focus on the person and live longer together

Samuel Scott - @

samueljscott - sam

ueljscott.com - @

logzio

Focus on the Person and Live Longer TogetherSAMUEL SCOTTDIRECTOR OF MARKETING AND COMMUNICATIONS – LOGZ.IOGLOBAL MARKETING SPEAKER

Samuel Scott - @samueljscott - samueljscott.com - @logzio

Junior High School

Marketing is all about telling a story!

Don’t Do What I Did

This Is What I Did

This Is What I Should Have Done

Marketing = Relationships

Marketing and dating:

Building mutually-beneficial relationships over time.

What I Will Discuss Today

1. The Step-By-Step Marketing Communications Process

2. The Biggest Myths in Marketing Today

3. The Mistaken Assumptions in “Digital Marketing”

Marketing Communications 101

Marketing Communications

Product Price Place Promotion

Advertising

Content

Channel

Direct Marketing

Content

Channel

Public Relations

Content

Channel

Sales Promotion

Content

Channel

Personal Selling

Content

Channel

Content

Channel

The 4 Ps Marketing Mix

Marketing Communication

Product Price Place Promotion

Product

Opposites do NOT attract – in dating or marketing.

Segment your market and establish product-market fit.

Financial Goal: High sales volumes or high profit margins?

Do you want to market yourself based on value or quality?

Where can people get your product?

Promotion

How will you tell the world about you?

The Promotion Mix

Promotion

Advertising

Content

Channel

Direct Marketing

Content

Channel

Public Relations

Content

Channel

Sales Promotion

Content

Channel

Personal Selling

Content

Channel

Content

Channel

Advertising

Paid, mass media messages that are sent to a broad, demographic group and aim to build long-term brand associations.

Direct Marketing

Individually-targeted communication that aims to elicit a direct, trackable response:

- PPC & most social media ads- Direct mail & e-mail- Retargeting- Most mobile marketing

Public Relations

Getting attention via influential intermediaries by doing things such as:

- Media relations- Community relations- Influencer relations

Sales Promotion

Temporarily offer low prices to:

- Steal customers from competitors- Introduce new products or features- Entice former customers to return

Personal Selling

Individuals personally pitching a product through methods such as:

- Convention booths- Telemarketing- Online demos

Getting attention and clicks in search engines’ organic search results

When to Use What

Why Is This Important?

The Biggest Myths in Marketing

Fewer and fewer people in marketing today have a traditional marketing education.

Certain companies that sell to marketerstake advantage of this.

“Inbound Marketing” = The Biggest Con

“Inbound marketing”

The same Promotion Mix applies to getting people to your store or your website.

Little has changed.

“Content Marketing” = Good, Old Marketing Communications

Promotion

Advertising

Content

Channel

Direct Marketing

Content

Channel

Public Relations

Content

Channel

Sales Promotion

Content

Channel

Personal Selling

Content

Channel

Content

Channel

“Content marketing” just refers to all of this:

“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

Content

Channel

“Social media” is just a collection of channels over which these things can be done:

People Hate “Growth Hacking”

Why the Buzzwords?

So, how do we move forward in our marketing relationships?

Go Back to the PastWhen Going Into the Future

Marcom 101 Review

Segment and research the target market

Establish product-market fit Set a pricing strategy Create a location or delivery strategy Decide on a promotion mix

Research which online and offline channels are best to use

Create the marketing collateral Transmit the content to the audience Measure results and adjust as

needed

Strategy first: Tactics second:

Marcom 101 Review

The Internet and mobile:

1. Are just new sets of communications channels

2. Simply allow for new formats of marketing collateral

It’s not “digital marketing.”

It’s marketing over digital channels.

But Remember This!

Don’t go into dating or marketingwith bad assumptions.

The Mistaken Assumptionsin “Digital Marketing”

“Social media is the future!”

But Who Uses Social Media?

Few Follow & Engage With Most Brands

“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?

Lazy journalists and social media pundits have over-represented social media’s impact to marketers who lack the critical faculties to assess social media’s value.”

– Mark Ritson

The Mistaken Assumptionsin “Digital Marketing”

“TV is dead!”

Completely Wrong!

Why Do Marketers Make Bad Assumptions?

The Echo Chamber…

…Leads to Bad Marketing…

…And Bad Relationships

Take your dates to the right locations.

Use the best marketing channelsfor your target audience.

In the End

It’s all about finding the right people, taking them to the right places, and having open communication.

Do this over time to build a lifelong relationship – in relationships and in marketing.

Resources

My TechCrunch columns: Everything the Tech World Says About Marketing is Wrong and How Google Analytics Ruined Marketing

People to follow: Mark Ritson (Twitter) and Bob Hoffman (Twitter) 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

Ačiū!

Samuel ScottDirector of Marketing and Communications, Logz.io

samuel@logz.io@samueljscottFacebook and LinkedInRSS and e-mail list

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