Focus on the Person and Live Longer Together

Focus on the Person and
Live Longer Together
SAMUEL SCOTT
DIRECTOR OF MARKETING AND COMMUNICATIONS – LOGZ.IO
GLOBAL MARKETING SPEAKER

Junior High School
Samuel Scott - @samueljscott - samueljscott.com - @logzio
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
SEO
Content
Channel

The 4 Ps Marketing Mix
Marketing
Communications
Product Price Place Promotion

Product
Opposites do NOT attract – in
dating or marketing.
Segment your market and
establish product-market fit.

Price
Financial Goal: High sales
volumes or high profit
margins?
Do you want to market
yourself based on value or
quality?

Place
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
SEO
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

SEO
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 marketers
take 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
SEO
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
SEO
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 Past
When 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 marketing
with bad assumptions.

The Mistaken Assumptions
in “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 Assumptions
in “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 channels
for 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 Scott
Director of Marketing and
Communications, Logz.io
samuel@logz.io
@samueljscott
Facebook and LinkedIn
RSS and e-mail list

Focus on the Person and Live Longer Together

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Focus on the Person and Live Longer Together