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.

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
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2. Lie #1
“Advertising is Dead”
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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:
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4. “The post-advertising age is under way.”
Bob Garfield in Ad Age
2009:
“Advertising is Dead”
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5. “Advertising is Dead”
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6. Advertising is NOT Dead
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7. Lie #2
“Content marketing is the only
marketing left!” – Seth Godin
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8. “We honestly believe that outbound
marketing is dead.”
The Hubspot Blog, October 2011
2011:
So-Called “Content Marketing”
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9. #3xedigital -- @samueljscott – samueljscott.com
So-Called “Content Marketing”

10. The Promotion Mix
Promotion
Advertising
Direct
Marketing
Public
Relations
Sales
Promotion
Personal
Selling
SEO
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11. So-Called “Content Marketing”
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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”
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13. So-Called “Content Marketing”
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14. So-Called “Content Marketing”
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15. So-Called “Content Marketing”
-- Hubspot Blog Topic Generator
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16. Lie #3
“People want to engage with
brands on social media!”
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17. “Social Media Marketing” is Useless
Do this experiment.
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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
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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
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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
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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:
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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?
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23. Lie #4
“TV is dead!”
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24. TV is NOT Dead
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25. TV is NOT Dead
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26. TV is NOT Dead
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27. TV is NOT Dead
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28. So…….
Why Do Marketers
Make Bad Assumptions?
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29. Why the Buzzwords?
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30. The Echo Chamber…
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31. …Leads to Bad Marketing…
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32. Social Media is One Example
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33. Go Back to the Past
When Going Into the Future
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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
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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
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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
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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
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