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The Myths and Realities of Martech in 2018

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Samuel Scott's talk at the Synergy Digital Forum in Moscow in May 2018. He address the fallacies that consumers want personalized ads, mediums do not matter, short-term results are the most important, targeting solves the problem of waste, ad tech saves money by cutting out the middlemen, and brand building can be ignored.

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The Myths and Realities of Martech in 2018

  1. 1. The Myths and Realities of Martech in 2018 SAMUEL SCOTT COLUMNIST, THE PROMOTION FIX – THE DRUM GLOBAL MARKETING SPEAKER #SynergyDigitalForum — @samueljscott
  2. 2. #searchlove -- @samueljscott
  3. 3. Marketing 101 - The Marketing Mix #SynergyDigitalForum @samueljscott Product Price Place Promotion
  4. 4. Marketing 101 - Promotional Tactics Promotion Advertising Direct Marketing PR Personal Selling Sales Promotion #SynergyDigitalForum @samueljscott
  5. 5. Marketing 101 - Marcom Advertising Direct Marketing PR Personal Selling Sales Promotion #SynergyDigitalForum @samueljscott
  6. 6. Tactics vs. Mediums vs. Strategy
  7. 7. What Is… Direct MarketingAdvertising #SynergyDigitalForum @samueljscott
  8. 8. Advertising Pros Creative Memorable Builds Brands Cons Can Flop Expensive Not Trackable #SynergyDigitalForum @samueljscott
  9. 9. Direct Marketing Pros Cheap Adjustable Trackable Cons Boring Not Memorable Annoying #SynergyDigitalForum @samueljscott
  10. 10. Direct Marketing
  11. 11. Direct Marketing Gets an immediate, trackable response (from a targeted set of people) #SynergyDigitalForum @samueljscott
  12. 12. Direct Marketing
  13. 13. Direct Marketing
  14. 14. Martech Myth #1 18 Consumers want personalised advertising.
  15. 15. 19 Martech Myth #1 - Personalisation
  16. 16. Martech Myth #1 - Personalisation #SynergyDigitalForum @samueljscott
  17. 17. Martech Myth #1 - Personalisation The Intercept, May 2018 #SynergyDigitalForum @samueljscott
  18. 18. MarketingSherpa, March 2017 Martech Myth #1 - Personalisation
  19. 19. Doc Searls, Harvard Business Review Martech Myth #1 - Personalisation
  20. 20. Martech Myth #1 - Personalisation 2017 PageFair Adblock Report
  21. 21. 2017 PageFair Adblock Report Martech Myth #1 - Personalisation
  22. 22. 2017 PageFair Adblock Report Martech Myth #1 - Personalisation
  23. 23. 63% use them! Martech Myth #1 - Personalisation #SynergyDigitalForum @samueljscott
  24. 24. Martech Myth #1 - Personalisation
  25. 25. Martech Myth #1 - Personalisation
  26. 26. Blocks: • Scripts that include “&ads” or “.ads” or “-ads” • Ads + tracking on social media • All major online ad networks • Google Analytics and most other scripts can be added for blocking in a few clicks Martech Myth #1 - Personalisation #SynergyDigitalForum @samueljscott
  27. 27. Blocks by default: BlueKai. Brightcove. ChartBeat. Crazy Egg. Disqus. DoubleClick. Dstillery. eXelate. Facebook. Gaug.es. Google+. Google AdWords. Google Analytics. Google Dynamic Retargeting. Google Tag Manager. Hubspot. Intercom. Moat. LiveRamp. Lotame. Marketo. New Relic. Omniture (Adobe Analytics). Optimizely. Outbrain. Perfect Audience. Quantcast. ScoreCard Research Beacon. SimpleReach. Spot.IM. Tinypass. Twitter. Visual Website Optimizer. Martech Myth #1 - Personalisation #SynergyDigitalForum @samueljscott
  28. 28. Blocks by default: Disqus. DoubleClick. Google Analytics. Google Tag Manager. Hotjar. Hubspot. Intercom. MailTrack.io. Marketo. Moat. Optimizely. Outbrain. Parse.ly. Polar Mobile. Reachforce. ScoreCard Research. Skimresources (Skimlinks). Swiftype. Typekit (Adobe). Vidible (AOL). Wordpress Stats. Yahoo. YouTube ads. Martech Myth #1 - Personalisation #SynergyDigitalForum @samueljscott
