3XE Digital Proudly presents:
Samuel Scott, Marcom Director at Logz.io & Columnist at The Drum
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.
**presentation is NOT for commercial use**
For more info visit: www.3xedigital.com
Press Release Distribution Evolving with Digital Trends.pdf
The Biggest Lies That Digital Marketers Tell Themselves - 3XE Digital
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
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
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
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
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
