the biggest lies that digital marketers tell themselves - 3xe digital
TRANSCRIPT
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
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Lie #1
“Advertising is Dead”
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“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:
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“The post-advertising age is under way.”
Bob Garfield in Ad Age
2009:
“Advertising is Dead”
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“Advertising is Dead”
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Advertising is NOT Dead
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Lie #2
“Content marketing is the only marketing left!” – Seth Godin
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“We honestly believe that outbound marketing is dead.”
The Hubspot Blog, October 2011
2011:
So-Called “Content Marketing”
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So-Called “Content Marketing”
The Promotion Mix
Promotion
Advertising Direct Marketing
Public Relations
Sales Promotion
Personal Selling SEO
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So-Called “Content Marketing”
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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”
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So-Called “Content Marketing”
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So-Called “Content Marketing”
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So-Called “Content Marketing”
-- Hubspot Blog Topic Generator
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Lie #3
“People want to engage with brands on social media!”
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“Social Media Marketing” is Useless
Do this experiment.
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“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
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“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
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“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
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“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:
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“Social Media Marketing” is Useless
2.3 billion people are active social media users.
What do you think that these billions of people want?
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Lie #4
“TV is dead!”
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TV is NOT Dead
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TV is NOT Dead
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TV is NOT Dead
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TV is NOT Dead
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So…….
Why Do MarketersMake Bad Assumptions?
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Why the Buzzwords?
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The Echo Chamber…
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…Leads to Bad Marketing…
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Social Media is One Example
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Go Back to the PastWhen Going Into the Future
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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
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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
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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
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Go raibh maith agat!
Samuel ScottDirector of Marketing and Communications, Logz.io
[email protected]@samueljscottFacebook and LinkedInRSS and e-mail list
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