By Marcus Honesta.
Love him, hate him; but do not dismiss his views. Ritson is blunt, some might say rude, crude and maybe not the sort of chap you take home to meet mum. But CTL challenges all digital content marketers to be courageous enough to watch this presentation.
Mark Ritson is Adjunct Professor of Marketing at Melbourne Business School and a Visiting Professor at Singapore Management University. He has a PhD in Marketing from Lancaster University and has been a faculty member at some of the world’s leading business schools teaching the marketing core and brand management on the MBA programs at London Business School, MIT Sloan, and the University of Minnesota. He is widely acknowledged as one of the world’s best marketing instructors and has been the recipient of the teaching prize at LBS (2002), MIT (2009) SMU (2015) and MBS (2008, 2009, 2010, 2013 & 2014).
Mark has worked globally on projects ranging from brand strategy, market research, segmentation, CRM and brand extension. His clients have included Baxter, Loewe, McKinsey, PepsiCo, Subaru, Eli Lilly, Donna Karan, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay and WD40. For thirteen years – from 2002 to 2015 – he served as in-house professor for LVMH – the world’s largest luxury group – working with senior executives from brands like Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy.
An avid writer on branding, Mark has written a weekly column on the topic in the UK for Marketing Week for over a decade. On 3 occasions he has been judged the Business Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK, in 2010, 2013 and 2015. He is also a columnist for The Australian newspaper.
His more scholarly publications include articles published in Sloan Management Review, Harvard Business Review, the Journal of Advertising, and the Journal of Consumer Research. He was the recipient of the Ferber Award in 2000, one of the most prestigious prizes in Marketing, for his doctoral thesis. In 2001. His co-authored research on pricing was cited by George Akerlof during his Nobel Prize acceptance speech.
He has without doubt some very strong views and is what could only be said somewhat outspoken on the fallacy of digital marketing and the foolishness of marketers that blindly throw marketing budgets at digital, without evaluating or interrogating the numbers. He sees digital and social media in particular as unproven and misrepresented channels.
At the AANA’s first Marketing Deconstructed lectures last year, he was scathing in his own colourful and unique way about marketers’ obsession with digital and reinventing marketing, the “dodgy” metrics that aim to compare a digital view with a TV viewer, the “tsunami of horseshit” that is digital video, three-second video views and CPMs, “dreary” digital marketers, moronic marketers, and zero-based marketing budgets. He examines some of Australia’s biggest brands on social media and blew the whistle on the reality of their numbers and engagement on social. And don’t get him started on millennials.
He drew into question the comparable metric to measure both digital and traditional media channels, and find an ‘apples to apples’ comparison, Ritson said, “it’s like comparing apples to bananas full of shit”.
His views that despite what many marketers and the digital platforms such as Google and Facebook might claim, a digital view is not the same as a TV viewer.
The link below is a must see for all those who have digital content as a major part of their marketing strategies. CTL’s view is that it may not be popular, but there’s no doubt it should be treated with serious consideration.
But what is worrying is that none of the marketers could give a strong rebuttal to Ritson. None could defend against his claims. In fairness, journos don’t get off lightly either. Ritson thinks the trade press is “deluded” and skewing too much coverage towards digital than the level of investment deserves.
(LinkedIn & ADNEWS)