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.
Edwards joined Buckner to discuss modern day digital, social, and mobile innovations, the importance of bridging technology and marketing, and the four core elements that bring a campaign to life.
Below are a few of the highlights from the conversation:
TA: Tell us about what life is like at TMA and some of the projects you work on every day.
Tom: At The Marketing Arm, we’re really a consumer engagement agency, so that touches a wide range of project types – everything from digital to promotional to talent to production. A number of different types of projects come across my desk on any given day.
I’m a part of the digital engagement division and we service about 16 core clients, everything from ExxonMobil, to GameStop, to name just a few organizations. So over the last 15 years, my role within the industry has really shifted from starting more on the technology side, and really kind of incorporated being that bridge between technology and marketing.
As digital continues to progress, we’ve seen it all: the end of the dotcom boom, massive portals, the rise of consumer social. All of these different types of trends we’ve seen definitely had a hand in touching and guiding different project types across multiple platforms and different routes of sale. It’s been a fun, interesting ride and it continues to get better.
TA: What suggestions do you have for a team trying to compare and find the right marketing automation vendors? What should they be looking for?
Tom: Portability. If I’m able to either leverage a tool that can aggregate content, redistribute, visualize – things where there is a seamless flow, whether that’s through an API or through an SDK or whatever it may be, that’s what I’m ultimately looking for now.
I’m looking for, “How can this one piece fit into the larger strategy that I’m trying to deploy and continue to add value without adding additional barriers or additional layers?” That’s really the key piece for us as we’re moving forward, because we’re touching so many different channels, everything from top line awareness via digital all the way down to shopper and point of sale.
So, making sure that we can have programs that can work in scale. Scale is another key piece for us, too, and the data considerations depending upon local versus global, so there are a lot of different pieces that we look at when we’re evaluating. But for me, it’s how can whatever tool that you’re leveraging best provide value for everything as a whole, versus just one specific piece or one specific function.
Listen to the entire show above in order to hear the full conversation, or download the show to listen later. You can subscribe to the TA Expert Interview Series via Soundcloud, in order to get alerts about new episodes.