Tom Edwards

Interview with Tom Edwards, Chief Digital & Innovation Officer, Agency, Epsilon

I have attended SXSW a dozen times over the past 18 years. I am definitely a SXSW veteran. I used to attend SXSW to look for the “next big thing”. From Twitter, Foursquare, Highlight, and Meerkat, SXSW used to be the launching pad for consumer-centric platforms that held the promise for new ways to connect with consumers.

Now in 2018, it’s less about apps and more about intelligent systems and the ever-evolving ways we interface with technology. That and of course SXSW is one of a… Show more

I have attended SXSW a dozen times over the past 18 years. I am definitely a SXSW veteran. I used to attend SXSW to look for the “next big thing”. From Twitter, Foursquare, Highlight, and Meerkat, SXSW used to be the launching pad for consumer-centric platforms that held the promise for new ways to connect with consumers.

Now in 2018, it’s less about apps and more about intelligent systems and the ever-evolving ways we interface with technology. That and of course SXSW is one of a handful of events where most of the industry converges on a single location. Show less

As SXSW Continues to Grow, Is it Still Worthwhile for Brands to Activate There?

Mobile Continues to Dominate Marketing Opportunities, But Brands Should Consider What's Next

We are in the thick of customer-centric marketing. As we enter 2018, there will continue to be a greater shift of marketing dollars to upstart digital platforms and products, as brands need to pay heed to the trends that have been taking over consumers’ attention. In 2018, experiences, not marketing, will increasingly become the driver of selling strategies as personalized engagement becomes possible at a deeper and more productive level.

"Businesses and third parties are now able to integrate themselves into the user experience, creating an entirely new consumer portal," Tom Edwards, chief digital officer at Epsilon, said in emailed comments on social messaging. "As we move into 2018, expect this trend to continue as the likes of iMessage, Facebook Messenger, Slack, WeChat and more attempt to consolidate services through APIs and downloadable 'mini-apps.'"

To Evolve Customer Experiences in 2018, Focus on the Three E’s

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.

Tom Edwards, the chief digital officer at Epsilon, said, "I focus on creating value for my network whenever possible, whether it is creating original content with a unique POV to provide insight into a potential topic of interest or helping a colleague in need with introductions." By stating your intent to help others, many times people will want to enthusiastically reciprocate.

Discussed the rise of eSports

Marketers, forget virtual reality (VR) for now. VR and augmented reality (AR) often get lumped together, but AR is the consumer-facing technology that’s taking center stage.

At a special event on Tuesday, Apple unveiled an assortment of new hardware and software, including iPhone 8, souped-up Apple TV, the next generation of Apple Watch and a soon-to-hit exclusive iPhone with an edge-to-edge display.

eSports rapid ascension with Millennials and Gen Z is a result of a movement driven by a mindset that wants to connect, share and compete in new ways that traditional sports can’t provide. Using Epsilon proprietary data assets, Epsilon partnered with TripleClix to understand Millennial’s and Gen Z’s affinity towards eSports, and created proprietary eSports segments that brands can leverage to identify sponsorship and audience behavioral targeting opportunities.

I recently provided commentary to Advertising Age discussing the potential impact of Facebook shutting down it’s VR studio.

Tom Edwards is different from most of the other people flowing through the halls of the McEnery Convention Center in San Jose at Facebook’s F8 developers conference this week.

Because Edwards isn’t a developer. He’s the chief digital officer at marketing services firm Epsilon.

Write up of Tom Edwards 2017 Ad Age Marketing Technology Trailblazer

eMarketer has significantly revised its estimates of wearable usage downward for the entire forecast period, due to the Apple Watch’s failure to generate mass appeal. By 2020, only around on in five US adults—54.9 million—will use a wearable device on a monthly basis.

Contributed to the Full eMarketer Report available to subscribers.

Even larger brands, like SXSW powerhouses such as AT&T, Samsung and Chevy, decided to opt-out of presenting large activations this year. "2017 may be the year that programming was the focal point over experiences at SXSW," said Tom Edwards, chief digital officer, Agency at Epsilon. "In previous years, you would see major brand installations from sponsors featuring a mix of products and technology. It was an odd feeling, as the best word to describe SXSW Interactive this year was subdued."

It’s almost that time of year, when all types of marketers, brand, agency, ad tech, mar tech and publishing executives descend to the great state of Texas for a week of over-the-top experiences, panels and lavish “networking” events. Yes, I am talking about 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.

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.

For the past 12 months, my team and I have focused on multiple facets of artificial intelligence (AI) with data as the primary fuel that powers key insights. We have leveraged machine learning, natural language processing, predictive APIs, and neural networks to uncover consumer truths that previously would have taken weeks or months to uncover.

Last year, 2016, is in our rearview mirror, so it’s time to look to the trends in 2017 that will change how we do business

As the newly anointed largest media channel by investment, digital marketing will look more polished in the months ahead as marketers give it its due.

Luxury retailers need to support in-store experiences with full-bodied online strategies more so than ever now that shoppers are taking their time in the decision-making process for the upcoming holiday season.

Digital shopping tools are gaining popularity amongst consumers and proving to be the key drivers in their path to purchase. The Q1 2016 consumer survey conducted by Epsilon in North America, Shoppers Voice, analysed consumer shopping habits and sentiment.

