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The 10 Plagues of Marketing

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The 10 Plagues of Marketing

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There’s a battle raging right now in the marketing and advertising worlds. At the risk of resorting to hyperbole, there are a lot of evil practices out there, fueled in part by sellers seeking cheap gains that conflict with buyers’ long-term interests, and buyers seeking the lowest cost and most convenient option rather than what will deliver the most business value.

This talk was given at a private event hosted by viola group and carmel ventures in September 2016. an article based on this was subsequently published in venturebeat.
This is an annotated version so that it is more readable.

There’s a battle raging right now in the marketing and advertising worlds. At the risk of resorting to hyperbole, there are a lot of evil practices out there, fueled in part by sellers seeking cheap gains that conflict with buyers’ long-term interests, and buyers seeking the lowest cost and most convenient option rather than what will deliver the most business value.

This talk was given at a private event hosted by viola group and carmel ventures in September 2016. an article based on this was subsequently published in venturebeat.
This is an annotated version so that it is more readable.

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The 10 Plagues of Marketing

  1. 1. Breaking Free from the 10 Plagues of Marketing DAVID BERKOWITZ SEPTEMBER 12, 2016 D@SERIALMARKETER.NET @DBERKOWITZ Breaking Free from the 10 Plagues of Marketing DAVID BERKOWITZ DAVID@SERIALMARKETER.NET @DBERKOWITZ
  2. 2. 2 About This presentation THIS TALK WAS GIVEN AT A PRIVATE EVENT HOSTED BY VIOLA GROUP AND CARMEL VENTURES IN SEPTEMBER 2016. AN ARTICLE BASED ON THIS WAS SUBSEQUENTLY PUBLISHED IN VENTUREBEAT. THIS IS AN ANNOTATED VERSION SO THAT IT IS MORE READABLE. AS FOR YOUR PRESENTER, I HAVE SPENT THE PAST 15 YEARS KEEPING TO P TECH, MEDIA, AND CONSUMER BRANDS AT THE CUTTING EDGE OF MARKETING. IF YOU WANT TO KNOW MORE, FOLLOW ME AT SERIALMARKETER.NET, JOIN MY PERIODIC NEWSLETTER AT BIT.LY/SERIALLYSIGNUP, CHAT WITH MY BOT AT M.ME/SERIAL.MARKETER, OR EMAIL ME AT DAVID@SERIALMARKETER.NET. IF YOU CARE TO TWEET THIS, I’M @DBERKOWITZ. THANKS FOR READING. DAVID BERKOWITZ
  3. 3. Special thanks to Nina Paley 3 Ninapaley.com THE DRAWINGS IN THIS PRESENTATION ARE COURTESY OF NINA PALEY, WHO SHARED HER WORK VIA FREE CULTURE PERMISSIONS. CHECK OUT HER CREATIONS ON HER SITE AND VIMEO. HER WORK HERE DOES NOT REPRESENT THE ARTIST’S VIEWS OR ENDORSEMENT.
  4. 4. Battle forming: good vs evil 4 THERE’S A BATTLE RAGING RIGHT NOW IN THE MARKETING AND ADVERTISI NG WORLDS. AT THE RISK OF RESORTING TO HYPERBOLE, THERE ARE A LOT OF EVIL PRAC TICES OUT THERE, FUELED IN PART BY SELLERS SEEKING CHEAP GAINS THAT CONFLICT WITH BUYERS’ LONG- TERM INTERESTS, AND BUYERS SEEKING THE LOWEST COST AND MOST CONV ENIENT OPTION RATHER THAN WHAT WILL DELIVER THE MOST BUSINESS VALUE.
  5. 5. 5 1: Trust disintegration TRUST AMONG ALL PARTIES – AGENCIES, BRANDS, PUBLISHERS, TECH VENDORS – SEEMS TO BE AT AN ALL-TIME LOW. AND THIS LACK OF TRUST EVOKES THE PLAGUE OF BLOOD: IT SEEPS INTO EVERY DEALING AND INTERACTION, AND IT THREATENS OUR L IVELIHOODS.
  6. 6. 6 1: TRUST DISINTEGRATION NOTE: LOOK FOR SOURCES IN THE NOTES ON SLIDESHARE. I ALSO EMBEDDED LINKS, BUT THOSE DON’T ALWAYS CARRY OVER. GIVEN THE CUSTOM FONTS HERE, THIS IS SAVED AS A PDF, BUT EMAIL ME AT DAVID@SERIALMARKETER.NET IF YOU WANT THE FU LL SLIDES.
