immersive eSports, expansion of contextual commerce and more, this section dives into technology that empowers consumers.
ENHANCE – How AI & intelligent systems are accelerating the evolution of experience. From the democratization of AI, device based machine learning, blockchain put to use, visual discovery, voice + visual conversational experiences, and personalized audio.
ENVIRONMENT – How our world is shifting towards synthetic reality with the convergence of location, computer vision and mixed reality that will reshape how we interact with the physical world. This section includes pervasive robotics, biometric security, augmented art, mixing reality, connected intelligence, and brain controlled interfaces.
EXPERIENCE – This section highlights the convergence of empower, enhance and environment. With topics discussed such as Gen Z = enhance vs. create, system based marketing, mobile disruption, ambient computing, and synthetic reality.
Download the complete 2018 trends presentation.
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I was recently asked by the Forbes team to provide insight into my personal approach to networking hacks. To put it simply, what do I do to maintain connections.
The article is Six Little-Known Networking Hacks
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I was recently asked by Readers Digest for insight into key trends for 2018. One of the trends they chose to feature is the intersection of immersive experiences and eSports.
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I received a nice surprise as there was a special package waiting for me in my office. It was an early release version of the Xbox One X Project Scorpio edition.
The Xbox One X officially launches on the 7th of November. I captured the full unboxing, setup, and discuss what’s included and the features of the console including a look at the system after start-up.
A special thank you to Brent at Xbox and Chris from TripleClix for the great surprise.
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I recently had the privilege to join the Up & Out with Connie podcast discussing how disruption is the new normal. Up & Out is featured on iHeartRadio, SirusXM and C-Suite Radio. You can listen here.
I discuss emerging technologies impact on consumer behavior and the acceleration of disruption and the role of the empowered consumer.
We also discuss the shift from content to contextual marketing and the role of data, specifically the data of culture & data of identity as well as the role of intelligent systems, augmented intelligence and artificial intelligence.
We end the discussion with how we interact with artificial intelligence, how I work with start-ups and then personal questions such as a favorite quote, how I started in technology, discussing failure that leads to success and more.
You can listen to the Podcast on C-Suite Radio here
You can download the episode via Apple
Listen via iHeartRadio
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I had an opportunity to discuss the upcoming release of the iPhone 8 & X with AdExchanger. From machine learning to augmented reality, here is the full commentary.
Is Apple becoming more data-driven with the growing focus on Siri and personalization?
Machine Learning was one of the most prominent topics during the keynote event. Apple conveyed that Siri is evolving and the experience will not only be personal, but more contextual in its interactions.
Where Apple truly shines is the interoperability of its platform. Having deep integration gives new insight into datasets, opening up the door for more predictive and seamless experiences.
And what impact will that have for advertisers? Is Apple becoming a friendlier place for advertisers?
The announcement from Apple today is another signal that advertising will continue to evolve from contextual content to contextual experiences. With ARKit, Apple is enabling advertisers to tap into new effect-based marketing opportunities where it’s more about enabling experiences versus creating them.
Dedicated AI chips are a critical component to off-load processing for advanced AI activities, such as facial recognition and real-time machine learning functions within the handsets.
As marketers, we have to expand beyond desktop and mobile to consider a multimodal approach that includes computer vision, touch, voice and immersive computing such as AR & VR.
Apple technology will continue to evolve to support new canvases for marketers to connect with consumers, and it’s important to stay in front of new opportunities that become available.
For Apple to stay competitive alongside Echo and Google in the voice races, we may see Siri evolve to support more skills and actions that can be driven by marketers.
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.
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I received great news this morning that the BlackFin360 Alexa Skill passed certification and was published to the skill store.
Now you can access key insights and information via Alexa by enabling the BlackFin360 skill. Simply search “BlackFin360” on the amazon home page or enable via the Amazon Skills Store here.
Some of the key intents of the skill are as follows:
In the coming weeks I will be adding an RSS feed of the blog content and evaluating YouTube playlists and the Echo Show. I would appreciate if you could enable and rate the skill. Thanks in advance.
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Find BlackFin360 via Amazon Alexa
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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I had the privilege to speak and host Epsilon Symposium 2017. With hundreds of clients in attendance, I was tasked with discussing the role of artificial intelligence across Epsilon and Conversant as well as tease examples of emerging technology that my team and I are working on.
Here are the key highlights I discussed during Symposium 2017. Part of my role is evaluating and embracing the latest innovations and determining how they connect to our Epsilon and Conversant solutions.
Whether that’s through conversational and voice based experiences such as Alexa Voice Services, Google Assistant & Siri, or the amazing artificial intelligence work happening here at Epsilon and Conversant or immersive computing such as augmented & virtual reality, that’s bolstered by our data, insights and creative execution.
So the last ten years I have talked about how disruption is the new normal. How emerging technology can impact consumer behavior and what it means for marketers.
Today we are at an inflection point. Where we are seeing the shift from mobile first to AI first. It’s less about disruption and more about acceleration through intelligent systems.
