Samuel Scott's talk at the Synergy Digital Forum in Moscow in May 2018. He address the fallacies that consumers want personalized ads, mediums do not matter, short-term results are the most important, targeting solves the problem of waste, ad tech saves money by cutting out the middlemen, and brand building can be ignored.
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
The Myths and Realities of Martech in 2018
1. The Myths and Realities of Martech in 2018
SAMUEL SCOTT
COLUMNIST, THE PROMOTION FIX – THE
DRUM
GLOBAL MARKETING SPEAKER
#SynergyDigitalForum — @samueljscott
30. Blocks:
• Scripts that include “&ads” or “.ads” or “-ads”
• Ads + tracking on social media
• All major online ad networks
• Google Analytics and most other scripts
can be added for blocking in a few clicks
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott
31. Blocks by default:
BlueKai. Brightcove. ChartBeat. Crazy Egg. Disqus.
DoubleClick. Dstillery. eXelate. Facebook. Gaug.es. Google+.
Google AdWords. Google Analytics. Google Dynamic
Retargeting. Google Tag Manager. Hubspot. Intercom. Moat.
LiveRamp. Lotame. Marketo. New Relic. Omniture (Adobe
Analytics). Optimizely. Outbrain. Perfect Audience. Quantcast.
ScoreCard Research Beacon. SimpleReach. Spot.IM.
Tinypass. Twitter.
Visual Website Optimizer.
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott
33. 220 million+ block
Google Analytics
— Jason Packer, principal consultant at Quantable
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott
34. 25% of people worldwide use a VPN
- Russia is 24%
— GlobalWebIndex in Wired magazine
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott
35. 200 million visits in August 2017
— SimilarWeb data
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott
36. Safari 11
(Macs and iPhones)
Intelligent Tracking Prevention lets
companies track people for only 24
hours after visiting a website
Martech Myth #1 - Personalisation
#SynergyDigitalForum @samueljscott
70. Martech Myth #5 - Waste
70
“Half the money I spend on advertising is wasted;
the trouble is, I don't know which half.”
- John Wanamaker (1838-1922)
82. Спасибо!
Samuel Scott
Keynote Marketing Speaker
Columnist at The Drum
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
#SynergyDigitalForum @samueljscott