  7. 7. 7 Thou Shalt put your clients’ interests first – even above your own. THIS IS PROBABLY INTUITIVE, BUT AFTER EACH PLAGUE, A RELEVANT “C OMMANDMENT” IS PAIRED WITH IT. THESE WILL SUBSEQUENTLY APPEAR SANS COMMENTARY.
  8. 8. 8 2: shinynewobjectism HOW DISTRACTING IT MUST HAVE BEEN TO BE BOMBARDED BY ONE FROG AF TER ANOTHER. MARKETERS ARE CONSTANTLY TRYING TO JUGGLE DISTRACTIONS OF THE LATEST BUZZWORDS RATHER THAN FOCUS ON WHAT WILL DRIVE THE MOST BUSINESS IMPACT. GRANTED, MARKETERS DO NEED A PORTFOLIO APPROACH WITH CALCULATED BETS ON WHAT WILL MATTER MORE IN THE FUTURE.
  9. 9. 9 2: SHINYNEWOBJECTISM
  10. 10. 10 THOU SHALT PRIORITIZE WHAT WORKS WHILE PLANNING FOR WHAT’S NEXT
  11. 11. 11 3: federalization THE FEDERAL GOVERNMENT IS TAKING A GREATER INTEREST IN ADVERTISI NG, FROM INFLUENCER MARKETING TO AD BLOCKING. SOME MAY SEE THIS AS OVERDU E WHILE OTHERS SEE IT AS OVERREACHING. REGARDLESS, IT’S HAPPENING, LARGE LY BECAUSE THE GOVERNMENT NO LONGER TRUSTS EFFORTS AT SELF-POLICING. THE SWARM OF REGULATIONS WILL MULTIPLY UNTIL WE DO MORE TO SHOW IT’S NOT NEED ED.
  12. 12. 12 3: federalization
  13. 13. 13 THOU SHALT STAY ON THE RIGHT SIDE OF THE LAW – AND try to DO SO EVEN BEFORE SUCH LAWS ARE WRITTEN
  14. 14. 14 4: FRAUD THE FOURTH PLAGUE IS SO TOUGH TO PARSE THAT ONE CAN’T TELL IF TH E BIBLICAL TEXT REFERS TO FLIES OR BEASTS. IF THE ANCIENT EGYPTIANS WEREN’T SURE WHAT HIT THEM, NEITHER ARE BILLIONS OF INTERNET USERS, OR THE MARKETERS WHO PAY FOR ADS THAT ARE NEITHER SEEN NOR CLICKED. IT’S TIME FOR A ZERO -TOLERANCE POLICY FOR FRAUD.
  15. 15. Source: ForensIQ 15 4: FRAUD THIS ONE EXAMPLE FROM FORENSIQ FOCUSED ON ONE KIND OF FRAUD, MOBILE DEVICE HIJACKING, AND REPORTED THAT MOBILE ADVERTISE LOSE 13% OF AD SPE ND FROM IT.
  16. 16. 16 Thou shalt verify the good and disqualify the bad – even if your reporting suffers in the short term
  17. 17. 17 5: ROBOTIZATION THE CATTLE DIED OFF, SO DID ANY KIND OF LIVELIHOOD SECURITY. ROB OTS ARE INDEED RISING, AND THAT IS GREAT FOR SOME KINDS OF EFFICIENCY. BUT IT W ON’T BE WITHOUT CONSEQUENCES, AS NOT AS MANY PEOPLE WILL BE NEEDED TO BUY MEDIA, ANALYZE IT, AND REPORT ON IT. CLIENTS WILL BE ABLE TO DO MORE THEMSELVES DIR ECTLY WITHOUT THE NEED FOR THIRD PARTIES GETTING INVOLVED.
  18. 18. 18 5: ROBOTIZATION
  19. 19. 19 Thou shalt make way for robots while honing safer skills like strategy and leadership.
  20. 20. 20 6: RECESSIONISM ONCE YOU’RE HIT WITH BOILS, IT SEEMS LIKE THEY STICK AROUND FORE VER. EVEN WHEN THEY’RE GONE, THEY’VE LEFT THEIR MARK. THE SAME IS TRUE FOR RECE SSION-ERA THINKING. SINCE 2008, UNEMPLOYMENT IS DOWN AND THE STOCK MARKET’ S UP, BUT THE RECESSION MENTALITY LINGERS WITH THE NEED FOR CAUTION AND COST S AVINGS.
  21. 21. 21 6: Recessionism
  22. 22. 22 Thou shalt plan for growth and reward the partners that deliver it – with your trust.
  23. 23. 23 7: LONG LIVE THE ROI (THE ROI IS DEAD) THE GREAT NEWS IS MARKETERS ARE THINKING MORE ABOUT THE RETURN O N INVESTMENT THEY’RE GETTING FROM MARKETING. YET A RAINSTORM THAT SEEMS NOURISHING CAN REVEAL ITSELF TO BE HAIL. A FOCUS ENTIRELY ON DIR ECT RESPONSE STARVES AND UNDERSERVES BRAND MARKETERS. BRAND MARKETERS STILL N EED BETTER WAYS TO DETERMINE DIGITAL AD EFFECTIVENESS WHILE KEEPING CREATIV ITY FLOWING.
  24. 24. 24 7: THE ROI IS DEAD
  25. 25. 25 Thou shalt create value for brand advertisers through metrics – And ideas – that matter
