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Scott Gillum

Member since September 2011Contact Scott

Founder, Carbon Design. Former agency president and management consultant. Speaker, and active blogger for Media Post, Huffington Post, Fortune, Ad Age,Forbes CMO Network and B2B Knowledge Sharing.

Articles by Scott All articles by Scott

  • The Marketing Challenge Of Selling 'Human' Technology in Media Insider on 12/07/2017

    Why isn't the focus on benefits rather than the problems created by new technologies? ? Theodore Levitt, a former professor at Harvard Business School in the '60s, may have the answer.

  • The 5 'Ss' Marketers Want From Vendors in Media Insider on 10/26/2017

    Over the last few months I've had the opportunity to speak with close to 50 marketers, friends, clients and former colleagues. The conversation eventually made its way into a discussion of relationships they had with various consultants, advisors, and agencies. Just for kicks, I built a word cloud from my notes and saw five themes emerge from what they wanted from a vendor. I call them the five "Ss."

  • Why Amazon Is The New Google For Buying in Media Insider on 09/14/2017

    They're called the "duopoly" of online advertising. Facebook and Google account for 75% of the U.S. digital ad spend - and almost all of its growth, according to the Interactive Advertising Bureau. Facebook reported 45% growth in the last quarter and Google's parent company Alphabet posted earnings of $26 billion, 87% coming from advertising revenue. But are these behemoths about to be blindsided by a fierce competitor with a better ROI?

  • Do You Know Your Andres? in Media Insider on 07/20/2017

    There's a grocery store a few miles from my house. It's small and older -- at least 30 years in its current location. Usually, the shelves are poorly stocked with a limited selection compared to the newer stores surrounding it. Despite these facts, the store manages to stay in business, which is somewhat hard to comprehend given the cutthroat, low-margin nature of the industry. But the store survives because it has a secret weapon. His name is Andres. He's a cashier and has been at the store for 20-plus years.

  • Jeff Bezos' Secret Message For Marketers  in Online Spin on 05/18/2017

    Marketers channeling their inner Maverick (Tom Cruise's character in "Top Gun") often find themselves thinking "I feel the need, the need for speed" - but are plagued by internal speed bumps and stop signs. Little do they know that buried in Jeff Bezos' annual Amazon shareholder letter is an approach for helping them accelerate marketing efforts and navigate past internal road blocks.

  • Endpoint Computing Brings New Marketing Challenges in Online Spin on 04/27/2017

    Where does the signal to pull your hand away from heat originate? If your answer is the brain, you've already been burned. Instinctively, we pull our hand back without conscious thought, because the response to the stimulus takes a short cut and originates in the spinal cord because of the need for quick action. According to venture capitalist Peter Levine, computing may soon need this type of shortcut.

  • Have U.S. Politics Made It Easier For Machines To Understand Humans? in Online Spin on 03/09/2017

    It's coming. The "futurists" are saying that the hype about artificial intelligence is real. The reason, according to Andrew Ng, chief scientist at Baidu, is that AI is no long a "magical thing" but is now creating real value for companies, like Google and Baidu. Companies are now finding "pockets of opportunity" to invest in AI. But there's also something else at play that is making the timing right for AI: Americans are now living in a highly polarized political environment.

  • Will Bud's Super Bowl Ad Backfire?  in Online Spin on 02/09/2017

    As recent events have shown, we are living in the age of feeling versus an age of reason. It's a time when people often act - or react - first without having any, or all, of the facts. And the media may (or may not) be reading more into things than are actually there. Take for example, Budweiser's "Born the Hard Way" Super Bowl ad.

  • 10 Tips for Fixing Your Sales Conversion Problem (Permanently) in Online Spin on 01/26/2017

    The organization has a short-term "sales culture." Almost everything marketing does is oriented toward creating a lead. You know there are larger system/infrastructure issues impacting performance, but you can't expect anyone to invest/focus on them. You're on a "trend mill," running as fast as you can but going nowhere.It's a nightmare that thousands of marketers are living every day, so let's fix this issue -- permanently.

  • The Importance Of 'False Positive' Brand Advocates in Online Spin on 12/22/2016

    How to identify and target brand advocates -- who will spend hours reading your content, watching your videos, and attending your events -- but never buy your products themselves. They're also the ones who will recommend your brand to a colleague who is searching for a vendor to fit a need.

Comments by Scott All comments by Scott

  • The Marketing Challenge Of Selling 'Human' Technology by Scott Gillum (Media Insider on 12/07/2017)

    Thank you for the comment, Paula. My life was disrupted 6 months ago. This is what I did  

  • Why Amazon Is The New Google For Buying by Scott Gillum (Media Insider on 09/14/2017)

    Thanks Henry, interesting POV. Definitely end of the funnel and high intent...not sure it a clean match with Yellow Pages. But I get your point. 

  • Jeff Bezos' Secret Message For Marketers by Scott Gillum (Online Spin on 05/18/2017)

    Thanks Paula. They may live in "packs" but they don't follow them :) 

  • Jeff Bezos' Secret Message For Marketers by Scott Gillum (Online Spin on 05/18/2017)

    Thanks Leonard. Hope his approach works for you. 

  • Will Bud's Super Bowl Ad Backfire? by Scott Gillum (Online Spin on 02/09/2017)

    Hi Ted - thank you for the comment. Would AB InBev spends millions on a Super Bowl ad not to drive sales - no, I don't think the powers that be would spend that to make just an statment. To grow, they have to acquire younger consumers...even at the expense of long time Bud fans. 

  • Why I've Resisted Pinterest by Ryan DeShazer (Search Insider on 04/16/2012)

    The potential for Pininterest in B2B is this - a picture is worth a 1000 words. We are rebuilding a web site for a professional services firm. The "knowledge center" portion of the site is being redesigned to resemble Pinterest in order to carry Infograhics. With the proliferation of content on the "www," visual images that can summarize data heavy content and make it quickly scannable is the future. Pinterest for B2B will evolve this way. Good post Ryan.

  • For Marketers, Social Isn't Quite The New Search by Ryan DeShazer (Search Insider on 09/16/2011)

    Maybe we're trying to measure the value of social media the wrong way. Because corporate marketing is driving social activities at many organizations, the default to trying to fit it to a traditional ROI view. Perhaps we're using it at the wrong part of the funnel and the real value of social media is at the bottom of the funnel - as a customer retention/loyalty lever. Measuring engagement level as an indicator of customer retention has been done by Gallup. They are now working on how it applies to Social Media. Maybe this is the real payoff. Think about the value of having brand advocates enabled with social tools to ramp up word of mouth that will produce real results!

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