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Focus on the Person and Live Longer Together

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Samuel Scott's keynote closing address at the LIMA Day 2016 annual event of the Lithuanian Marketing Association in November 2016.

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Focus on the Person and Live Longer Together

  1. 1. Focus on the Person and Live Longer Together SAMUEL SCOTT DIRECTOR OF MARKETING AND COMMUNICATIONS – LOGZ.IO GLOBAL MARKETING SPEAKER
  2. 2. Junior High School Samuel Scott - @samueljscott - samueljscott.com - @logzio Marketing is all about telling a story!
  3. 3. Don’t Do What I Did Samuel Scott - @samueljscott - samueljscott.com - @logzio
  4. 4. This Is What I Did Samuel Scott - @samueljscott - samueljscott.com - @logzio
  5. 5. This Is What I Should Have Done Samuel Scott - @samueljscott - samueljscott.com - @logzio
  6. 6. Marketing = Relationships Samuel Scott - @samueljscott - samueljscott.com - @logzio Marketing and dating: Building mutually-beneficial relationships over time.
  7. 7. What I Will Discuss Today Samuel Scott - @samueljscott - samueljscott.com - @logzio 1. The Step-By-Step Marketing Communications Process
  8. 8. What I Will Discuss Today Samuel Scott - @samueljscott - samueljscott.com - @logzio 2. The Biggest Myths in Marketing Today
  9. 9. What I Will Discuss Today Samuel Scott - @samueljscott - samueljscott.com - @logzio 3. The Mistaken Assumptions in “Digital Marketing”
  10. 10. Marketing Communications 101 Samuel Scott - @samueljscott - samueljscott.com - @logzio Marketing Communications Product Price Place Promotion Advertising Content Channel Direct Marketing Content Channel Public Relations Content Channel Sales Promotion Content Channel Personal Selling Content Channel SEO Content Channel
  11. 11. The 4 Ps Marketing Mix Samuel Scott - @samueljscott - samueljscott.com - @logzio Marketing Communications Product Price Place Promotion
  12. 12. Product Samuel Scott - @samueljscott - samueljscott.com - @logzio Opposites do NOT attract – in dating or marketing. Segment your market and establish product-market fit.
  13. 13. Price Samuel Scott - @samueljscott - samueljscott.com - @logzio Financial Goal: High sales volumes or high profit margins? Do you want to market yourself based on value or quality?
  14. 14. Place Samuel Scott - @samueljscott - samueljscott.com - @logzio Where can people get your product?
  15. 15. Promotion Samuel Scott - @samueljscott - samueljscott.com - @logzio How will you tell the world about you?
  16. 16. The Promotion Mix Samuel Scott - @samueljscott - samueljscott.com - @logzio Promotion Advertising Content Channel Direct Marketing Content Channel Public Relations Content Channel Sales Promotion Content Channel Personal Selling Content Channel SEO Content Channel
  17. 17. Advertising Samuel Scott - @samueljscott - samueljscott.com - @logzio Paid, mass media messages that are sent to a broad, demographic group and aim to build long-term brand associations.
  18. 18. Direct Marketing Samuel Scott - @samueljscott - samueljscott.com - @logzio Individually-targeted communication that aims to elicit a direct, trackable response: - PPC & most social media ads - Direct mail & e-mail - Retargeting - Most mobile marketing
  19. 19. Public Relations Samuel Scott - @samueljscott - samueljscott.com - @logzio Getting attention via influential intermediaries by doing things such as: - Media relations - Community relations - Influencer relations
  20. 20. Sales Promotion Samuel Scott - @samueljscott - samueljscott.com - @logzio Temporarily offer low prices to: - Steal customers from competitors - Introduce new products or features - Entice former customers to return
  21. 21. Personal Selling Samuel Scott - @samueljscott - samueljscott.com - @logzio Individuals personally pitching a product through methods such as: - Convention booths - Telemarketing - Online demos
  22. 22. SEO Samuel Scott - @samueljscott - samueljscott.com - @logzio Getting attention and clicks in search engines’ organic search results
  23. 23. When to Use What Samuel Scott - @samueljscott - samueljscott.com - @logzio
  24. 24. Why Is This Important? Samuel Scott - @samueljscott - samueljscott.com - @logzio
