Samuel J Scott

How companies can truly help the world

The corporate hypocrisy of Fearless Girl does not stop there. In this keynote, Samuel will go through examples of several companies claiming to do “cause marketing” or “brand purpose” but are completely hypocritical in their own business practices. And then, he will show what everyone here can do to truly help the world instead. We should focus on real cause marketing and brand purpose — not brand hypocrisy.

The biggest myths in marketing

In this speech, Samuel argues that TV and radio are not dead. People do not want to have relationships with brands. The medium itself does matter. Ad tech does not cut out expensive middlemen. There is more to marcom than short-term results. Advertising “waste” is actually a good thing. “Millennials” and other demographic segments are not useful in marketing. We cannot trust the numbers we see online because much of the Internet is fake.

Content is the worst word in marketing

“Content” now refers to anything that anyone puts online for any reason. People who use the word “content” have no idea what marcom collateral they want to create and no idea how they should measure it. The word “content” means nothing precise, specific, or useful. In this speech, Samuel outlines an entirely different approach based on the traditional marcom process that very few marketers today seem to have actually studied.

The future trends in marketing

Blockchain may bring transparency to ad tech. GDPR, online ad fraud, and the death of data-based marketing surveillance will bring a return of creativity. Direct response spend has moved online, but television is still the most used medium for advertising and is more effective than digital. There will be no separation between traditional and digital marketing — marketing will become integrated by being channel-neutral

The pros, cons and best practices in influencer marketing

Influencer marketing has existed since 1899. In this speech, Samuel will go through history and his own research to present the best practices that both influencers and marketers need to know. Influencer marketing can be successful for both parties as long as people remember the difference between fame and influence, the place for the tactic in the marketing funnel, and the issues with measurement and fraud

How marketers should respond to the next recession

Much of the world may soon face a recession — and the first thing that companies will do is cut expenses from every department. Samuel has compiled studies and reports from the IPA in the UK and Kantar Millward Brown from the last recession to inform what marketers should do whenever the next one hits.

The pros, cons and best practices in DTC marketing

Companies today have three options: selling through traditional wholesalers and retailers, through Amazon, or through their own platforms. Each has its positives and negatives – and, for marketers, there is no simple or easy choice. Based on his research, Samuel goes through the pros, cons and best practices in DTC distribution and promotion.

Marketing 101

An introduction into marketing and communications that covers customer-facing research, product-market fit, segmentation, pricing, positioning, messaging, promotional tactics, media mixes, and measurement.

SEO

How to get found in organic search results for relevant queries that relate to you, your product, the solutions that you provide, and the questions that you can answer as well as how to ensure stable, long-term growth without the risk of Google penalties and what website technical issues to address.

Marketing communications

How to create the most effective marcom campaigns and incorporate them into your overall marketing strategy.

Media relations and publicity

How to create a media relations plan from research to publication and reporter targeting to pitching stories to measuring the right metrics.