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The Biggest Lies That Digital Marketers Tell Themselves - 3XE Digital

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3XE Digital Proudly presents:
Samuel Scott, Marcom Director at Logz.io & Columnist at The Drum

Too much of the time, people accept whatever so-called experts and influencers tell them. We believe whatever we hear within the digital marketing echo chamber — even when those ideas are presented without evidence and later shown to be false. In this keynote address, Samuel Scott, the Marcom Director of log analytics platform Logz.io and a columnist for The Drum, will highlight the biggest lies and falsehoods within online marketing.

**presentation is NOT for commercial use**
For more info visit: www.3xedigital.com

Published in: Marketing
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The Biggest Lies That Digital Marketers Tell Themselves - 3XE Digital

  1. 1. The Biggest Lies That Digital Marketers Tell Themselves SAMUEL SCOTT DIRECTOR OF MARKETING AND COMMUNICATIONS – LOGZ.IO COLUMNIST, THE PROMOTION FIX – THE DRUM GLOBAL MARKETING SPEAKER #3xedigital -- @samueljscott – samueljscott.com
  2. 2. Lie #1 “Advertising is Dead” #3xedigital -- @samueljscott – samueljscott.com
  3. 3. “Advertising is Dead” "You're seeing the end of the era of mass marketing. Nobody can afford it anymore, and consumers are overloaded with messages." Jim Nail, principal analyst at Forrester Research, to the New York Times 2004: #3xedigital -- @samueljscott – samueljscott.com
  4. 4. “The post-advertising age is under way.” Bob Garfield in Ad Age 2009: “Advertising is Dead” #3xedigital -- @samueljscott – samueljscott.com
  5. 5. “Advertising is Dead” #3xedigital -- @samueljscott – samueljscott.com
  6. 6. Advertising is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
  7. 7. Lie #2 “Content marketing is the only marketing left!” – Seth Godin #3xedigital -- @samueljscott – samueljscott.com
  8. 8. “We honestly believe that outbound marketing is dead.” The Hubspot Blog, October 2011 2011: So-Called “Content Marketing” #3xedigital -- @samueljscott – samueljscott.com
  9. 9. #3xedigital -- @samueljscott – samueljscott.com So-Called “Content Marketing”
  10. 10. The Promotion Mix Promotion Advertising Direct Marketing Public Relations Sales Promotion Personal Selling SEO #3xedigital -- @samueljscott – samueljscott.com
  11. 11. So-Called “Content Marketing” #3xedigital -- @samueljscott – samueljscott.com
  12. 12. Promotion Advertising Content Channel Direct Marketing Content Channel Public Relations Content Channel Sales Promotion Content Channel Personal Selling Content Channel SEO Content Channel “Content marketing” just refers to all of this: So-Called “Content Marketing” #3xedigital -- @samueljscott – samueljscott.com
  13. 13. So-Called “Content Marketing” #3xedigital -- @samueljscott – samueljscott.com
  14. 14. So-Called “Content Marketing” #3xedigital -- @samueljscott – samueljscott.com
  15. 15. So-Called “Content Marketing” -- Hubspot Blog Topic Generator #3xedigital -- @samueljscott – samueljscott.com
  16. 16. Lie #3 “People want to engage with brands on social media!” #3xedigital -- @samueljscott – samueljscott.com
  17. 17. “Social Media Marketing” is Useless Do this experiment. #3xedigital -- @samueljscott – samueljscott.com
  18. 18. “Social Media Marketing” is Useless  Coca-Cola has 23 million users in the UK  Coca-Cola has 2.5 million Facebook followers in the UK – 11% of users  Organic posts will be seen by 11% of followers -- only 275,000 people, or 1.20% of all users  “Engagement” from 0.22% of followers – only 5,500 people, or 0.02% of all users #3xedigital -- @samueljscott – samueljscott.com
  19. 19. “80 million Americans will eat at least one Oreo this year, meaning the Super Bowl Twitter campaign reached less than 1% of its target market. Still impressed? – Mark Ritson “Social Media Marketing” is Useless #3xedigital -- @samueljscott – samueljscott.com
  20. 20. “Social Media Marketing” is Useless  ”Pepsi Refresh” in 2010  Moved millions in ad spend from TV to social media  Decrease of 5% in market share  Lost $350 million  #3 brand – behind Diet Coke  See Ad Contrarian Bob Hoffman #3xedigital -- @samueljscott – samueljscott.com
  21. 21. “Social Media Marketing” is Not a “Thing” Promotion Advertising Content Channel Direct Marketing Content Channel Public Relations Content Channel Sales Promotion Content Channel Personal Selling Content Channel SEO Content Channel “Social media” is just a collection of channels over which these things can be done: #3xedigital -- @samueljscott – samueljscott.com
  22. 22. “Social Media Marketing” is Useless 2.3 billion people are active social media users. What do you think that these billions of people want? #3xedigital -- @samueljscott – samueljscott.com
  23. 23. Lie #4 “TV is dead!” #3xedigital -- @samueljscott – samueljscott.com
  24. 24. TV is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
  25. 25. TV is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
  26. 26. TV is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
  27. 27. TV is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
  28. 28. So……. Why Do Marketers Make Bad Assumptions? #3xedigital -- @samueljscott – samueljscott.com
  29. 29. Why the Buzzwords? #3xedigital -- @samueljscott – samueljscott.com
  30. 30. The Echo Chamber… #3xedigital -- @samueljscott – samueljscott.com
  31. 31. …Leads to Bad Marketing… #3xedigital -- @samueljscott – samueljscott.com
  32. 32. Social Media is One Example #3xedigital -- @samueljscott – samueljscott.com
  33. 33. Go Back to the Past When Going Into the Future #3xedigital -- @samueljscott – samueljscott.com
  34. 34. The Internet and mobile: 1. Are just new sets of communications channels 2. Simply allow for new formats of marketing collateral Market Over Online & Offline Channels #3xedigital -- @samueljscott – samueljscott.com
  35. 35. Promotion Advertising Content Channel Direct Marketing Content Channel Public Relations Content Channel Sales Promotion Content Channel Personal Selling Content Channel SEO Content Channel Market Over Online & Offline Channels #3xedigital -- @samueljscott – samueljscott.com
  36. 36. Resources  The Drum: My Promotion Fix columns  My TechCrunch columns: Everything the Tech World Says About Marketing is Wrong and How Google Analytics Ruined Marketing  My Amazon.com list of traditional marketing books to read  My marketing speaker page and blog  Follow me on Twitter, Facebook, and LinkedIn – RSS and e-mail list #3xedigital -- @samueljscott – samueljscott.com
  37. 37. Go raibh maith agat! Samuel Scott Director of Marketing and Communications, Logz.io samuel@logz.io @samueljscott Facebook and LinkedIn RSS and e-mail list #3xedigital -- @samueljscott – samueljscott.com

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