That’s where Epsilon and Conversant’s heritage of aligning data and technology and driving innovation is the key to leveraging whatever the future may bring and where consumers will be.
Within the agency business, we are using Machine Learning to categorize the data of culture along with our data of identity to fuel our creative approach.
From a product perspective, We are also achieving harmony (Pun intended ;) through machine learning and AI through a centralized intelligence hub for decisioning across channels.
Finally, Conversant is at the forefront of integrating AI through machine learning and image recognition to create world-class speed and scale where every 5 minutes, consumer actions across 160M individual profiles lead to over a billion model updates.
The key moving forward is empowering consumers, enhancing solutions through artificial intelligence and creating immersive experiences
Regardless of how the future state shifts and evolves… be it through bots becoming agents on our behalf, the evolution of consumer based journey’s expanding to include system based journey’s or a hyper connected augmented reality future. All of those elements will be highly dependent on Data and decisioning as the foundational element.
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When I think of Apple, 3 things come to mind: Industrial design of it’s hardware, interoperability across products, and of course millions of apps. After WWDC 2017, I need to add artificial intelligence (AI) enabled experiences, device level privacy and a new focus on augmented reality.
Here is the Full Recap:
AI was a the key theme of WWDC (mentioned 20 times in 2.5 hours). Apple highlighted how both machine learning and deep learning are now integrated across multiple products. From Apple Watch, Siri, facial recognition in photos and even hand written notes in iOS11. AI integrated experiences were one of the more important areas discussed during WWDC.
WWDC also saw a new hardware launch in the form of the HomePod. HomePod is Apple’s entry into the Smart speaker market. While Siri is integrated into the device it’s to be determined the role it can play for brand marketers as the skills and actions we have begun to depend on in other product ecosystems was surprising absent.
Apple is also investing heavily into enabling augmented reality experiences through hardware and software. With the launch of ARKit, their strategy is to empower the millions of developers to take their AR building blocks and create immersive experiences that are closely mapped to the real world via world tracking for both 2D and 3D elements.
Apple is building a foundation for the future built on device level privacy, artificial intelligence, augmented reality and multimodal computing through evolving Siri beyond handsets into cars and the home with Homepod.
Here is a quick reaction video following the WWDC Keynote.
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2017 has seen a rapid acceleration of technology trends. Of the 50+ trends observed from CES, MWC, SXSW, F8, Google I/O and more, here are the top 5 midyear trends that I am closely monitoring heading into 2018.
1) MOBILE FIRST TO AI FIRST
For the past few years, Facebook, Google and other industry heavy weights have proclaimed to be mobile first organizations. Now at the midpoint of 2017 we are seeing shifts from mobile first to AI first. Google recently announced their intent to redefine their core products around AI research, tools and applied AI.
Through 2017 Machine Learning (ML) and Artificial intelligence (AI) are rapidly transforming business, products and services. A primary fuel for ML/AI is data. Understanding how to create actionable data centric AI experiences is critical to drive growth in 2017 and beyond.
2) MULTIMODAL INTERFACES
Conversational experiences have been a primary topic of discussion in 2017. From bots to voice based experiences, to computer vision and object recognition, expanding solutions beyond mobile and desktop has been a major trend through the first part of the year.
The shift towards AI first means text and visual tied to mobile and desktop are not enough to evolve the future of interaction. As 2017 continues to unfold, we will see more voice + paired visual experiences come to market where voice is driving a visual companion experience to further enhance Alexa Skills and Google Actions.
3) CAMERA AS A PLATFORM
As marketers begin to shift their attention from Millennials to Gen-Z, strategies in the first half of 2017 are shifting towards leveraging the camera as a platform.
From Snapchat’s ever evolving lenses to Facebook’s newly announced Frames & AR studios, major industry players are taking a core native behavior that is all about empowerment for the consumer and building new solutions that will integrate real-time data, location and object recognition to create new forms of effect based marketing.
4) RISE OF THE PROXY WEB
The first part of 2017 has shown the first major steps towards the rise of the proxy web. The proxy web is predicated on systems taking over core day-to-day human functions and becoming agents on our behalf. One of the big steps towards this in 2017 was the recent launch by Google of Google Lens.
Google Lens combines the power of Google Assistant and provides the ability to overlay computer vision, which will serve as the basis for contextual augmented reality that links to various services, from purchasing, to content, to predictive reservations based on traffic and other environmental factors. Voice has led the way in 2017, 2018 will be the year of computer vision powered experiences.
5) DEMOCRATIZATION OF IMMERSIVE COMPUTING (VR/AR)
One of the drawbacks to mass adoption of virtual reality has been tied to how isolating an experience can be with limited abilities to share “what’s happening” Both Google and Facebook realize that adoption is closely to accessibility and the ability to share experiences. 2017 has seen a major shift towards the driving the democratization of virtual reality.