  26. 26. 26 8: ad avoidance WHEN THE CROPS WERE DEVOURED BY LOCUST SWARMS, THERE WAS NOTHING LEFT FOR PEOPLE TO EAT. WHEN AD BLOCKER SWARMS ROSE UP, MANY PUBLISHERS S TARTED STARVING. WITH AD BLOCKING, IF THERE’S A WAY, THERE’S A WILL – IT DOESN’T MATTER SO MUCH WHY PEOPLE BLOCK ADS, BUT THAT ONCE PEOPLE CAN DO SO, TH EY EMBRACE IT.
  27. 27. 27 8: ad avoidance
  28. 28. 28 THOU SHALT ACCEPT THAT NO ONE COVETS ADVERTISING, SO ENSURE THINE ADS ARE REALLY SEEN
  29. 29. 29 9: banner blindness WITH ADS THAT ARE DELIVERED AS INTENDED, SO FEW PEOPLE NOTICE TH EM. A LOT OF THE PROBLEM IS THAT MOST ONLINE ADVERTISING ISN’T WHAT GETS FEAT URED AT CANNES OR IN ADWEEK BUT RATHER TERRIBLE CREATIVE THAT’S POORLY TARGETED. IT’S THEN BLASTED OUT, WITH TONS WITH TONS SERVED ON EVERY PAGE PAGE. WE’VE TRAINED PEOPLE NOT TO LOOK.
  30. 30. 30 9: banner blindness ON THE LEFT, YOU SEE A TYPICAL CAUSE OF BANNER BLINDNESS: AN AD SERVED IN YAHOO WEATHER (SUPPOSEDLY PREMIUM INVENTORY) THAT’S SPAMMY AT BEST OR A SCAM AT WORST. TO THE RIGHT IS HONG KONG AIRLINES USING 360-DEGREE VIDEO TO SHOWCASE ITS CABINS, WHICH WAS 35X MORE EFFECTIVE THAN TRADITION AL DISPLAY.
  31. 31. 31 THOU SHALT ACCEPT RESPONSIBILITY FOR CREATIVE, NOT JUST TARGETING AND VIEWABILITY
  32. 32. 32 10: death of the First click (AND LAST) “DEATH OF THE LAST CLICK” WOULD HAVE BEEN MORE ACCURATE, BUT FIR ST-CLICK ATTRIBUTION IS FAULTY AS WELL. THE DEATH OF SUCH OVERSIMPLIFIED METRICS HAS BEEN A LONG TIME COMING, BUT ADVANCES IN SOFTWARE, ANALYTICS METHODOL OGIES, AND MARKETER SOPHISTICATION WILL PAINT A TRUER ATTRIBUTION PICTURE.
  33. 33. 33 10: DEATH OF THE FIRST CLICK (AND LAST)
  34. 34. 34 Thou shalt show the impact of your ads & marketing in the online and offline path to purchase
  35. 35. 10 PLAGUE RECAP 35 The 10 plagues of marketing 1: TRUST DISINTEGRATION 2: Shinynewobjectism 3: federalization 4: Fraud 5: robotization 6: Recessionism 7: long live the roi (THE ROI IS DEAD) 8: ad avoidance 9: Banner blindness 10: Death of the first click (AND LAST)
  36. 36. 10 PLAGUE RECAP 36 The 10 commandments of marketing 1: THOU SHALT Put your clients’ interests first – even above your own. 2: THOU SHALT STAY ON THE CUTTING EDGE – BUT MAKE CLEAR WHAT WILL IMPACT BUSINESS GOALS 3: THOU SHALT STAY ON THE RIGHT SIDE OF THE LAW – AND DO SO EVEN BEFORE SUCH LAWS ARE WRITTEN 4: Thou shalt verify the good and disqualify the bad – even if your reporting suffers in the short term 5: Thou shalt spin how your automation tech isn’t part of the problem (but it likely is) 6: Thou shalt drive revenues and/or save costs to make friends among buyers 7: Thou shalt create value for brand advertisers through metrics that matter 8: THOU SHALT ACCEPT THAT NO ONE COVETS ADVERTISING, SO ENSURE THINE ADS ARE REALLY SEEN 9: THOU SHALT ACCEPT RESPONSIBILITY FOR CREATIVE, NOT JUST TARGETING AND VIEWABILITY 10: Thou shalt show the impact of your ads & marketing in the online and offline path to purchase
  37. 37. The Sacrifice 37 SACRIFICES • Inventory for value • Quick wins for long-term relationships • Easily manipulated metrics for true business value • Assumptions for questions THE PASSOVER STORY IS ULTIMATELY ONE OF SACRIFICES – THOSE MADE BY THE ISRAELITE SLAVES, AS WELL AS BY EGYPTIANS WHO SUFFERED UNDER PHARAOH’S TYR ANNY AND STUBBORNNESS. ALL OF US IN THE MARKETING AND AD FIELDS WILL HAVE TO MAKE SACRIFICES AS WELL TO FULFILL THESE COMMANDMENTS.
  38. 38. Breaking Free from the 10 Plagues of Marketing DAVID BERKOWITZ SEPTEMBER 12, 2016 D@SERIALMARKETER.NET @DBERKOWITZ Thank you!!! DAVID BERKOWITZ DAVID@SERIALMARKETER.NET @DBERKOWITZ WWW.SERIALMARKETER.NET