  29. 29. 220 million+ block Google Analytics — Jason Packer, principal consultant at Quantable Martech Myth #1 - Personalisation #SynergyDigitalForum @samueljscott
  30. 30. 25% of people worldwide use a VPN - Russia is 24% — GlobalWebIndex in Wired magazine Martech Myth #1 - Personalisation #SynergyDigitalForum @samueljscott
  31. 31. 200 million visits in August 2017 — SimilarWeb data Martech Myth #1 - Personalisation #SynergyDigitalForum @samueljscott
  32. 32. Safari 11 (Macs and iPhones) Intelligent Tracking Prevention lets companies track people for only 24 hours after visiting a website Martech Myth #1 - Personalisation #SynergyDigitalForum @samueljscott
  33. 33. 5% — PageFair research Martech Myth #1 - Personalisation
  34. 34. - The Guardian, September 2017 Martech Myth #1 - Personalisation
  35. 35. Martech Myth #2 39 The medium does not matter.
  36. 36. Martech Myth #2 - Mediums 40
  37. 37. Martech Myth #2 - Mediums 41
  38. 38. Martech Myth #2 - Mediums 42
  39. 39. 43 Martech Myth #2 - Mediums
  40. 40. 44 Martech Myth #2 - Mediums WARC, May 2018
  41. 41. 45 Martech Myth #2 - Mediums
  42. 42. 46 Martech Myth #2 - Mediums
  43. 43. 47 Martech Myth #2 - Mediums
  44. 44. Martech Myth #3 48 Ad tech saves money by cutting out the middle-men.
  45. 45. Martech Myth #3 - Mediums 49
  46. 46. Martech Myth #3 - Middle-Men 50
  47. 47. 51 Martech Myth #3 - Middle-Men - The Drum
  48. 48. Martech Myth #3 - Middle-Men 52 Read his full analysis here.
  49. 49. Martech Myth #3 - Middle-Men 53
  50. 50. Martech Myth #3 - Middle-Men 54
  51. 51. Martech Myth #3 - Middle-Men 55 60% of your spend is lost before the ad even appears on the website.
  52. 52. Martech Myth #3 - Middle-Men 56 But only 50% of THAT spend is on ads that are “viewable.”
  53. 53. Martech Myth #3 - Middle-Men 57 After ad fraud, we have 16 cents left.
  54. 54. Martech Myth #3 - Middle-Men 58 Only 2/3 of “viewable” impressions are actually looked at by someone.
  55. 55. Martech Myth #3 - Middle-Men 59 75% of the time, people don't look at online ads for one second.
  56. 56. Martech Myth #3 - Middle-Men 60
  57. 57. Martech Myth #3 - Middle-Men 61 - Mediatel, October 2016
  58. 58. Martech Myth #4 62 Short-term results are the most important.
  59. 59. Promotion Advertising Direct Marketing PR Personal Selling Sales Promotion Martech Myth #4 - Short-Termism #SynergyDigitalForum @samueljscott
  60. 60. Martech Myth #4 - Short-Termism 64 - The Drum
  61. 61. Martech Myth #4 - Short-Termism 65 - The IPA (PDF)
  62. 62. Martech Myth #4 - Short-Termism 66
  63. 63. Martech Myth #4 - Short-Termism
  64. 64. Martech Myth #4 - Short-Termism 68 - The IPA (PDF)
  65. 65. Martech Myth #5 69 Targeting solves the problem of waste.
  66. 66. Martech Myth #5 - Waste 70 “Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” - John Wanamaker (1838-1922)
  67. 67. Martech Myth #5 - Waste 71
  68. 68. Martech Myth #5 - Waste 72 SignalingTargeting
  69. 69. Martech Myth #5 - Waste
  70. 70. Martech Myth #6 74 Brand building can be ignored.
  71. 71. Martech Myth #6 - Brand Building 75 - BBH
  72. 72. Martech Myth #6 - Brand Building 76 - The IPA (PDF)
  73. 73. Martech Myth #6 - Brand Building 77 - The IPA (PDF)
  74. 74. Martech Myth #6 - Brand Building 78 - The IPA (PDF)
  75. 75. Martech Myth #6 - Brand Building 79 - BBH
  76. 76. Martech Myth #6 - Brand Building 80 - BBH
  77. 77. Martech Myth #6 - Brand Building 81 - BBH
  78. 78. Спасибо! Samuel Scott Keynote Marketing Speaker Columnist at The Drum sjscott80@gmail.com @samueljscott Facebook and LinkedIn RSS and e-mail list #SynergyDigitalForum @samueljscott

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