The key to driving adoption at scale is to empower consumers, developers and other 3rd parties to create experiences. From empowering the creation of user generated 360 degree content to co-viewing, casting, capturing and sharing VR content. It’s important for brand marketers to pay attention to how consumers interact with these experiences and the rate at which they are creating their own virtual content.
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This week I had the opportunity to attend the Google I/O conference in Mountain View, California. It was an incredibly compelling event as Google shifted their focus as a company from mobile first to AI first. This means that all products will be redefined and enhanced through various forms of AI.
This includes the Google Assistant, which was the star of the show. The deck goes into detail, but it’s incredibly important that we begin thinking about the role that the Google Assistant plays across home, smartphone, wearables, auto and soon AR. With the launch on the iPhone announced at the conference it gives Assistant 200 million voice enabled devices out of the gate.
What is also key to consider is the Google Assistant equivalent of an Alexa Skill, called an Action by Google. Actions can support transactions outside of Amazon as well as not requiring installation. Also, there is a very small number of actions that exist today, but a huge and rapidly growing ecosystem of devices that are Google Assistant enabled.
Here is the full trend recap and analysis:
Section one covers trends tied to connection & cognition:
Section two covers all facets of immersive computing:
In addition to the attached recap, there is also a 4 minute “light recap” video:
For third party commentary, discussed the role of Google Lens & Computer Vision with AdExchanger here
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April 22nd, 2007 marks the date of the first blog post under what was then TheBlackFin.com. Now 10 years and 456 posts later the blog has morphed into what it is today.
Here is a shot from the old TheBlackFin blog.
Starting and maintaining a blog has proven to be one of the most important decisions and invaluable assets in my career development and progression over the past decade.
By the simple act of formulating perspectives on various industry topics, it served as a foundational knowledge base to capture trends and evaluate shifts tied to consumer behavior.
Over time it served as a timeline to measure and gauge key technology inflection points and the impact of disruptive and emerging technologies.
Knowing that I had to create content changed my curation behaviors tied to industry news and new technology. My focus shifted from simply consuming content to analyzing topics and looking for connections as the foundation for digital strategy.
I joined Twitter the same month I started my blog in 2007.
Now, the role of my blog has shifted to sharing thought leadership with agency clients, a reflection of industry media commentary, and speaking engagements. But regardless of how much the focus evolves over the next ten years at it’s core the blog will still be about aligning experience + perspective + prediction.
My strategic approach developed through blogging was a key component to recently being named by Advertising Age as a Marketing Technology Trailblazer.
Beyond blogging, here is additional advice for those just starting their career.
Have a POV – Regardless of platform have a spot to capture your thoughts and focus on 2-3 territories in your industry of interest and begin commenting and creating your voice and perspective.
Build a Network – Your most valuable professional asset is your network. Be diligent in meeting movers and shakers in your industry and seek out those who are crafting a narrative in their industry and emulate their approach until you refine your own.
Mentor & Sponsor – Having an internal advocate is incredibly important when it comes to career advancement. It’s not enough to keep your head down and work hard. You need to work hard and have an internal sponsor who will champion your advancement.
You will also need a mentor, preferably someone who is not in your current organization but knows your industry to provide a bigger picture perspective and guide you through the challenges that will inevitably be a part of career advancement. I have been incredibly lucky and thankful to those who have sponsored and mentored me over the years.
Thank you to the thousands of visitors over the past 10 years. I write to openly share thoughts about the industry and to unravel the connection between emerging technology and it’s impact on human behavior.
Here’s to the next 10 years!
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I recently provided commentary to Advertising Age discussing the potential impact of Facebook shutting down it’s VR studio.
Here is my full commentary:
Facebook shut down its VR studio. What kind of message do you think this sends to marketers, brands?
I take it as a good sign that Facebook is divesting in original content and focusing on external creators. Facebook is betting on the democratization of VR vs. being the originators of content. This holds true to all of their platforms as they are the enablers of the experiences versus the creators of experiences.
Can you explain to our audience why VR isn’t seeing the explosive growth many were predicting two or three years ago?
The barrier to consumption of content through various headsets, and the lack of 360 degree cameras that are readily available to create immersive content, may be why we are not seeing explosive growth. The key for any new technology, especially one like VR is to empower the masses to create their own experiences. This is why we see Facebook shifting towards the camera as the first augmented reality platform, as it’s built on behaviors consumers already engage with.
What do you think we’ll see next from VR?
Democratization of VR is the key to truly unlocking the potential of VR. Once 360 degree cameras are integrated into phones or more readily available we will see acceleration around the creation of VR content. This combined with the rise of more experiences that drive connection, such as Facebook’s VR based Spaces.
Is there an area you feel VR will see growth – near future?
I see more opportunity to redefine how we engage with on demand entertainment and sporting events. Having the ability to control and enhance live sports through contextual hotspots, allowing the consumer to control camera angles, as well as enhanced data to support the experience, such as stats and co-viewing with friends, could be a key growth area for VR.
Anything else that you would like to share?
