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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.

Published in: Marketing
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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

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