Focus on the Person and Live Longer Together
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Transcript of 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!
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Don’t Do What I Did
Samuel Scott - @samueljscott - samueljscott.com - @logzio
This Is What I Did
Samuel Scott - @samueljscott - samueljscott.com - @logzio
This Is What I Should Have Done
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Marketing = Relationships
Marketing and dating:
Building mutually-beneficial relationships over time.
Samuel Scott - @samueljscott - samueljscott.com - @logzio
What I Will Discuss Today
1. The Step-By-Step Marketing Communications Process
Samuel Scott - @samueljscott - samueljscott.com - @logzio
What I Will Discuss Today
2. The Biggest Myths in Marketing Today
Samuel Scott - @samueljscott - samueljscott.com - @logzio
What I Will Discuss Today
3. The Mistaken Assumptions in “Digital Marketing”
Samuel Scott - @samueljscott - samueljscott.com - @logzio
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
SEO
Content
Channel
Samuel Scott - @samueljscott - samueljscott.com - @logzio
The 4 Ps Marketing Mix
Marketing Communication
s
Product Price Place Promotion
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Product
Opposites do NOT attract – in dating or marketing.
Segment your market and establish product-market fit.
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Price
Financial Goal: High sales volumes or high profit margins?
Do you want to market yourself based on value or quality?
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Place
Where can people get your product?
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Promotion
How will you tell the world about you?
Samuel Scott - @samueljscott - samueljscott.com - @logzio
The Promotion Mix
Promotion
Advertising
Content
Channel
Direct Marketing
Content
Channel
Public Relations
Content
Channel
Sales Promotion
Content
Channel
Personal Selling
Content
Channel
SEO
Content
Channel
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Advertising
Paid, mass media messages that are sent to a broad, demographic group and aim to build long-term brand associations.
Samuel Scott - @samueljscott - samueljscott.com - @logzio
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
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Public Relations
Getting attention via influential intermediaries by doing things such as:
- Media relations- Community relations- Influencer relations
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Sales Promotion
Temporarily offer low prices to:
- Steal customers from competitors- Introduce new products or features- Entice former customers to return
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Personal Selling
Individuals personally pitching a product through methods such as:
- Convention booths- Telemarketing- Online demos
Samuel Scott - @samueljscott - samueljscott.com - @logzio
SEO
Getting attention and clicks in search engines’ organic search results
Samuel Scott - @samueljscott - samueljscott.com - @logzio
When to Use What
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Why Is This Important?
Samuel Scott - @samueljscott - samueljscott.com - @logzio
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.
Samuel Scott - @samueljscott - samueljscott.com - @logzio
“Inbound Marketing” = The Biggest Con
“Inbound marketing”
The same Promotion Mix applies to getting people to your store or your website.
Little has changed.
Samuel Scott - @samueljscott - samueljscott.com - @logzio
“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
SEO
Content
Channel
“Content marketing” just refers to all of this:
Samuel Scott - @samueljscott - samueljscott.com - @logzio
“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
SEO
Content
Channel
“Social media” is just a collection of channels over which these things can be done:
Samuel Scott - @samueljscott - samueljscott.com - @logzio
People Hate “Growth Hacking”
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Why the Buzzwords?
Samuel Scott - @samueljscott - samueljscott.com - @logzio
So, how do we move forward in our marketing relationships?
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Go Back to the PastWhen Going Into the Future
Samuel Scott - @samueljscott - samueljscott.com - @logzio
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:
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Marcom 101 Review
The Internet and mobile:
1. Are just new sets of communications channels
2. Simply allow for new formats of marketing collateral
Samuel Scott - @samueljscott - samueljscott.com - @logzio
It’s not “digital marketing.”
It’s marketing over digital channels.
Samuel Scott - @samueljscott - samueljscott.com - @logzio
But Remember This!
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Don’t go into dating or marketingwith bad assumptions.
Samuel Scott - @samueljscott - samueljscott.com - @logzio
The Mistaken Assumptionsin “Digital Marketing”
“Social media is the future!”
Samuel Scott - @samueljscott - samueljscott.com - @logzio
But Who Uses Social Media?
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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
Samuel Scott - @samueljscott - samueljscott.com - @logzio
The Mistaken Assumptionsin “Digital Marketing”
“TV is dead!”
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Completely Wrong!
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Why Do Marketers Make Bad Assumptions?
Samuel Scott - @samueljscott - samueljscott.com - @logzio
The Echo Chamber…
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…Leads to Bad Marketing…
Samuel Scott - @samueljscott - samueljscott.com - @logzio
…And Bad Relationships
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Take your dates to the right locations.
Use the best marketing channelsfor your target audience.
Samuel Scott - @samueljscott - samueljscott.com - @logzio
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.
Samuel Scott - @samueljscott - samueljscott.com - @logzio
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
Samuel Scott - @samueljscott - samueljscott.com - @logzio
Ačiū!
Samuel ScottDirector of Marketing and Communications, Logz.io
[email protected]@samueljscottFacebook and LinkedInRSS and e-mail list