AR will play key roles in the near future. AR will impact our everyday lives and enhance our environments while VR will shift to more immersive, entertainment and connection with friends and family.
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I look forward to Facebook’s F8 developer conference each year. It’s a great opportunity to see how Facebook is prioritizing and adjusting their 10 year road map based on shifting consumer behavior and new advancements in technology.
What was fascinating about this years conference is the rate they are accelerating the convergence of technologies that connect us, immerse us into new virtual worlds and advancing innovation well beyond what we would expect from a company that identifies itself as social first.
Facebook wants to redefine how we think about reality and the not too distant future when all reality is augmented and virtual. The following provides analysis across the consumer centric filters of connection, cognition and immersion.
Here are few examples of the 15 territories analyzed starting with:
The Camera as the First Augmented Reality Platform – Facebook understands that in order to truly create scale the key is to empower consumers, developers and other 3rd parties to create experiences on their behalf. Consumer empowerment is powerful and will accelerate adoption and ultimately influence consumer behavior towards a new normal.
The democratization of augmented reality (AR) powered by advancing artificial intelligence (AI), has the potential to redefine advertisers approaches to content marketing, making it less about content and more about enabling experiences through compelling and contextually relevant effects.
Frames & AR Studio – Two sets of tools comprise the new Camera Effects Platform. The Frames Studio allows for quick deployment and creation of effects that can enhance an image, video or even Facebook live stream. This platform allows artists, creators and brands to create frames that can be targeted using Facebook targeting abilities for distribution.
The AR Studio is where it’s possible to create light weight AR effects that can developed and enhanced with elements such as real-time data to build highly contextual AR experiences. This is where brand marketers have an opportunity to align data + experiences.
Gaming & eSports
Convergence of gaming & video has been a massive trend over the past 24 months. 2B people play games each month. The rise and consumption of game streams now consists of 665M people watching people play games.
On Facebook people watch, play & create. Facebook’s gaming video product supports eSports (14-31% of live gaming consumption), developers, gaming entertainers and social connection for consumers of game stream content.
Gaming content is digitally native baked in real time interactivity. With gaming video the audience is more than a spectator. They participate in the experience via comments and getting involved in the gameplay.
Messenger 2.0 – 2016 was considered the year of the bot. Primarily fueled by Facebook’s Messenger beta which accelerated the development of a bot ecosystem to further enhance the Messenger experience.
In 2017, Facebook is positioning Messenger as Messenger 2.0 with a sharp focus on integration of other services via chat extensions giving 3rd party bots the ability to seamlessly connect other services such as Spotify or Apple Music.
Facebook is also keen on driving discovery among the 100,000 bots now on the platform via the new discover tab.
Data Design & Artificial Intelligence
Facebook is focused on leveraging multiple facets of Artificial Intelligence to power their products and accelerate 3rd party ecosystems.
Computer vision, natural language processing, and algorithms drive content discovery and their newly launched AR experiences. AI is now a foundational element to Facebook’s go-to-market strategy.
Facebook’s ultimate goal is to develop intelligent systems that go beyond computer vision and truly understand the world. This will then converge with their vision of an AR driven future to create a unified experience.
The Rise of Proxy’s – In the very near future we as consumers will have intelligent systems serving the role of a proxy. Facebook is betting on M to first serve as a virtual assistant that will eventually become a predictive service that is the foundation for their virtual computing future.
M will integrate into multiple facets of a users life from sharing location to recommendations. In the near future M can become the connection between a recommendation and AR object recognition action.
Virtual Reality & Facebook Spaces – Facebook officially launched Spaces for Oculus. This was first teased at F8 last year and the experience has definitely advanced from the grainy avatars from a year ago.
Facebook took research and learnings from Oculus Rooms via the Samsung Gear and refined an experience that lets your virtual avatar interact with Facebook content and friends in a virtual environment.
From virtual selfies to watching 360 video. It’s very clear to see that Facebook is focused on creating a new for of social interaction via a virtual environment.
The Future – Facebook took the first major step in achieving their 10 year goal of fully immersive augmented reality by launching the camera as their first augmented reality platform.
On day 2 of the conference, they outlined in detail how they view transparent glasses (deemed more socially appropriate) or some equivalent that is paired with a general artificial intelligence system to enhance our daily lives.
This includes improving memory, cognition, recognition and redefining how we interact with the physical world and collaborate with one another.
Here is the full recap consisting of all 15 territories analyzed plus implications for brand marketers to consider based on the trend identified.
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I had an opportunity to sit down with AdExchanger during Facebook’s F8 developer conference.
We discussed how Facebook’s new focus on Augmented Reality through camera effects can impact the future of marketing.
From the creation of effect based advertising and the intersection of artificial intelligence and the role of data.
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Today Advertising Age announced their 2017 list of top 25 Marketing Technology Trailblazers and I am honored to be included.