  25. 25. The Biggest Myths in Marketing Samuel Scott - @samueljscott - samueljscott.com - @logzio Fewer and fewer people in marketing today have a traditional marketing education. Certain companies that sell to marketers take advantage of this.
  26. 26. “Inbound Marketing” = The Biggest Con Samuel Scott - @samueljscott - samueljscott.com - @logzio “Inbound marketing” The same Promotion Mix applies to getting people to your store or your website. Little has changed.
  27. 27. “Content Marketing” = Good, Old Marketing Communications Samuel Scott - @samueljscott - samueljscott.com - @logzio 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:
  28. 28. “Social Media Marketing” is Not a “Thing” Samuel Scott - @samueljscott - samueljscott.com - @logzio 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:
  29. 29. People Hate “Growth Hacking” Samuel Scott - @samueljscott - samueljscott.com - @logzio
  30. 30. Why the Buzzwords? Samuel Scott - @samueljscott - samueljscott.com - @logzio
  31. 31. Samuel Scott - @samueljscott - samueljscott.com - @logzio So, how do we move forward in our marketing relationships?
  32. 32. Go Back to the Past When Going Into the Future Samuel Scott - @samueljscott - samueljscott.com - @logzio
  33. 33. Marcom 101 Review  Segment and research the target market  Establish product-market fit  Set a pricing strategy  Create a location or delivery strategy  Decide on a promotion mix  Research which online and offline channels are best to use  Create the marketing collateral  Transmit the content to the audience  Measure results and adjust as needed Samuel Scott - @samueljscott - samueljscott.com - @logzio Strategy first: Tactics second:
  34. 34. Marcom 101 Review Samuel Scott - @samueljscott - samueljscott.com - @logzio The Internet and mobile: 1. Are just new sets of communications channels 2. Simply allow for new formats of marketing collateral
  35. 35. Samuel Scott - @samueljscott - samueljscott.com - @logzio It’s not “digital marketing.” It’s marketing over digital channels.
  36. 36. But Remember This! Samuel Scott - @samueljscott - samueljscott.com - @logzio
  37. 37. Samuel Scott - @samueljscott - samueljscott.com - @logzio Don’t go into dating or marketing with bad assumptions.
  38. 38. The Mistaken Assumptions in “Digital Marketing” Samuel Scott - @samueljscott - samueljscott.com - @logzio “Social media is the future!”
  39. 39. But Who Uses Social Media? Samuel Scott - @samueljscott - samueljscott.com - @logzio
  40. 40. Few Follow & Engage With Most Brands Samuel Scott - @samueljscott - samueljscott.com - @logzio “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? Lazy journalists and social media pundits have over-represented social media’s impact to marketers who lack the critical faculties to assess social media’s value.” – Mark Ritson
  41. 41. The Mistaken Assumptions in “Digital Marketing” Samuel Scott - @samueljscott - samueljscott.com - @logzio “TV is dead!”
  42. 42. Completely Wrong! Samuel Scott - @samueljscott - samueljscott.com - @logzio
  43. 43. Samuel Scott - @samueljscott - samueljscott.com - @logzio Why Do Marketers Make Bad Assumptions?
  44. 44. The Echo Chamber… Samuel Scott - @samueljscott - samueljscott.com - @logzio
  45. 45. …Leads to Bad Marketing… Samuel Scott - @samueljscott - samueljscott.com - @logzio
  46. 46. …And Bad Relationships Samuel Scott - @samueljscott - samueljscott.com - @logzio
  47. 47. Samuel Scott - @samueljscott - samueljscott.com - @logzio Take your dates to the right locations. Use the best marketing channels for your target audience.
  48. 48. In the End It’s all about finding the right people, taking them to the right places, and having open communication. Do this over time to build a lifelong relationship – in relationships and in marketing. Samuel Scott - @samueljscott - samueljscott.com - @logzio
  49. 49. Resources  My TechCrunch columns: Everything the Tech World Says About Marketing is Wrong and How Google Analytics Ruined Marketing  People to follow: Mark Ritson (Twitter) and Bob Hoffman (Twitter)  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 Samuel Scott - @samueljscott - samueljscott.com - @logzio
  50. 50. Ačiū! Samuel Scott Director of Marketing and Communications, Logz.io samuel@logz.io @samueljscott Facebook and LinkedIn RSS and e-mail list Samuel Scott - @samueljscott - samueljscott.com - @logzio

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