Editor's Notes

  • TEN PLAGUES
    Trust Disintegration - a radical lack of trust: brewing for years. And everyone’s playing the games. (True Romance image of guns locked on each other, or 22 Jump St). Data ownership at play. (BLOOD – seeps into everything)
    Shinynewobjectism – following what’s new and exciting and not focusing on what works (FROGS)
    Federaliztion: government taking interest (LICE/GNATS: getting in your hair)
    Fraud – swatting flies (FLIES/WILD BEASTS)
    Robotization: fighting man vs machine… people don’t trust in machines. Protectivist nature. Agencies need to be reassured they won’t get fired. (CATTLE DISEASE – KILLING OFF LIVELIHOOD)
    Recessionism: latent recession era thinking (BOILS – this part of you that won’t go away)
    The ROI Catch-22 (Bryan quote from Digiday???) (applies to content marketing too) (fueled by bad impressions) (HAIL AND FIRE – alternate between hot and cold, hard to get just right)
    Ad Avoidance (ad blocking… doesn’t matter if disliking ads or looking for convenience, speed, etc) (LOCUSTS – these swarms cover up one’s source of nutrients)
    Banner blindness (shitty creative, bad targeting/placements all part of it) (DARKNESS)
    Death of the first click (attribution issues) (DEATH OF FIRSTBORN)

    Rejected: Accidental clicks (people don’t accidentally do stuff in traditional media)

    CHANGED THIS: Middlemanitis / And akin to challenge of picking a lane – syndrome particularly of agencies (FLIES/WILD BEASTS)






  • http://questioncopyright.org/sedermasochism
  • Battle of good vs evil forming
  • Trust Disintegration - a radical lack of trust: brewing for years. And everyone’s playing the games. (True Romance image of guns locked on each other, or 22 Jump St). Data ownership at play. (BLOOD – seeps into everything)





    Nina Paley
    https://vimeo.com/album/3315352/video/122924562
  • http://www.adweek.com/agencyspy/study-trust-is-missing-in-agency-client-relationships/68445
  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • Shinynewobjectism – following what’s new and exciting and not focusing on what works (FROGS)


    Nina Paley
    https://vimeo.com/album/3315352/video/120007738
    www.ninapaley.com
  • http://adage.com/article/media/iab-tech-lab-releases-guidelines-podcast-advertising/305723/
    http://adage.com/article/digitalnext/a-marketer-s-guide-pokemon/304888/
  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • Federaliztion: government taking interest (LICE/GNATS: getting in your hair)


    Nina Paley
    www.ninapaley.com
    https://vimeo.com/album/3315352/video/120007738
  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • Swatting flies… and heck, you can’t tell if it’s flies or cattle

