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

1. #digitalCPH17 -- @samueljscott
The Biggest Lies That
Digital Marketers Tell Themselves
Samuel Scott
Columnist, The Drum
Global Marketing Speaker

2. #digitalCPH17 -- @samueljscott
The First Lie
Advertising is dead.

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. “The post-advertising age is under way.”
Bob Garfield in Ad Age
2009:
“Advertising is Dead”
#digitalCPH17 -- @samueljscott

5. “Advertising is Dead”
#digitalCPH17 -- @samueljscott

6. Advertising is NOT Dead
#digitalCPH17 -- @samueljscott

7. The Second Lie
“Content marketing is the only marketing left.”
- Seth Godin
#digitalCPH17 -- @samueljscott

8. Publicity Stunts = “Content Marketing”
#digitalCPH17 -- @samueljscott

9. Journalism & Product Ads = “Content”
“What do Amazon and The New York Times have in common? Real-time content publishing.”
#digitalCPH17 -- @samueljscott

10. So-Called “Content Marketing”
-- Hubspot Blog Topic Generator
#digitalCPH17 -- @samueljscott

11. Blog Spam = “Content Marketing”
#digitalCPH17 -- @samueljscott

12. Everything = “Content Marketing”
“Content is anything and everything we can read, see, hear, watch, or experience live.”
#digitalCPH17 -- @samueljscott

13. Everything = “Content Marketing”
Useless.
#digitalCPH17 -- @samueljscott

14. So-Called “Content Marketing”
#digitalCPH17 -- @samueljscott

15. So-Called “Content Marketing”
#digitalCPH17 -- @samueljscott

16. The Promotion Mix
Promotion
Advertising Direct Marketing Public Relations Sales Promotion Personal Selling SEO
#digitalCPH17 -- @samueljscott

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. The Third Lie
TV is dead.
#digitalCPH17 -- @samueljscott

19. US Nielsen
● People spend the majority of this time watching live & DVR television

20. US comScore
● Live TV consists of 84% of total TV viewing time

21. US comScore
● 15% are “streaming only.” Most use streaming as a supplement

22. US comScore
● For every hour streamed, people watch more than five on live TV

23. US comScore
● Live TV still dominates, even among the heaviest users of streaming television

24. UK ThinkBox

25. UK ThinkBox

26. UK ThinkBox

27. NFL on Amazon Prime
1%2%
97%
TV Amazon Prime Other
TV — 14.6 million
Amazon — 372,000

28. Denmark: What About Millennials?

29. UK: What About Millennials?

30. The Fourth Lie
People want to have “relationships”
with brands on social media.
#digitalCPH17 -- @samueljscott

31. Who Really Uses Social Media?

32. Who Really Uses Social Media?
“Not everyone in advanced economies
is using social media”
- Pew Research Center, April 2017

33. Who Denmark Follows on Facebook
#digitalCPH17 -- @samueljscott

34. Quick Math
279,000 followers / 5.7 million people =
4.9% follow the brand
#digitalCPH17 -- @samueljscott

35. Quick Math
11% / 279,000 followers / 5.7 million people =
0.5% see organic posts
#digitalCPH17 -- @samueljscott

36. How Effective is Social Media?
ThinkTV Australia,
September 2017
#digitalCPH17 -- @samueljscott

37. How Effective is Social Media?
#digitalCPH17 -- @samueljscott

38. How Effective is Social Media?
#digitalCPH17 -- @samueljscott

39. The Fifth Lie
Big Data and AI are the future of marketing.
#digitalCPH17 -- @samueljscott

40. AI-Powered Direct Marketing

41. AI-Powered Direct Marketing

42. People Hate It
MarketingSherpa, March 2017
#digitalCPH17 -- @samueljscott

43. People Hate It
Doc Searls,
Harvard Business Review
#digitalCPH17 -- @samueljscott

44. Ad Blocking Is Only Increasing
2017 PageFair Adblock Report
#digitalCPH17 -- @samueljscott

45. 2017 PageFair Adblock
Report
Ad Blocking Is Only Increasing
Denmark is 25%

46. Example — TechCrunch
#digitalCPH17 -- @samueljscott

47. 25% of people worldwide use a VPN
- UK and US are 16%
VPNs Create Impostor Data
— GlobalWebIndex in Wired magazine
#digitalCPH17 -- @samueljscott

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. The Truth
We have no idea how much marketing data
is lost, inaccurate, or never collected at all.
#digitalCPH17 -- @samueljscott

50. Judgement Day: May 25, 2018
#digitalCPH17 -- @samueljscott

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. Who Will Opt-In to Tracking?
5%
— PageFair research
#digitalCPH17 -- @samueljscott

53. What is GDPR?
Fine:
— €20 million OR
— 4% of global revenue
#digitalCPH17 -- @samueljscott

54. One Example
- The Guardian, September 2017
#DigitalCPH17 -- @samueljscott

55. Google and Facebook
- Princeton University (PDF)
#DigitalCPH17 -- @samueljscott

56. So, What Do We Do?
1. Be customer-facing and channel-neutral.
#DigitalCPH17 -- @samueljscott

57. So, What Do We Do?
2. Remember the Promotion Mix.
Personal Selling
SEO
PR
Direct Marketing
Advertising

58. So, What Do We Do?
3. Match the best channels and tactics.
#DigitalCPH17 -- @samueljscott

59. We Are Distracted Marketers

60. Tactics vs. Channels

61. So, What Do We Do?
Brand Advertising & Publicity
#DigitalCPH17 -- @samueljscott

62. So, What Do We Do?
Direct Marketing
#DigitalCPH17 -- @samueljscott

63. So, What Do We Do?
Influencer & Community Relations
#DigitalCPH17 -- @samueljscott

64. Summary
Digital-first is a fallacy. Create a strategy that
combines the best of online and offline.
#DigitalCPH17 -- @samueljscott

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