3. “Advertising is Dead”
"You're seeing the end of the era of
mass marketing. Nobody can afford it
anymore, and consumers are
overloaded with messages."
Jim Nail, principal analyst at Forrester Research, to the New York Times
2004:
#digitalCPH17 -- @samueljscott
4. “The post-advertising age is under way.”
Bob Garfield in Ad Age
2009:
“Advertising is Dead”
#digitalCPH17 -- @samueljscott
9. Journalism & Product Ads = “Content”
“What do Amazon and The New York Times have in common? Real-time content publishing.”
#digitalCPH17 -- @samueljscott
11. Blog Spam = “Content Marketing”
#digitalCPH17 -- @samueljscott
12. Everything = “Content Marketing”
“Content is anything and everything we can read, see, hear, watch, or experience live.”
#digitalCPH17 -- @samueljscott
47. 25% of people worldwide use a VPN
- UK and US are 16%
VPNs Create Impostor Data
— GlobalWebIndex in Wired magazine
#digitalCPH17 -- @samueljscott
48. Apple Steps Up
Safari 11
(Macs and iPhones)
Intelligent Tracking Prevention lets
companies track people for only
24 hours after visiting a website
#digitalCPH17 -- @samueljscott
49. The Truth
We have no idea how much marketing data
is lost, inaccurate, or never collected at all.
#digitalCPH17 -- @samueljscott
51. What is GDPR?
• Consumers must opt-in to all
personal data collection and
processing
• Opt-in can be withdrawn at any time
• Personal data must be erased upon
request
• Data breach notification and
accountability
#digitalCPH17 -- @samueljscott
52. Who Will Opt-In to Tracking?
5%
— PageFair research
#digitalCPH17 -- @samueljscott
53. What is GDPR?
Fine:
— €20 million OR
— 4% of global revenue
#digitalCPH17 -- @samueljscott
54. One Example
- The Guardian, September 2017
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61. So, What Do We Do?
Brand Advertising & Publicity
#DigitalCPH17 -- @samueljscott
62. So, What Do We Do?
Direct Marketing
#DigitalCPH17 -- @samueljscott
63. So, What Do We Do?
Influencer & Community Relations
#DigitalCPH17 -- @samueljscott
64. Summary
Digital-first is a fallacy. Create a strategy that
combines the best of online and offline.
#DigitalCPH17 -- @samueljscott
65. Tak!
Samuel Scott
Keynote Marketing Speaker
Columnist at The Drum
!
sjscott80@gmail.com
@samueljscott
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