    Nina Paley
    www.ninapaley.com
    https://vimeo.com/album/3315352/video/120969367
  • https://forensiq.com/mobile-app-fraud-study/
    http://venturebeat.com/2015/07/23/advertisers-heres-yet-another-massive-ad-fraud-mobile-users-heres-what-you-can-do/

    From VB
    The study, “Mobile Device Hijacking,” says the apps are available through Google Play, Apple’s App Store, and third-party app marketplaces. It should be noted that Forensiq offers anti-ad fraud software and services.
    Mobile advertisers are losing 13 percent of their ad spend to this new threat, according to the report, reaching an estimated billion dollars by the end of this year. This threat affects over 12 million smartphones and tablets — Android, iOS, and Windows Mobile — and 13 percent of worldwide in-app pre-bid advertising inventory, before they are deployed to devices. This represents more than 16 billion daily mobile in-app ad impressions.
  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • https://vimeo.com/album/3315352/video/121165663
    Nina Paley
    www.ninapaley.com

    Robotization: fighting man vs machine… people don’t trust in machines. Protectivist nature. Agencies need to be reassured they won’t get fired. (CATTLE DISEASE – KILLING OFF LIVELIHOOD)

  • https://www.amazon.com/dp/B00PWX7RPG/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1
  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • Nina Paley
    www.ninapaley.com
    https://vimeo.com/album/3315352/video/121206595

    Recessionism: latent recession era thinking (BOILS – this part of you that won’t go away)

  • http://blog.ebiquity.com/2016/04/mediapalooza-2015-that-was-the-year-that-was
    http://www.bizjournals.com/cincinnati/news/2015/11/05/here-s-how-p-g-is-slashing-spending-on-advertising.html
  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • https://vimeo.com/album/3315352/video/122215154
    Nina Paley
    www.ninapaley.com

    The ROI Catch-22 (Bryan quote from Digiday) (applies to content marketing too) (fueled by bad impressions) (HAIL AND FIRE – alternate between hot and cold, hard to get just right)

    The great news is marketers are thinking more about the return on investment they’re getting from marketing. Yet a rainstorm that seems nourishing can reveal itself to be hail. A focus entirely on direct response starves and underserves brand marketers. Brand marketers still need better ways to determine digital ad effectiveness.

  • digiday.com/agencies/digiday-podcast-360is-bryan-wiener-publishers-focus-google-facebook-dont/
  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • https://vimeo.com/122815352
    Nina Paley
    www.ninapaley.com

    Ad Avoidance (ad blocking… doesn’t matter if disliking ads or looking for convenience, speed, etc) (LOCUSTS – these swarms cover up one’s source of nutrients)
  • http://www.globalwebindex.net/blog/3-in-4-interested-in-blocking-mobile-ads
  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • https://vimeo.com/122910839
    Nina Paley
    www.ninapaley.com

    Banner blindness (shitty creative, bad targeting/placements all part of it) (DARKNESS)
  • ·         Hong Kong Airlines uses 360-degree video to showcase its cabins - http://www.businesswire.com/news/home/20160622006472/en/
    35 X more effective* than traditional display with 4.51% CTR to site
    9 X longer time spent exploring the content vs traditional display**


  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • Death of the first click (attribution issues) (DEATH OF FIRSTBORN)
  • http://simonpaag.com/attribution-modeling/
  • https://davegwartney.files.wordpress.com/2013/01/ten-commandments-film.jpg
  • https://upload.wikimedia.org/wikipedia/commons/6/66/Yul_Brynner_in_The_Ten_Commandments_film_trailer.jpg
  • https://upload.wikimedia.org/wikipedia/commons/6/66/Yul_Brynner_in_The_Ten_Commandments_film_trailer.jpg

  • Passover is a story about sacrifice, and that’s ultimately going to be needed here

    Sacrifice:
    -Lots of inventory for higher value for it
    -Quick wins for long-term trust with clients and consumers

    https://www.pinterest.com/pin/521432463082568845/
    https://s-media-cache-ak0.pinimg.com/236x/fa/17/91/fa1791eafe87010358192855fc8fb46b.jpg
  • Overview: It’s the best and worst times for mobile. Opportunities for reach, creative, and targeting keep increasing, but so do banner blindness, ad blocking, and fraud. Brands are starved for mobile marketing solutions that work. This presentation will look at the current challenges in mobile marketing along with best-in- class examples and then share strategies for truly effective mobile advertising.

    Timeline
    July 22, begin recruiting (David, Katherine, Jon, Tim, Diana/PR) 
    July 22, rough draft of pres
    July 28, dry run of both David's pres and Katherine's pres
    Aug 4, webinar! 1pm
  • ×