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.

With apps like Facebook Messenger, WhatsApp and Snapchat vying with conventional SMS to be the preferred texting method, the line between social media and texting is more blurred than ever. And brands have a real chance to capitalize on this, according to a newly released study by Dallas-based marketing group Epsilon.

Social media—and now social messaging—is a path to understanding and being in a relationship with your customers. Social messaging is poised to become the most direct, direct marketing channel, creating immediate 1:1 conversations with customers.

The pending shift towards immersive experiences is one that is exciting and presents new opportunities to connect with consumers.

SXSW Interactive 2016 kicked off this week with thousands of marketers descending upon Austin, Texas for food, fun, and a glimpse at new and emerging technologies that will impact how brands connect with consumers. Even in its 23rd year, SXSW Interactive’s influence and role in innovation is not waning.

2016 is poised to be a year that features truly transformational innovation. With many claiming virtual reality as the next evolution of computing, we will see how consumers respond. Will they be ready to embrace immersive experiences beyond simple curiosity and engage with brands?

The 2016 Consumer Electronics Show kicks off in just a few weeks, and we marketers will get a glimpse of new technologies that will impact how we talk to our audiences.

Here are 5 trend territories to keep an eye on at this year’s expo: Emotive Robotics, Gesture Based Interfaces, Flexible Displays, Virtual Reality, Holographic Computing

How to create content for the 3 most powerful age groups in America.

I recently made a big career move to become the chief digital officer, agency at Epsilon. The transition forced me to accelerate my thinking about where the industry is going and what it takes to win as an agency in today's competitive marketplace.

From a strategy perspective, Instagram is one of the more misunderstood social platforms when it comes to outlining its role and business impact along the path to purchase. Below is a breakdown of three Instagram use cases that outline various levers that can influence user behavior and ultimately lead to awareness, advocacy, and offline conversion.

If you’re going on a monster hunt, it’s a good idea to bring a map. And if you want to build buzz around the release of a new game, you should have the right tool as well—in our case it was Google Maps APIs. We built a website for GameStop to promote the launch of The Witcher 3: Wild Hunt, an action role-playing game from Warner Brothers and CD Projekt RED. After a visitor logs into the promotional website she is dropped into a map of the world and collects clues about where to find monsters… Show more

If you’re going on a monster hunt, it’s a good idea to bring a map. And if you want to build buzz around the release of a new game, you should have the right tool as well—in our case it was Google Maps APIs. We built a website for GameStop to promote the launch of The Witcher 3: Wild Hunt, an action role-playing game from Warner Brothers and CD Projekt RED. After a visitor logs into the promotional website she is dropped into a map of the world and collects clues about where to find monsters. The goal is to be the first person to find each monster and win a prize. Show less

I recently attended the F8 Facebook Developer Conference 2015, and below is a recap of the 10 key takeaways from the annual developer conference that outline the current and future state of plans of one of the world's largest tech companies.

Dark social is the sharing activity that is somewhat invisible to traditional analytics. It’s the culmination of referrals and sharing of content that originates from instant messages, e-mails containing links, and most recently, the rise of ephemeral social communication platforms such as Snapchat, WeChat and WhatsApp.

In 2015, Snapchat is the fastest growing social app. I have received numerous client requests for POV's on the platform, and I was recently briefed by the Snapchat team. What the team unveiled takes the platform to the next level for brands interested in reaching the 14-to-28-year-old demo in 2015.

As a technology-centric digital marketer, I am constantly evaluating consumer adoption trends, tech startups, and the latest in emerging platforms. My goal is to align consumer behavior with relevant digital solutions that create value for my partner brands.

We are in the midst of an innovation revolution, with a slew of new and innovative companies and startups vying to become the next big thing. We are now more connected than ever, and functions that used to require separate devices… Show more

As a technology-centric digital marketer, I am constantly evaluating consumer adoption trends, tech startups, and the latest in emerging platforms. My goal is to align consumer behavior with relevant digital solutions that create value for my partner brands.

We are in the midst of an innovation revolution, with a slew of new and innovative companies and startups vying to become the next big thing. We are now more connected than ever, and functions that used to require separate devices are now accessible simply through your phone. Finally, we have seen exponential growth in terms of the sheer volume of data being created. Show less

What are the keys to creating branded content in video games? How do marketers promote their products and services without alienating gamers?

When it comes to cutting through the hype of the latest innovation trend or the next great marketing technology, I look for products that have the potential to create experiences that move people. The key is to align with partners that understand it is not just about features and functions, it's about relevant use cases that can be combined with the right brand to create a compelling user experience and ultimately provide value to the consumer.

Visual imagery transcends languages and evokes emotional responses more so than a text-heavy status update. From a brand perspective, visual storytelling is the natural evolution of existing consumer behaviors and helps to humanize brands. Brands can interact with consumers to drive the creation of branded content, which drives additional attention in a user's social activity stream, thus driving additional consideration for the brand.

My commentary was included in this Fortune article

With the combination of 40 million users in a little more than 88 days, and a 68 percent share of the search market, Google is positioned to fully maximize social engagement with Google+. The initial launch strategy was primarily consumer focused and any branded solutions were put on hold. With the recent release of Google+ pages, now is the time to define your brand's strategy when it comes to fully maximizing the benefits of Google+ both short and long term.