Photo by Bradley Taylor, Caprock Studio
A big thank you to the Epsilon corporate communications team, DGC and Advertising Age judges. I am truly humbled by the inclusion with such a great list of industry innovators.
I am incredibly grateful to my data design strategy and innovation teams. From research, planning, data design, digital strategy, digital experience delivery, social and innovation a huge thank you for all that you do.
Finally, a very special thank you to my amazing wife Cherlyn for supporting all the crazy hours and travel for the past 17 years.
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I have written articles and commented quite a bit about Amazon Alexa and voice based conversational experiences in the media over the past 12 months.
To date there are over 10 million Alexa powered devices in consumer homes and that number is about to increase significantly with Alexa Voice Services integrating in everything from cars such as Ford Sync 3 system to mobile handsets.
Here is an example of Alexa integrated into the Ford Sync 3 system rolling out in various Ford models this fall.
Regarding Alexa skills, skills are to Alexa like apps are to mobile, when I first met with the Amazon Alexa partner team a year ago there were barely 1,000 skills published. As of today there are over 10,000 with that number continuing to increase.
In addition to skills the shift towards voice based experiences has already begun. In 2014, voice search traffic was negligible. Today it exceeds 10% of all search traffic and virtual assistants exceed 50B voice searches per month.
That number is going to continue to accelerate as it’s projected by 2020 to be over 200 billion searches per month will be done with voice. Quickly voice will be a key horizontal channel and central to a converged user experience.
What most don’t realize though is that while most experiences today are zero UI/voice only experiences, the next evolution of voice based systems will be voice + paired visual experiences.
This will ultimately be driven by new hardware that integrates screens, but initially will be driven by responsive web experiences that are powered by Alexa and hands free.
Soon virtual assistants such as the Sony XPERIA Agent shown here at MWC 2017 will have integrated screens to enhance voice + visual.
Voice based skills will be able to showcase information visually by aligning the voice intents with visual queues to create a voice controlled experience that is seamless and enhances the experience.
From highlighting dynamic content to video content, an Alexa skill can easily answer a query and showcase solutions that highlight complex solutions or highly visual elements such as what a recipe should actually look like vs. having to visualize it in ones mind.
Visual queues on the page can also enhance what a user can do with Alexa such as highlighting other related intents such as repeat, help, next steps etc… via a responsive web experience.
This is one of the challenges with pure voice experiences as the user doesn’t always know what their options are to to further engage different aspects of a given skill.
Voice + Visual can also enhance long term engagement which is currently the biggest barrier of Alexa experiences. By considering visual + voice content it is feasible to extend into more entertainment mediums that can be controlled and enhanced via voice.
Voice + Visual also has an impact on the type of data that can be gleaned from progressive profiling and opens up new ways to deploy existing content assets into a system based/virtual assistant driven journey.
I have literally seen the future through a first of it’s kind example of voice (Alexa) + visual (Responsive web) and it is mind blowing. I can’t show it publicly yet but it will reframe your approach to voice based strategy.
Will update this post once the 1st voice + paired visual experience skill is published shortly with visuals.
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I was recently interviewed by eMarketer about wearables in 2017 and how they are trending for marketers as they evaluated the future forecast of wearables.
The full report is available to eMarketer PRO subscribers.
My summarized commentary is that most of the client demand I have experienced over the past few years has been web and mobile centric.
Over the years I have focused on the intersection of wearables, and the data that’s created and how that can refine a more personalized experience. But the reality is that most wearables are simple extensions of a mobile device and that limits their value to marketers.
Most of the wearable based programs I have been a part of were focused more on the data created as well as actionable notifications but interest has shifted significantly towards conversational experiences such as chatbots and voice based systems.
The full report is available to eMarketer PRO subscribers.
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This past week, over 30,000 digitally centric professionals, including myself and Ian Beacraft, descended on Austin, Texas for SXSW Interactive 2017. Our focus was to meet with key strategic partners, gauge emerging trends, monitor product launches and most importantly create content and POVs.
Content included a comprehensive text based trend recap download, live streaming from the trade show floor as well as a full video recap.
Over the years SXSW was an ideal event to gauge and project consumer centric tech trends. From Twitter empowering consumers in 2007, Foursquare focusing on location in 2009, social proximity with Highlight in 2012 and live streaming via Meerkat in 2015.
2017 focused on the rise of intelligent systems from a content perspective and immersive experiences bridged physical to digital.
Marketing is quickly shifting from disruptive tech to acceleration through intelligent systems. 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 impact consumer behavior in the future.
The technology featured at SXSWi 2017 aligns with my view of the coming intelligence revolution. This revolution will be built on new data types that will simplify complex tasks, predict need states and usher in new forms of computing that will radically alter how we connect with both consumers and intelligent proxies.
The attached event recap highlights trends across our framework of Connection, Cognition, Immersion & Convergence which is building towards enabling the acceleration of the Intelligence Revolution.
Connection – Trends that reimagine how we connect, enable and empower consumers.
Cognition – Trends where machine-based intelligence will disrupt and redefine data assets and how we work.
Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce
Here is the download for the SXSW 2017 Trend Recap and Full Recap Video.
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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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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:
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I was recently asked by the Drum to write an op-ed about my hope vs reality heading into SXSW Interactive 2017.
As a digitally progressive marketer, focusing both on current solutions, while keeping a close watch on the future, I am at a crossroads when it comes to identifying the value I receive from SXSW.
Each year, I have high hopes for the event. I look forward to real discussions about key topics driving digital. I want to be inspired by compelling brand experiences that showcase the latest technology, which may be a precursor to new ways to connect, empower, entertain, or all of the above.
My hopes remain high, but I am afraid of the reality, given my experience as a SXSW attendee the past few years. Instead of deep meaningful discussions, the content, especially outside of keynotes, is either too simplified or so generic it lacks any lasting impact. The other issue is that panels are selected for their title, versus their substance, and more often than not, the content is more opinion-based, rather than truth or research based.
The reality has been painful at times. I used to think about SXSW as 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. 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.
You can read the rest of the article on the Drum here.
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What a great show! Mobile World Congress is when the tech world converges on Barcelona, Spain to discuss the ever expanding domain of mobile. I was excited to attend this years event for three reasons: speaking engagement, conducting tours for media and live streaming on behalf of Epsilon. This post will focus on a comprehensive recap of my panel discussion and pre-session approach.
SPEAKING – I had the opportunity to speak at the Modern Marketing Summit event at Mobile World Congress with the CMO of Aston Martin. The main topic was discussing where he could place bets on emerging tech in the near future. I wanted to put more rigor around the discussion and spent time ahead of the session diving into our proprietary data assets to uncover hidden truths about Aston Martin drivers as the basis for recommendations on where to invest for the future.
One of the teams I lead is called Data Design. We take unstructured data from a given category such as automotive and apply machine learning to process conversation among owners and map key perceptions, occasions and attributes as well as personality. Machine learning directs our quantitative research and then we overlay some of the worlds largest proprietary data assets to map category perceptions and behavior among Aston Martin drivers.
This approach proved impactful as the foundation based on data design allowed for differentiation of opinion through insights that allowed a more seamless transition to discuss the intersection of emerging technology and new behavioral signals that will continue to empower consumers.
I begin mapping future state strategy through the lens of Connection, Cognition & Immersion.
CONNECTION – Trends and technology that connect us, this can include voice based and conversational experiences such as chatbots. Here are previous posts on Connection.
COGNITION – All facets of artificial intelligence such as Machine Learning, Deep Learning, Neural Networks. Here is a previous post on AI.
IMMERSION – Full sensing and immersive experiences, Virtual, Augmented, Mixed, Merged reality, all of these will have an impact in the near future, and possibly shift entertainment from the back seat to the front. Here are previous Immersion posts
Once I outlined each of the components of the Connection, Cognition & Immersion framework I then recommended that he first begin by laying a foundational data designed strategy to prepare for the pending intelligence revolution.
The Intelligence Revolution will incorporate both reactive and predictive elements in anticipation of the rise of the Proxy Web & System based journeys. All of this is built on a foundation of data + decisioning and will transcend individual technologies.
Here is additional context about the four components of the intelligence revolution:
REACTIVE DATA SETS – Today most consumer centric marketing is based on reactive data. For this panel I began with machine learning based AI to map the psychographics of the Aston Martin user.
PREDICTIVE – Next you will see the rise of predictive algorithms and API’s. This is where you see the combination of reactive datasets and regression analysis and modeling to build towards predictive experiences.
PROXY WEB – This is essential for the most important point to consider which will be the time very soon when the consumer may not be at the center of marketing. The Proxy web is where bots or other intelligent systems will drive predictive discovery driven by vertical and horizontal algorithms. Where the bots become the new DSP’s and IOT based sensors and intelligent environments become the new DMP’s.
SYSTEM BASED JOURNEYS – That will lead to a new type of consumer journey, except this time it is the addition of system based journeys that provide both predictive elements, but also overlay situational awareness across an intelligent environment.
More detail to come on the topic of the Intelligence revolution in a future post.
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Here is a video recap shot live from the floor of Mobile World Congress 2017 in Barcelona.
The video outlines emerging technology and trends tied to Connection, Cognition and Immersion and touches on key territories such as:
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I was recently interviewed by Ad Age discussing the efforts of my data design team and our work with Amazon and the Alexa Skills Kit.
When I first joined the Epsilon agency team I wanted to bridge traditional brand planning, strategy and data science to uniquely assess all of our data sources and build recommendations that leverage the right data to assist planning, strategy development and data-driven insights to support strategy and creative.
Now the agency data design group is comprised of 3 core components: 1) Mapping the data landscape 2) Storytelling through data 3) Consulting & training. My goal with this team is align intelligence from the data, regardless of source, that will inform how we communicate and message with consumers as technology and behaviors evolve and most importantly drive performance.
