Tom Edwards, the Executive Vice President of Strategy and Innovation here at The Marketing Arm, was recently invited to be a guest on the TechnologyAdvice Expert Interview Series to share his insight on the digital marketing landscape. The series, which is hosted by TechnologyAdvice’s Clark Buckner, explores a variety of business and technology verticals through conversations with industry leaders.
Another year, another SXSW Interactive is in the books. Each year I look to get inspired, reconnect with publishers and 3rd party partners and look for new or incremental innovation that can add value for my clients. This year, one of the areas that caught my attention was the advancement of 3rd party integration and applications tied to virtual reality experiences.
Q: What role could Snapchat and other social media platforms play in March Madness marketing?
TE: “Snapchat is actively looking to connect and extend physical experiences digitally. With their our story product, they are looking to provide brands with an opportunity to authentically connect their brand with content being created by event goers.
“Collaboration around a Shared Passion for a Local Cause” is TMA 10’s motto and their living their motto through their work for the East Lake Pet Orphanage. TMA 10 is a group of TMAers that come together the first Saturday of the month to help with the orphanage.
In its 14th consecutive year as retail sponsor for the Academy Awards, JCPenney is engaging Oscar fans through an interactive web and mobile game created by TMA. The Oscars Play to Give experience ties in charitable giving with JCPenney’s new spring fashion and various Oscar themes such as the red carpet, awards and celebrity antics.
In 2015, we’ll see brands leverage data, content and channels to maximize their sponsorship investments. There will be an increased focus on leveraging behavioral data to inform programmatic media buying, as well as the opportunity to visualize data in a unique way that further ties events and attendees together.
TMA SVP, Innovation & Strategy Tom Edwards tackled the subject of dark social and where he sees it headed in 2015. An excerpt from the Media Post article:
“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.
Tom Edwards, SVP of Digital Strategy & Innovation at TMA, believes that these three key areas will define 2015. Here’s why he thinks that there have been certain industry indicators to suggest that we will be immersed in data informing content, and the unique channels that will deliver them.
When fans take their seats at The AT&T Stadium this season, one of the first things they’ll see is a brand-new, 130-foot LED display along the east platform. It’s the AT&T LiveFX Board, and there’s nothing else like it. The innovation is part of the AT&T Fan Experience Project, led by TMA, with the goal of magnifying the fan experience through technology.