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#gettomorrow -- @samueljscott
Get Tomorrow

The Biggest Lies That Get in the Way of Creative Campaigns
SAMUEL SCOTT
COLUMN...
#gettomorrow -- @samueljscott
The First Lie
TV and radio are “dead.”
US Nielsen’s TAR — Q1 2017
US ComScore’s Cross-Platform Future
ThinkBox in the UK
NFL on Amazon Prime
1%2%
97%
TV Amazon Prime Other
UK RAJAR Midas Audio Survey
US Nielsen’s 2016 Annual Radio Report
US Nielsen Music’s 2016 Report
The Second Lie
“Big Data” is the future of marketing.
#gettomorrow -- @samueljscott
AI-Powered Direct Marketing
AI-Powered Direct Marketing
People Hate It
MarketingSherpa, March 2017
#gettomorrow -- @samueljscott
People Hate It
Doc Searls,

Harvard Business Review
#gettomorrow -- @samueljscott
Ad Blocking Is Only Increasing
2017 PageFair Adblock Report
#gettomorrow -- @samueljscott
2017 PageFair Adblock
Report
Ad Blocking Is Only Increasing
Finland is 23%
Example — TechCrunch
#gettomorrow -- @samueljscott
25% of people worldwide use a VPN
- UK and US are 16%
VPNs Create Impostor Data
— GlobalWebIndex in Wired magazine
#gettom...
Apple Steps Up
Safari 11

(Macs and iPhones)


Intelligent Tracking Prevention lets

companies track people for only
24 ho...
The Truth
We have no idea how much marketing data

is lost, inaccurate, or never collected at all.
#gettomorrow -- @samuel...
Judgement Day: May 25, 2018
#gettomorrow -- @samueljscott
What is GDPR?
• Consumers must opt-in to all 

personal data collection and
processing

• Opt-in can be withdrawn at any t...
Who Will Opt-In to Tracking?
5%
— PageFair research
#gettomorrow -- @samueljscott
What is GDPR?
Fine:



— €20 million OR

— 4% of global revenue
#gettomorrow -- @samueljscott
One Example
- The Guardian, September 2017
#gettomorrow -- @samueljscott
Google and Facebook
- Princeton University (PDF)
#gettomorrow -- @samueljscott
Data and Creativity
#gettomorrow -- @samueljscott
The Third Lie
People want to have “relationships”

with brands on social media.
#gettomorrow -- @samueljscott
Who Really Uses Social Media?
Who Really Uses Social Media?
“Not everyone in advanced economies

is using social media”



- Pew Research Center, April ...
Who Finland Follows on Facebook
#gettomorrow -- @samueljscott
Who Finland Follows on Facebook
#gettomorrow -- @samueljscott
Who Finland Follows on Facebook
#gettomorrow -- @samueljscott
Quick Math
310,000 followers / 5.5 million people =
5.6% follow the brand
#gettomorrow -- @samueljscott
Quick Math
11% / 310,000 followers / 5.5 million people =
0.6% see organic posts
#gettomorrow -- @samueljscott
How Effective is Social Media?
ThinkTV Australia,

September 2017
#gettomorrow -- @samueljscott
How Effective is Social Media?
#gettomorrow -- @samueljscott
How Effective is Social Media?
#gettomorrow -- @samueljscott
The Fourth Lie
Content, content, content!
#gettomorrow -- @samueljscott
Publicity Stunts = “Content Marketing”
#gettomorrow -- @samueljscott
Journalism & Product Ads = “Content”
“What do Amazon and The New York Times have in common? Real-time content publishing.”...
Blog Spam = “Content Marketing”
#gettomorrow -- @samueljscott
Everything = “Content Marketing”
“Content is anything and everything we can read, see, hear, watch, or experience live.”
#...
Everything = “Content Marketing”
Useless.
#gettomorrow -- @samueljscott
So, What Do We Do?
1. Be customer-facing and channel-neutral.
#gettomorrow -- @samueljscott
So, What Do We Do?
2. Remember the Promotion Mix.
Personal Selling
SEO
PR
Direct Marketing
Advertising
So, What Do We Do?
3. Match the best channels and tactics.
#gettomorrow -- @samueljscott
What Exactly Is This?
• Brand advertising?
• Social media marketing?
• Content marketing?
!
Advertising over social
media....
We Are Distracted Marketers
Tactics and Channels
So, What Do We Do?
Brand Advertising & Publicity
#gettomorrow -- @samueljscott
So, What Do We Do?
Direct Marketing
#gettomorrow -- @samueljscott
So, What Do We Do?
Influencer & Community Relations
#gettomorrow -- @samueljscott
Summary
We can get tomorrow by not falling for lies today.

Here are just a few of them.
#gettomorrow -- @samueljscott
Kiitos!
Samuel Scott
Keynote Marketing Speaker

Columnist at The Drum
!
sjscott80@gmail.com
@samueljscott
Facebook and Lin...
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The Biggest Lies That Get in the Way of Creative Campaigns

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Samuel Scott's October 2017 presentation at Get Tomorrow in Helsinki, Finland, by Sanoma Media Finland.

