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The Biggest Lies That Digital Marketers Tell Themselves

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Samuel Scott's November 2017 keynote address to the Digital Copenhagen conference in Denmark.

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The Biggest Lies That Digital Marketers Tell Themselves

  1. 1. #digitalCPH17 -- @samueljscott The Biggest Lies That 
 Digital Marketers Tell Themselves Samuel Scott
 Columnist, The Drum
 Global Marketing Speaker
  2. 2. #digitalCPH17 -- @samueljscott The First Lie Advertising is dead.
  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: #digitalCPH17 -- @samueljscott
  4. 4. “The post-advertising age is under way.” Bob Garfield in Ad Age 2009: “Advertising is Dead” #digitalCPH17 -- @samueljscott
  5. 5. “Advertising is Dead” #digitalCPH17 -- @samueljscott
  6. 6. Advertising is NOT Dead #digitalCPH17 -- @samueljscott
  7. 7. The Second Lie “Content marketing is the only marketing left.”
 
 - Seth Godin #digitalCPH17 -- @samueljscott
  8. 8. Publicity Stunts = “Content Marketing” #digitalCPH17 -- @samueljscott
  9. 9. Journalism & Product Ads = “Content” “What do Amazon and The New York Times have in common? Real-time content publishing.” #digitalCPH17 -- @samueljscott
  10. 10. So-Called “Content Marketing” -- Hubspot Blog Topic Generator #digitalCPH17 -- @samueljscott
  11. 11. Blog Spam = “Content Marketing” #digitalCPH17 -- @samueljscott
  12. 12. Everything = “Content Marketing” “Content is anything and everything we can read, see, hear, watch, or experience live.” #digitalCPH17 -- @samueljscott
  13. 13. Everything = “Content Marketing” Useless. #digitalCPH17 -- @samueljscott
  14. 14. So-Called “Content Marketing” #digitalCPH17 -- @samueljscott
  15. 15. So-Called “Content Marketing” #digitalCPH17 -- @samueljscott
  16. 16. The Promotion Mix Promotion Advertising Direct Marketing Public Relations Sales Promotion Personal Selling SEO #digitalCPH17 -- @samueljscott
  17. 17. 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” #digitalCPH17 -- @samueljscott
  18. 18. The Third Lie TV is dead. #digitalCPH17 -- @samueljscott
  19. 19. US Nielsen ● People spend the majority of this time watching live & DVR television
  20. 20. US comScore ● Live TV consists of 84% of total TV viewing time
  21. 21. US comScore ● 15% are “streaming only.” Most use streaming as a supplement
  22. 22. US comScore ● For every hour streamed, people watch more than five on live TV
  23. 23. US comScore ● Live TV still dominates, even among the heaviest users of streaming television
  24. 24. UK ThinkBox
  25. 25. UK ThinkBox
  26. 26. UK ThinkBox
  27. 27. NFL on Amazon Prime 1%2% 97% TV Amazon Prime Other TV — 14.6 million
 
 Amazon — 372,000
  28. 28. Denmark: What About Millennials?
  29. 29. UK: What About Millennials?
  30. 30. The Fourth Lie People want to have “relationships”
 with brands on social media. #digitalCPH17 -- @samueljscott
  31. 31. Who Really Uses Social Media?
  32. 32. Who Really Uses Social Media? “Not everyone in advanced economies
 is using social media”
 
 - Pew Research Center, April 2017
  33. 33. Who Denmark Follows on Facebook #digitalCPH17 -- @samueljscott
  34. 34. Quick Math 279,000 followers / 5.7 million people = 4.9% follow the brand #digitalCPH17 -- @samueljscott
  35. 35. Quick Math 11% / 279,000 followers / 5.7 million people = 0.5% see organic posts #digitalCPH17 -- @samueljscott
  36. 36. How Effective is Social Media? ThinkTV Australia,
 September 2017 #digitalCPH17 -- @samueljscott
  37. 37. How Effective is Social Media? #digitalCPH17 -- @samueljscott
  38. 38. How Effective is Social Media? #digitalCPH17 -- @samueljscott
  39. 39. The Fifth Lie Big Data and AI are the future of marketing. #digitalCPH17 -- @samueljscott
  40. 40. AI-Powered Direct Marketing
  41. 41. AI-Powered Direct Marketing
  42. 42. People Hate It MarketingSherpa, March 2017 #digitalCPH17 -- @samueljscott
  43. 43. People Hate It Doc Searls,
 Harvard Business Review #digitalCPH17 -- @samueljscott
  44. 44. Ad Blocking Is Only Increasing 2017 PageFair Adblock Report #digitalCPH17 -- @samueljscott
  45. 45. 2017 PageFair Adblock Report Ad Blocking Is Only Increasing Denmark is 25%
  46. 46. Example — TechCrunch #digitalCPH17 -- @samueljscott
  47. 47. 25% of people worldwide use a VPN - UK and US are 16% VPNs Create Impostor Data — GlobalWebIndex in Wired magazine #digitalCPH17 -- @samueljscott
  48. 48. Apple Steps Up Safari 11
 (Macs and iPhones) 
 Intelligent Tracking Prevention lets
 companies track people for only 24 hours after visiting a website #digitalCPH17 -- @samueljscott
  49. 49. The Truth We have no idea how much marketing data
 is lost, inaccurate, or never collected at all. #digitalCPH17 -- @samueljscott
  50. 50. Judgement Day: May 25, 2018 #digitalCPH17 -- @samueljscott
  51. 51. What is GDPR? • Consumers must opt-in to all 
 personal data collection and processing
 • Opt-in can be withdrawn at any time
 • Personal data must be erased upon request
 • Data breach notification and accountability #digitalCPH17 -- @samueljscott
  52. 52. Who Will Opt-In to Tracking? 5% — PageFair research #digitalCPH17 -- @samueljscott
  53. 53. What is GDPR? Fine:
 
 — €20 million OR
 — 4% of global revenue #digitalCPH17 -- @samueljscott
  54. 54. One Example - The Guardian, September 2017 #DigitalCPH17 -- @samueljscott
  55. 55. Google and Facebook - Princeton University (PDF) #DigitalCPH17 -- @samueljscott
  56. 56. So, What Do We Do? 1. Be customer-facing and channel-neutral. #DigitalCPH17 -- @samueljscott
  57. 57. So, What Do We Do? 2. Remember the Promotion Mix. Personal Selling SEO PR Direct Marketing Advertising
  58. 58. So, What Do We Do? 3. Match the best channels and tactics. #DigitalCPH17 -- @samueljscott
  59. 59. We Are Distracted Marketers
  60. 60. Tactics vs. Channels
  61. 61. So, What Do We Do? Brand Advertising & Publicity #DigitalCPH17 -- @samueljscott
  62. 62. So, What Do We Do? Direct Marketing #DigitalCPH17 -- @samueljscott
  63. 63. So, What Do We Do? Influencer & Community Relations #DigitalCPH17 -- @samueljscott
  64. 64. Summary Digital-first is a fallacy. Create a strategy that
 combines the best of online and offline. #DigitalCPH17 -- @samueljscott
  65. 65. Tak! Samuel Scott Keynote Marketing Speaker
 Columnist at The Drum ! sjscott80@gmail.com @samueljscott Facebook and LinkedIn RSS and e-mail list #DigitalCPH17 -- @samueljscott

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