There are three primary areas of focus for the team:
1) Proprietary data sources & methodologies e.g. Leveraging Epsilon’s structured data
2) Unstructured data sources & methodologies e.g. Finding previously invisible insights by applying machine learning & artificial intelligence to unstructured category data
3) New data sources & methodologies e.g. Uncover new types of data sets that we call affective datasets and how it will impact and reshape how we connect across the consumer journey
Unstructured and New Data sources combined with Epsilon’s proprietary data began to accelerate our processing and analysis capabilities to uncover consumer truths with unstructured data to further fuel our agency’s strategic storytelling and data driven creative leading to an evolution of brand planning.
For the past 12 months my data design team has focused on aligning emerging artificial intelligence systems and algorithms with our structured data assets to combine all of the following elements.
Data Design is the bridge between planning and bleeding edge tools like cognitive computing, artificial intelligence and natural language processing. Ad Age highlighted our approach with Amazon and how we leverage machine learning on amazon.com down to the product SKU level to further inform communication and engagement strategy as well as our team being one of the early adopters of the Alexa Skills Kit (ASK).
Here is an example of data design concepts in action.
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Now past the experimentation phase, I can say confidently that AI will be a key driver of technology growth over the next decade and will significantly impact consumer marketing. Initial predictions show the market for AI-driven products and services will jump from $36 billion in 2020 to $127 billion by 2025*. (*Source: BofA Merrill Lynch Global Research Estimates — 2017 the year ahead: artificial Intelligence; The rise of the machines.)Most AI we work with today is categorized as Artificial Narrow Intelligence (ANI). This means that the AI is extremely adept at executing specific tasks.
Right now, there are seven subsets of artificial intelligence, outlined below. Brand marketers can better uncover insights, connect with consumers, and redefine customer experiences using this innovative technology.
ML uses human coded computer algorithms based on mathematical models. Probability models then make assumptions and/or predictions about similar data sets.
Currently, machine learning can be leveraged as a service to accelerate sentiment analysis and domain-specific insights. It also serves as a foundational element for identifying consumer behavior based on occasions, perceptions, and attributes to construct themes and trends from unstructured data which represents the thoughts, behaviors, and preferences of consumers taken directly from their online activities.
In 2017 and beyond, I expect more third-party providers will offer ML as a cloud service brands and agencies can leverage to transform products and services into smart objects, able to predict needs and preferences.
Machine learning solutions have allowed my team to align our proprietary structured data assets with unstructured data to combine the best of both worlds. This began to accelerate our processing and analysis capabilities to uncover consumer truths within unstructured data to further fuel our agency’s strategic storytelling.
Cognitive computing builds on machine learning using large data sets.
The goal is to create automated IT systems that can solve problems without human intervention. Marketing centric cognitive computing solutions can consist of a single, all-encompassing solution, or be comprised of multiple services that build and scale applications over time.
From a marketing application perspective, cognitive computing-based solutions range from customer experience enhancing chatbots to closed loop systems for tracking media performance.
Bank of America recently launched the Erica bot using AI, cognitive messaging, and predictive analytics to further influence consumers’ ability to create better money habits.
Cognitive computing will be key to unlocking the potential of conversational experiences. As ecosystems continue to rise, many of the 30,000 chatbots on Facebook Messenger are powered by AI services.
Facebook’s own M virtual assistant housed within Messenger will soon come out of beta testing and will incorporate cognitive suggestions based on content of a conversation users are having. The goal is to make Messenger-based interactions more convenient, enabling users to access services without leaving the conversational thread within Messenger.
NLP refers to intelligent systems able to understand written and spoken language just like humans, along with reasoning and context, eventually producing speech and writing. NLP plays an essential role in the creation of conversational experiences.
Voice-based experiences, such as Alexa’s voice services (AVS), will become pervasive over the next few years. It is projected that by 2020, 30 percent of web browsing sessions will happen without a screen.* (*Source: Gartner analysts at Symposium/ITxpo 2016.)
The core of the AVS experience is a combination of automated speech recognition, natural language processing, and a cloud-based AI that comprise a voice-based user experience.
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” new conversational elements and interactions through developing skills.
Here is an example from Domino’s pizza that allows consumers to order pizza directly through Alexa voice services.
Alexa skill development is one of the quickest ways for brands to connect with the rapidly growing audience that calls upon Alexa to empower their daily lives.
Fitbit is another brand leveraging Alexa-based skills to extend brand engagement. Traditionally Fitbit users depend on an app to visualize their data. With the Fitbit Alexa skill users can get a quick update on the stats that matter the most without the need of a screen.
Deep learning builds on machine learning using neural networks. Neural networks are statistical models directly inspired by, and partially modeled on, biological neural networks such as the human brain. The use of neural networks is what differentiates deep learning from cognitive computing.
Deep learning is currently redefining Google’s approach to search, and search engine optimization (SEO) will never be the same. Previously, Google search results were based on algorithms defined by a strict set of rules and SEO was based on regression models that looked at past behavior to adjust a given strategy.