Published in: Marketing
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The Biggest Lies That Get in the Way of Creative Campaigns

  1. 1. #gettomorrow -- @samueljscott Get Tomorrow
 The Biggest Lies That Get in the Way of Creative Campaigns SAMUEL SCOTT COLUMNIST, THE PROMOTION FIX – THE DRUM GLOBAL MARKETING SPEAKER
  2. 2. #gettomorrow -- @samueljscott The First Lie TV and radio are “dead.”
  3. 3. US Nielsen’s TAR — Q1 2017
  4. 4. US ComScore’s Cross-Platform Future
  5. 5. ThinkBox in the UK
  6. 6. NFL on Amazon Prime 1%2% 97% TV Amazon Prime Other
  7. 7. UK RAJAR Midas Audio Survey
  8. 8. US Nielsen’s 2016 Annual Radio Report
  9. 9. US Nielsen Music’s 2016 Report
  10. 10. The Second Lie “Big Data” is the future of marketing. #gettomorrow -- @samueljscott
  11. 11. AI-Powered Direct Marketing
  12. 12. AI-Powered Direct Marketing
  13. 13. People Hate It MarketingSherpa, March 2017 #gettomorrow -- @samueljscott
  14. 14. People Hate It Doc Searls,
 Harvard Business Review #gettomorrow -- @samueljscott
  15. 15. Ad Blocking Is Only Increasing 2017 PageFair Adblock Report #gettomorrow -- @samueljscott
  16. 16. 2017 PageFair Adblock Report Ad Blocking Is Only Increasing Finland is 23%
  17. 17. Example — TechCrunch #gettomorrow -- @samueljscott
  18. 18. 25% of people worldwide use a VPN - UK and US are 16% VPNs Create Impostor Data — GlobalWebIndex in Wired magazine #gettomorrow -- @samueljscott
  19. 19. Apple Steps Up Safari 11
 (Macs and iPhones) 
 Intelligent Tracking Prevention lets
 companies track people for only 24 hours after visiting a website #gettomorrow -- @samueljscott
  20. 20. The Truth We have no idea how much marketing data
 is lost, inaccurate, or never collected at all. #gettomorrow -- @samueljscott
  21. 21. Judgement Day: May 25, 2018 #gettomorrow -- @samueljscott
  22. 22. 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 #gettomorrow -- @samueljscott
  23. 23. Who Will Opt-In to Tracking? 5% — PageFair research #gettomorrow -- @samueljscott
  24. 24. What is GDPR? Fine:
 
 — €20 million OR
 — 4% of global revenue #gettomorrow -- @samueljscott
  25. 25. One Example - The Guardian, September 2017 #gettomorrow -- @samueljscott
  26. 26. Google and Facebook - Princeton University (PDF) #gettomorrow -- @samueljscott
  27. 27. Data and Creativity #gettomorrow -- @samueljscott
  28. 28. The Third Lie People want to have “relationships”
 with brands on social media. #gettomorrow -- @samueljscott
  29. 29. Who Really Uses Social Media?
  30. 30. Who Really Uses Social Media? “Not everyone in advanced economies
 is using social media”
 
 - Pew Research Center, April 2017
  31. 31. Who Finland Follows on Facebook #gettomorrow -- @samueljscott
  32. 32. Who Finland Follows on Facebook #gettomorrow -- @samueljscott
  33. 33. Who Finland Follows on Facebook #gettomorrow -- @samueljscott
  34. 34. Quick Math 310,000 followers / 5.5 million people = 5.6% follow the brand #gettomorrow -- @samueljscott
  35. 35. Quick Math 11% / 310,000 followers / 5.5 million people = 0.6% see organic posts #gettomorrow -- @samueljscott
  36. 36. How Effective is Social Media? ThinkTV Australia,
 September 2017 #gettomorrow -- @samueljscott
  37. 37. How Effective is Social Media? #gettomorrow -- @samueljscott
  38. 38. How Effective is Social Media? #gettomorrow -- @samueljscott
  39. 39. The Fourth Lie Content, content, content! #gettomorrow -- @samueljscott
  40. 40. Publicity Stunts = “Content Marketing” #gettomorrow -- @samueljscott
  41. 41. Journalism & Product Ads = “Content” “What do Amazon and The New York Times have in common? Real-time content publishing.” #gettomorrow -- @samueljscott
  42. 42. Blog Spam = “Content Marketing” #gettomorrow -- @samueljscott
  43. 43. Everything = “Content Marketing” “Content is anything and everything we can read, see, hear, watch, or experience live.” #gettomorrow -- @samueljscott
  44. 44. Everything = “Content Marketing” Useless. #gettomorrow -- @samueljscott
  45. 45. So, What Do We Do? 1. Be customer-facing and channel-neutral. #gettomorrow -- @samueljscott
  46. 46. So, What Do We Do? 2. Remember the Promotion Mix. Personal Selling SEO PR Direct Marketing Advertising
  47. 47. So, What Do We Do? 3. Match the best channels and tactics. #gettomorrow -- @samueljscott
  48. 48. What Exactly Is This? • Brand advertising? • Social media marketing? • Content marketing? ! Advertising over social media. The tactic is advertising. The channel is social media.
  49. 49. We Are Distracted Marketers
  50. 50. Tactics and Channels
  51. 51. So, What Do We Do? Brand Advertising & Publicity #gettomorrow -- @samueljscott
  52. 52. So, What Do We Do? Direct Marketing #gettomorrow -- @samueljscott
  53. 53. So, What Do We Do? Influencer & Community Relations #gettomorrow -- @samueljscott
  54. 54. Summary We can get tomorrow by not falling for lies today.
 Here are just a few of them. #gettomorrow -- @samueljscott
  55. 55. Kiitos! Samuel Scott Keynote Marketing Speaker
 Columnist at The Drum ! sjscott80@gmail.com @samueljscott Facebook and LinkedIn RSS and e-mail list #gettomorrow -- @samueljscott

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