The document discusses marketing strategies in the digital age. It argues that buzzwords like "content marketing", "inbound marketing", and "digital-first" are not answers to effective marketing. Instead, it recommends having a market orientation, channel-neutrality, and focusing on tactics like advertising, direct marketing, and PR across both online and offline mediums rather than any single medium. The key is having an integrated marketing strategy that brings together different tactics and reaches customers on the channels they use rather than being defined by new technologies.

1. Breaking Through the Digital Wall
When there is no “digital” or “traditional” marketing
Samuel Scott
Columnist, The Drum
Global marketing speaker
Twitter -- @samueljscott#DSummit2017

2. The 1990s - The Best Music
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3. The 1990s - The Worst Music
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4. The 1990s - The Best & Worst Ads
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5. Marketing 101 - The Marketing Mix
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Product Price Place Promotion

6. Marketing 101 - Promotional Tactics
#DSummit2017 @samueljscott
Promotion
Advertising
Direct
Marketing
PR
Personal
Selling
Sales
Promotion

7. Marketing 101 - Marcom
#DSummit2017 @samueljscott
Advertising
Direct
Marketing
PR
Personal
Selling
Sales
Promotion

8. The Inflection Point
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9. Then, the Growth of Digital
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10. 2017 in Review: Digital Ads Surpass TV
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11. And What Happened?
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12. Here Is What We Need to Do
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13. But first…
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14. AI is Not Always the Answer
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15. AI is Not Always the Answer
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16. 2017 in Review: AI & Ad Tech
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17. ‘Content Marketing’ is Not the Answer
#DSummit2017 @samueljscott

18. ‘Content Marketing’ is Not the Answer
#DSummit2017 @samueljscott

19. ‘Content Marketing’ is Not the Answer
#DSummit2017 @samueljscott

20. 2017 in Review: “Content”
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21. ‘Inbound Marketing’ is Not the Answer
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22. ‘Inbound Marketing’ is Not the Answer
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23. ‘Inbound Marketing’ is Not the Answer
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24. #DSummit2017 @samueljscott
2017 in Review: “Inbound Marketing”
Customer Acquisition Cost

25. And still…
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26. Even ‘Digital-First’ is Not the Answer
#DSummit2017 @samueljscott
! ”Pepsi Refresh” in the US
! 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

27. #DSummit2017 @samueljscott
Even ‘Digital-First’ is Not the Answer

28. #DSummit2017 @samueljscott
Even ‘Digital-First’ is Not the Answer

29. #DSummit2017 @samueljscott
2017 in Review: Digital Ad Effectiveness

30. #DSummit2017 @samueljscott
2017 in Review: Digital Ad Effectiveness

31. #DSummit2017 @samueljscott
2017 in Review: Digital Ad Effectiveness

32. So, what do we do?
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33. 1. Strategy
2. Tactics
3. Mediums
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34. Forget the Buzzwords
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35. Again, ’Content’ is Not a Tactic
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36. #DSummit2017 @samueljscott
“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
‘Engagement’ is Not a Tactic

37. #DSummit2017 @samueljscott
2017 in Review: “Engagement”

38. Tactics vs. Mediums vs. Strategy
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39. Where Digital Tech Fits In
#DSummit2017 @samueljscott
Advertising
Direct
Marketing
PR
Personal
Selling
Sales
Promotion
Online Offline Online Offline Online Offline Online Offline Online Offline

40. How do we do this?
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41. 1. Market Orientation
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42. Market Orientation
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43. 2. Channel-Neutrality
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44. Channel-Neutrality
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45. Channel-Neutrality
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“Not everyone in advanced economies
is using social media”
- Pew Research Center, April 2017

46. Channel-Neutrality
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47. Channel-Neutrality
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48. 3. Targeting vs. Signaling
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49. For Example
Direct MarketingAdvertising
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50. My Recommendations
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51. Students: Learn a Tactic Over All Mediums
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Advertising
Direct
Marketing
PR
Personal
Selling
Sales
Promotion
Online Offline Online Offline Online Offline Online Offline Online Offline

52. Agencies: Decide Exactly Where You Fit
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Advertising
Direct
Marketing
PR
Personal
Selling
Sales
Promotion
Online Offline Online Offline Online Offline Online Offline Online Offline
Product Price Place Promotion

53. In-House: Hire Based on Tactics
#DSummit2017 @samueljscott
Advertising
Direct
Marketing
PR
Personal
Selling
Sales
Promotion
Online Offline Online Offline Online Offline Online Offline Online Offline
Promotion

54. Today, There is Only “Marketing”
#DSummit2017 @samueljscott

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