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.

1. The Myths and Realities of Martech in 2018
SAMUEL SCOTT
COLUMNIST, THE PROMOTION FIX – THE
DRUM
GLOBAL MARKETING SPEAKER
#SynergyDigitalForum — @samueljscott

4. #searchlove -- @samueljscott

5. Marketing 101 - The Marketing Mix
#SynergyDigitalForum @samueljscott
Product Price Place Promotion

6. Marketing 101 - Promotional Tactics
Promotion
Advertising
Direct
Marketing
PR
Personal
Selling
Sales
Promotion
#SynergyDigitalForum @samueljscott

7. Marketing 101 - Marcom
Advertising
Direct
Marketing
PR
Personal
Selling
Sales
Promotion
#SynergyDigitalForum @samueljscott

8. Tactics vs. Mediums vs. Strategy

9. What Is…
Direct MarketingAdvertising
#SynergyDigitalForum @samueljscott

10. Advertising
Pros
Creative
Memorable
Builds Brands
Cons
Can Flop
Expensive
Not Trackable
#SynergyDigitalForum @samueljscott

11. Direct Marketing
Pros
Cheap
Adjustable
Trackable
Cons
Boring
Not Memorable
Annoying
#SynergyDigitalForum @samueljscott

12. Direct Marketing

13. Direct Marketing
Gets an immediate, trackable response (from a targeted set of people)
#SynergyDigitalForum @samueljscott

15. Direct Marketing

17. Direct Marketing

18. Martech Myth #1
18
Consumers want personalised advertising.

19. 19
Martech Myth #1 - Personalisation

20. Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott

21. Martech Myth #1 - Personalisation
The Intercept, May 2018
#SynergyDigitalForum @samueljscott

22. MarketingSherpa, March 2017
Martech Myth #1 - Personalisation

23. Doc Searls,
Harvard Business Review
Martech Myth #1 - Personalisation

24. Martech Myth #1 - Personalisation
2017 PageFair
Adblock Report

25. 2017 PageFair Adblock Report
Martech Myth #1 - Personalisation

26. 2017 PageFair Adblock Report
Martech Myth #1 - Personalisation

27. 63% use them!
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott

28. Martech Myth #1 - Personalisation

29. Martech Myth #1 - Personalisation

30. 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

31. 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

32. 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

33. 220 million+ block
Google Analytics
— Jason Packer, principal consultant at Quantable
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott

34. 25% of people worldwide use a VPN
- Russia is 24%
— GlobalWebIndex in Wired magazine
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott

35. 200 million visits in August 2017
— SimilarWeb data
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott

36. 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

37. 5%
— PageFair research
Martech Myth #1 - Personalisation

38. - The Guardian, September 2017
Martech Myth #1 - Personalisation

39. Martech Myth #2
39
The medium does not matter.

40. Martech Myth #2 - Mediums
40

41. Martech Myth #2 - Mediums
41

42. Martech Myth #2 - Mediums
42

43. 43
Martech Myth #2 - Mediums

44. 44
Martech Myth #2 - Mediums
WARC, May 2018

45. 45
Martech Myth #2 - Mediums

46. 46
Martech Myth #2 - Mediums

47. 47
Martech Myth #2 - Mediums

48. Martech Myth #3
48
Ad tech saves money by cutting out
the middle-men.

49. Martech Myth #3 - Mediums
49

50. Martech Myth #3 - Middle-Men
50

51. 51
Martech Myth #3 - Middle-Men
- The Drum

52. Martech Myth #3 - Middle-Men
52
Read his full analysis here.

53. Martech Myth #3 - Middle-Men
53

54. Martech Myth #3 - Middle-Men
54

55. Martech Myth #3 - Middle-Men
55
60% of your
spend is lost
before the ad
even appears
on the website.

56. Martech Myth #3 - Middle-Men
56
But only 50% of THAT spend is on ads that are “viewable.”

57. Martech Myth #3 - Middle-Men
57
After ad fraud, we have 16 cents left.

58. Martech Myth #3 - Middle-Men
58
Only 2/3 of “viewable” impressions are actually looked at by someone.

59. Martech Myth #3 - Middle-Men
59
75% of the time, people don't look at online ads for one second.

60. Martech Myth #3 - Middle-Men
60

61. Martech Myth #3 - Middle-Men
61
- Mediatel, October 2016

62. Martech Myth #4
62
Short-term results are the most important.

63. Promotion
Advertising
Direct
Marketing
PR
Personal
Selling
Sales
Promotion
Martech Myth #4 - Short-Termism
#SynergyDigitalForum @samueljscott

64. Martech Myth #4 - Short-Termism
64
- The Drum

65. Martech Myth #4 - Short-Termism
65
- The IPA (PDF)

66. Martech Myth #4 - Short-Termism
66

67. Martech Myth #4 - Short-Termism

68. Martech Myth #4 - Short-Termism
68
- The IPA (PDF)

69. Martech Myth #5
69
Targeting solves the problem of waste.

70. 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)

71. Martech Myth #5 - Waste
71

72. Martech Myth #5 - Waste
72
SignalingTargeting

73. Martech Myth #5 - Waste

74. Martech Myth #6
74
Brand building can be ignored.

75. Martech Myth #6 - Brand Building
75
- BBH

76. Martech Myth #6 - Brand Building
76
- The IPA (PDF)

77. Martech Myth #6 - Brand Building
77
- The IPA (PDF)

78. Martech Myth #6 - Brand Building
78
- The IPA (PDF)

79. Martech Myth #6 - Brand Building
79
- BBH

80. Martech Myth #6 - Brand Building
80
- BBH

81. Martech Myth #6 - Brand Building
81
- BBH

82. Спасибо!
Samuel Scott
Keynote Marketing Speaker
Columnist at The Drum
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
#SynergyDigitalForum @samueljscott