Samuel Scott
| Samuel Scott | |
|---|---|
 Samuel Scott speaking in Prague (2019) | |
| Born | |
| 🏳️ Nationality | American and Israeli |
| 🏫 Education | Boston University (BS) Suffolk University (MBA studies) Bar-Ilan University (MBA studies) |
| 💼 Occupation | Marketing speaker and "The Promotion Fix" columnist at The Drum |
| 🌐 Website | www |
Samuel Scott is an American-Israeli former journalist, newspaper editor, and marketing executive and current keynote marketing speaker and business columnist.
Education and Career[edit]
Scott attended Boston University, where he earned a Bachelor of Science degree in journalism in 2002. He was an editorial assistant and freelancer at The Boston Globe, a staff reporter at The Boston Courant, and the editor-in-chief and later executive director at Spare Change News.[1][2] He completed most of the Executive MBA program at Suffolk University in Boston before moving to Israel.
In Israel, Scott was senior director of digital marketing and communications for the global marketing agency The Cline Group and was also a contributing writer for Moz's online marketing blog as well as TechCrunch.[3] From 2015 to 2017, he was the first director of marketing for Logz.io. Today, he has written "The Promotion Fix" column for The Drum, a global London-based marketing and media trade publication, since December 2016.[4] He also did additional International MBA coursework at Bar-Ilan University.
Positions[edit]
In his early columns for TechCrunch, Scott wrote that the marketing industry is ignoring the problem of online advertising fraud,[5] falling "into an echo chamber of meaningless buzzwords,"[6] and ignoring the difference between strategies and channels, favoring digital channels that often deliver lower returns than traditional channels, and thinking that direct responses are the only useful ROI metric.[7]
In his "Promotion Fix" column for The Drum, Scott has argued that traditional television is not "dying",[8] that ad blockers will eventually stop all adtech and martech platforms,[9] that advertising spend is not actually moving online,[10] that the 2019 Cannes Lions International Festival of Creativity was an example of brand purpose hypocrisy,[11] and that personalization is advertising is overhyped.[12]
In December 2018, Scott obtained the full, redacted FBI report into allegations that HubSpot senior executives allegedly attempted to manipulate and extort people with the intention of stopping the publication of Disrupted: My Misadventure in the Start Up Bubble by journalist and former employee Daniel Lyons. Scott has the document available for free download on his website.[13]
After the 2020-2021 COVID-19 pandemic began, Scott predicted that the marketing and greater business worlds will return mostly to normal after it ends,[14] created the "Coronavirus Business Hall of Shame" for companies that acted hypocritically,[15] and reported how Israel vaccinated its people more quickly than any other country.[16]
Public Speaking[edit]
Scott's first appearance was at SMX Milan in Italy in 2013.[17] In the months before the 2020-2021 COVID-19 pandemic, he spoke at SEMPL in Slovenia,[18] ZeeMelt in Mumbai,[19] and the World Marketing Summit in England.[20]
In 2020, Scott gave live and recorded virtual keynote talks from his studio for organizations including the Norwegian Advertising Association[21] and the Association of Commercial Television in Prague[22]
Interviews[edit]
Digiday called Scott a "noted contrarian" in the online advertising world.[23] He has also been referenced or interviewed by Adweek on digital ads[24] and social media;[25] CIO on Google's search algorithm[26] and social media for job seekers;[27] Inc.[28] and Fortune[29] on digital advertising fraud; Entrepreneur;[30] MediaPost on GDPR;[31] Search Engine Journal;[32] Marketing magazine in Canada;[33] TechRepublic;[34] Marketing Land on ad tech;[35] and Search Engine Land.[36]
Scott has also been the featured guest on the podcasts of Unbounce's Call to Action[37] and Event Industry News[38]
References[edit]
- ↑ "Don't Quote Me". Boston Phoenix.
- ↑ "The compromises reporters make". Universal Hub.
- ↑ "Samuel Scott". TechCrunch.
- ↑ "The Promotion Fix". The Drum.
- ↑ "The $8.2 Billion Adtech Fraud Problem That Everyone Is Ignoring". TechCrunch.
- ↑ "Everything the tech world says about marketing is wrong". TechCrunch.
- ↑ "How Google Analytics ruined marketing". TechCrunch.
- ↑ "TV is not dying – it's lies, damn lies and bad media statistics". The Drum.
- ↑ "The day after tomorrow: when adblockers and GDPR kill all adtech and martech". The Drum.
- ↑ "No, advertising spend is not moving online – here's why". The Drum.
- ↑ "The brand purpose hypocrisy at Cannes Lions". The Drum.
- ↑ "Personalisation will be 2020's most overhyped marketing practice". The Drum.
- ↑ "Samuel Scott". Samuel Scott.
- ↑ "The coronavirus will not 'change marketing forever'". The Drum.
- ↑ "The Coronavirus Business Hall of Shame". Samuel Scott.
- ↑ "How Israel launched a world-leading Covid-19 vaccination campaign: lessons from the ground". The Drum.
- ↑ "Speakers". SMX Milan.
- ↑ "SEMPL". SEMPL.
- ↑ "ZeeMelt". ZeeMelt.
- ↑ "World Marketing Summit". World Marketing Summit. Archived from the original on 2019-10-17.
- ↑ "Den Store Annonsørdagen 2020". ANFO.
- ↑ "Webinars in 2020". AKTV.
- ↑ "The rise of the digital advertising truther". Digiday.
- ↑ "Why You Shouldn't Waste Your Money on Online Display Ads". Adweek.
- ↑ "How to Win at Trade Shows (Hint: It Involves Social Media)". Adweek.
- ↑ "Inside RankBrain: What Google's new search algorithm means to you". CIO.
- ↑ "7 social media mistakes job seekers must avoid". CIO.
- ↑ "Defusing the Digital Advertising Ticking Time Bomb: Fraud". Inc.
- ↑ "There's a ticking time bomb inside the online advertising market". Fortune.
- ↑ "From Marketers to Button Pushers and Back Again". Entrepreneur.
- ↑ "The GDPR's Big Bang: Confusion Spreads As Deadline Looms". MediaPost.
- ↑ "Microsoft Undergoes Restructuring, Top Bing Positions Eliminated". Search Engine Journal.
- ↑ "How to Survive Online". Marketing.
- ↑ "10 ways AI will impact the enterprise in 2018". TechRepublic.
- ↑ "5 fundamentals of digital advertising every marketer should know". Marketing Land.
- ↑ "Are You Building Links Or Building A Business?". Search Engine Land.
- ↑ "Is Everything the Tech World Says About Marketing Wrong?". Unbounce's Call to Action.
- ↑ "Podcast: Samuel Scott reveals best practices for keynote speakers". Event Industry News.
External links[edit]
This article "Samuel Scott (businessperson)" is from Wikipedia. The list of its authors can be seen in its historical and/or the page Edithistory:Samuel Scott (businessperson). Articles copied from Draft Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and not main one.
