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