[wuc 2016] prof. dr. jürgen seitz, professor for marketing, media and digital industries |...
TRANSCRIPT
Reinventing Digital Marketing with Data & Creativity
Prof. Dr. Jürgen Seitz | Professor for Marketing, Medien and Digital Industries | Stuttgart Media University | @juergenseitz
Challenge #1Digital Advertising is broken
It started with a clickbait
Clickrate1994:
44%
We got what we deserved: Banner Blindness
AverageCTR2015:
≈0,1%
Then mobile saved us...not really
„Wurstfinger-Effekt“:
≈40%click mobileads accidently
We are losing the best customers2015:
21%Germany
Visibility, Bots and Adfraudscares Marketers
Challenge #2Digital Media is rapidly changing
Fast food content is taking overad-supported media consumption
„We posted afunnyphotographoftwobassethounds running.There’snousefulinformationinthephoto, sofromtheperspectiveofGoogle,ithasverylittlevalue.Yetthephoto hasreceivedmorethan45,000Facebook“likes”.“
Jonah Peretti,founder of buzzfeed
Everybody loved the trafficthey got from Facebook
But then brands had to pay
And now media has to play along - Instantly
Challenge #3The Platform Economy
sucks up valuable money
The platforms are starting to takethe lion share of profits and re-shape markets
E-Commerce Travel
Media Services
This is a huge challengefor a free and open internet
Cornerstones of reinventingDigital Marketing
with Data & Creativity
ACCEPT OUR NEW OVERLOARDS
To be more precise:Coopetition with the four horsemann
Build true relationships based on Content, Community and Commerce
Content
Commerce
Community
You are all marketers
BE PROUD OF BEEINGA MARKETER
Great marketing is creating value
Use independentdata sources and advice
Be raw and authentic – this builts trust
Adopt the data driven mindset: Opinions are assholes
Data over opinions - not enough
Data means work!
Data Management & Analytics = investment
Insights bring upside
Vanity metrics-fast foods that makes you fat and lazy
The confirmation Bias is real
Want to avoid any risk? Lets set up some more tests
Hangover? No decision power? Ask for more data.
You need to know your why!
Have you heard of the 10,000 hour rule?
Does not work.
The truth: Deliberate practice
Find the right superfoods
Slow food mindset - understand the ingredients
Marketing - Growth Hacking -Marketing Hacks
Example –Five wines that princeton graduates love
Need to be more flexible? – No!
Agile marketing is about rigour!
Agile marketing is about rigor!
Upside?
Let’s wait until it gets viral?
Example: going viral – No! –Increase the share Factor!
Pay to play – at bargain prices
Data Management platform –Insight Generation platform
Lets have a discussion!
Reinventing Digital Marketing with Data & Creativity
Prof. Dr. Jürgen Seitz | Professor for Marketing, Medien and Digital Industries | Stuttgart Media University | @juergenseitz