The Biggest Lies That Digital Marketers Tell Themselves
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Too much of the time, people accept whatever so-called experts and influencers tell them. We believe whatever we hear within the digital marketing echo chamber — even when those ideas are presented without evidence and later shown to be false. In this keynote address, Samuel Scott, the Marcom Director of log analytics platform Logz.io and a columnist for The Drum, will highlight the biggest lies and falsehoods within online marketing.
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The Biggest Lies That Digital Marketers Tell Themselves
- 1. The Biggest Lies That Digital Marketers Tell Themselves SAMUEL SCOTT DIRECTOR OF MARKETING AND COMMUNICATIONS – LOGZ.IO COLUMNIST, THE PROMOTION FIX – THE DRUM GLOBAL MARKETING SPEAKER #3xedigital -- @samueljscott – samueljscott.com
- 2. Lie #1 “Advertising is Dead” #3xedigital -- @samueljscott – samueljscott.com
- 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: #3xedigital -- @samueljscott – samueljscott.com
- 4. “The post-advertising age is under way.” Bob Garfield in Ad Age 2009: “Advertising is Dead” #3xedigital -- @samueljscott – samueljscott.com
- 5. “Advertising is Dead” #3xedigital -- @samueljscott – samueljscott.com
- 6. Advertising is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
- 7. Lie #2 “Content marketing is the only marketing left!” – Seth Godin #3xedigital -- @samueljscott – samueljscott.com
- 8. “We honestly believe that outbound marketing is dead.” The Hubspot Blog, October 2011 2011: So-Called “Content Marketing” #3xedigital -- @samueljscott – samueljscott.com
- 9. #3xedigital -- @samueljscott – samueljscott.com So-Called “Content Marketing”
- 10. The Promotion Mix Promotion Advertising Direct Marketing Public Relations Sales Promotion Personal Selling SEO #3xedigital -- @samueljscott – samueljscott.com
- 11. So-Called “Content Marketing” #3xedigital -- @samueljscott – samueljscott.com
- 12. 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” #3xedigital -- @samueljscott – samueljscott.com
- 13. So-Called “Content Marketing” #3xedigital -- @samueljscott – samueljscott.com
- 14. So-Called “Content Marketing” #3xedigital -- @samueljscott – samueljscott.com
- 15. So-Called “Content Marketing” -- Hubspot Blog Topic Generator #3xedigital -- @samueljscott – samueljscott.com
- 16. Lie #3 “People want to engage with brands on social media!” #3xedigital -- @samueljscott – samueljscott.com
- 17. “Social Media Marketing” is Useless Do this experiment. #3xedigital -- @samueljscott – samueljscott.com
- 18. “Social Media Marketing” is Useless Coca-Cola has 23 million users in the UK Coca-Cola has 2.5 million Facebook followers in the UK – 11% of users Organic posts will be seen by 11% of followers -- only 275,000 people, or 1.20% of all users “Engagement” from 0.22% of followers – only 5,500 people, or 0.02% of all users #3xedigital -- @samueljscott – samueljscott.com
- 19. “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? – Mark Ritson “Social Media Marketing” is Useless #3xedigital -- @samueljscott – samueljscott.com
- 20. “Social Media Marketing” is Useless ”Pepsi Refresh” in 2010 Moved millions in ad spend from TV to social media Decrease of 5% in market share Lost $350 million #3 brand – behind Diet Coke See Ad Contrarian Bob Hoffman #3xedigital -- @samueljscott – samueljscott.com
- 21. “Social Media Marketing” is Not a “Thing” 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: #3xedigital -- @samueljscott – samueljscott.com
- 22. “Social Media Marketing” is Useless 2.3 billion people are active social media users. What do you think that these billions of people want? #3xedigital -- @samueljscott – samueljscott.com
- 23. Lie #4 “TV is dead!” #3xedigital -- @samueljscott – samueljscott.com
- 24. TV is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
- 25. TV is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
- 26. TV is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
- 27. TV is NOT Dead #3xedigital -- @samueljscott – samueljscott.com
- 28. So……. Why Do Marketers Make Bad Assumptions? #3xedigital -- @samueljscott – samueljscott.com
- 29. Why the Buzzwords? #3xedigital -- @samueljscott – samueljscott.com
- 30. The Echo Chamber… #3xedigital -- @samueljscott – samueljscott.com
- 31. …Leads to Bad Marketing… #3xedigital -- @samueljscott – samueljscott.com
- 32. Social Media is One Example #3xedigital -- @samueljscott – samueljscott.com
- 33. Go Back to the Past When Going Into the Future #3xedigital -- @samueljscott – samueljscott.com
- 34. The Internet and mobile: 1. Are just new sets of communications channels 2. Simply allow for new formats of marketing collateral Market Over Online & Offline Channels #3xedigital -- @samueljscott – samueljscott.com
- 35. Promotion Advertising Content Channel Direct Marketing Content Channel Public Relations Content Channel Sales Promotion Content Channel Personal Selling Content Channel SEO Content Channel Market Over Online & Offline Channels #3xedigital -- @samueljscott – samueljscott.com
- 36. Resources The Drum: My Promotion Fix columns My TechCrunch columns: Everything the Tech World Says About Marketing is Wrong and How Google Analytics Ruined Marketing 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 #3xedigital -- @samueljscott – samueljscott.com
- 37. Go raibh maith agat! Samuel Scott Director of Marketing and Communications, Logz.io samuel@logz.io @samueljscott Facebook and LinkedIn RSS and e-mail list #3xedigital -- @samueljscott – samueljscott.com