With the introduction of RankBrain, Google’s machine learning technology, in 2016, search algorithms are now enhanced with artificial intelligence. Google is now processing roughly 15 percent of daily queries by mixing the core algorithms based on each search type.
The system is adept at analyzing words and phrases that make up a search query. It also decides what additional words and phrases carry similar meaning.
Expect the percentage of search queries handled by AI to significantly increase. Marketers will need to rethink site architecture, content, and the signals being sent via backlinks as the systems continue to learn on a query-by-query basis.
A predictive API uses AI to provide access to predictive models, or expose access to an ability to learn and create new models.
Fortune 500 company USAA is analyzing thousands of factors to match broad patterns of customer behavior through its intelligent virtual assistant Nina.
As we shift from consumers using technology to technology enhancing consumers, predictive APIs will play a key role in providing recommendations, enhancing customer service, and providing real-time analytics without in-house data scientists. This is key to unlocking new forms of value exchanges with consumers in a hyperconnected world.
Image recognition finds patterns in visually represented data, pictures, and objects. Facebook and Google are two organizations focused on AI research and solutions in this area.
As image recognition is extended into video and live broadcasts, it will redefine contextual relevance, categorization, and automation of content distribution.
Combined with the advancement of cameras, image recognition and machine learning are transforming the way we process data, including much more than just attitudes and behaviors.
Brand marketers can now leverage images, facial expressions, body gestures, and data collected from IOT-enabled devices to understand the triggers behind behavior and build experiences that anticipate their customer’s needs. This requires brand marketers to transform their data strategy to expand beyond first- and third-party data to also incorporate unstructured datasets that capture affect and unconscious data inputs.
Snap’s pending patent on object recognition is potentially game changing. A recent patent application shows its desire to built object recognition into snaps that can enhance recommended and sponsored filters most likely powered by an AI-based system. This showcases how any object can be aligned with creating immediate context with a consumer and brand.
Olay launched an AI-powered Skin Advisor that ingested user generated photos and provided recommendations for suitable products.
AI-based systems not only have the ability to parse through large data sets and offer predictive solutions, but also can drive the creation of dynamic experiences. AI will become a powerful tool for creating vs. analysis.
Many startups are leveraing AI APIs to create intelligent solutions. The Grid (https://thegrid.io) is leveraging AI to automate web design with Molly. Molly analyzes design decisions and creates new web experiences.
Eventually, AI will be a key driver of creating augmented reality experiences. Dynamic experience generation through AI will recreate physics, recognizing gestures and movements that can generate new consumer experiences.
Below, Mark Zuckerberg discusses the future of AR/VR at Facebook’s F8 conference.
The various subsets of artificial intelligence will continue to be interconnected, redefining how we approach connecting with consumers. AI makes it possible to know the consumer better than ever before. If approached correctly, with the right mix of AI subsets leveraged, companies will see their business grow.
This is a repost of my recent iMedia cover story.
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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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2017 is off to a fast start with CES 2017 as the first major tech expo of the year. Epsilon’s agency is uniquely positioned to drive growth through data driven creative and the intersection of emerging technology & consumer behavior. From a strategy & innovation lens it starts at CES.
Prior to the start of the new year we published our 2017 trend framework this document sets the foundation for how we identify macro trend territories that have the highest probability of creating new behaviors and empower consumers through the lens of Connection, Cognition & Immersion in the near future.
CES 2017 was our first opportunity to further validate the territories but more importantly identify some of the key tech trends that will have a major impact on marketing over the next few years. In the attached document you will find an in-depth review of key trends such as the impact a connected product ecosystem and how Alexa Voice Services are quickly positioning to scale quickly through 3rd party integrations. You will also find examples of new types of interfaces and input devices that may further lead to an ambient computing future.
2017 is also the turning point from “everything will be connected” to everything will be cognified”. The impact of artificial intelligence will be a big topic in 2017 and Epsilon is uniquely positioned to capitalize (look for more on this topic on January 19th via an industry AI op-ed). CES validated the idea of pervasive cognition as well as advancements via contextual assistants and object recognition.
The rapidly developing immersion ecosystem built on full sensory immersion, spatial freedom and alternative interfaces also caught our attention.
Here is the full recap deck:
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I recently sat down with Jeffrey Hayzlett of C-suite TV for the first episode of season 7 for Executive Perspectives live.
He recently wrote a piece for Entrepreneur.com outlining 5 business trends that will take off in 2017. Jeffrey referenced our conversation regarding automation of conversational experiences through artificial intelligence.
The infusion of voice-based technology into consumer products, and the ways in which brands are shifting from social media to social messaging strategies were the subject I addressed with Epsilon Chief Digital Officer Tom Edwards, during a recent interview. Edwards told me how “disruption is the new normal” and how chatbots are the next thing chief marketing officers will have to deal with as technologies keep evolving.
For more insight from the discussion here is a link to the full interview.
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