The document discusses common lies that get in the way of effective creative campaigns. It argues that TV and radio are not dead, that big data alone does not equal effective marketing, and that people do not truly want relationships with brands on social media. It advocates remembering the full promotion mix of tactics and channels, and matching them appropriately instead of being distracted by content marketing buzzwords. The overall message is that marketers should not believe common lies but should take a customer-focused approach using the right tactics for each channel.

1. #gettomorrow -- @samueljscott
Get Tomorrow
The Biggest Lies That Get in the Way of Creative Campaigns
SAMUEL SCOTT
COLUMNIST, THE PROMOTION FIX – THE DRUM
GLOBAL MARKETING SPEAKER

2. #gettomorrow -- @samueljscott
The First Lie
TV and radio are “dead.”

3. US Nielsen’s TAR — Q1 2017

4. US ComScore’s Cross-Platform Future

5. ThinkBox in the UK

6. NFL on Amazon Prime
1%2%
97%
TV Amazon Prime Other

7. UK RAJAR Midas Audio Survey

8. US Nielsen’s 2016 Annual Radio Report

9. US Nielsen Music’s 2016 Report

10. The Second Lie
“Big Data” is the future of marketing.
#gettomorrow -- @samueljscott

11. AI-Powered Direct Marketing

12. AI-Powered Direct Marketing

13. People Hate It
MarketingSherpa, March 2017
#gettomorrow -- @samueljscott

14. People Hate It
Doc Searls,
Harvard Business Review
#gettomorrow -- @samueljscott

15. Ad Blocking Is Only Increasing
2017 PageFair Adblock Report
#gettomorrow -- @samueljscott

16. 2017 PageFair Adblock
Report
Ad Blocking Is Only Increasing
Finland is 23%

17. Example — TechCrunch
#gettomorrow -- @samueljscott

18. 25% of people worldwide use a VPN
- UK and US are 16%
VPNs Create Impostor Data
— GlobalWebIndex in Wired magazine
#gettomorrow -- @samueljscott

19. Apple Steps Up
Safari 11
(Macs and iPhones)
Intelligent Tracking Prevention lets
companies track people for only
24 hours after visiting a website
#gettomorrow -- @samueljscott

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

21. Judgement Day: May 25, 2018
#gettomorrow -- @samueljscott

22. 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• Opt-in can be withdrawn at any time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
#gettomorrow -- @samueljscott

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

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

25. One Example
- The Guardian, September 2017
#gettomorrow -- @samueljscott

26. Google and Facebook
- Princeton University (PDF)
#gettomorrow -- @samueljscott

27. Data and Creativity
#gettomorrow -- @samueljscott

28. The Third Lie
People want to have “relationships”
with brands on social media.
#gettomorrow -- @samueljscott

29. Who Really Uses Social Media?

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

31. Who Finland Follows on Facebook
#gettomorrow -- @samueljscott

32. Who Finland Follows on Facebook
#gettomorrow -- @samueljscott

33. Who Finland Follows on Facebook
#gettomorrow -- @samueljscott

34. Quick Math
310,000 followers / 5.5 million people =
5.6% follow the brand
#gettomorrow -- @samueljscott

35. Quick Math
11% / 310,000 followers / 5.5 million people =
0.6% see organic posts
#gettomorrow -- @samueljscott

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

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

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

39. The Fourth Lie
Content, content, content!
#gettomorrow -- @samueljscott

40. Publicity Stunts = “Content Marketing”
#gettomorrow -- @samueljscott

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

42. Blog Spam = “Content Marketing”
#gettomorrow -- @samueljscott

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

44. Everything = “Content Marketing”
Useless.
#gettomorrow -- @samueljscott

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

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

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

48. What Exactly Is This?
• Brand advertising?
• Social media marketing?
• Content marketing?
!
Advertising over social
media. The tactic is
advertising. The channel is
social media.

49. We Are Distracted Marketers

50. Tactics and Channels

51. So, What Do We Do?
Brand Advertising & Publicity
#gettomorrow -- @samueljscott

52. So, What Do We Do?
Direct Marketing
#gettomorrow -- @samueljscott

53. So, What Do We Do?
Influencer & Community Relations
#gettomorrow -- @samueljscott

54. Summary
We can get tomorrow by not falling for lies today.
Here are just a few of them.
#gettomorrow -- @samueljscott

55. Kiitos!
Samuel Scott
Keynote Marketing Speaker
Columnist at The Drum
!
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
#gettomorrow -- @samueljscott