MARKETING IN 2025: How — And How Not — to Use AI and Other New Tech

Is AI hype or something real? Samuel says the answer is a bit of both. In this keynote address, he walks through the entire marketing process from market research at the beginning to communications tactics at the end to show how artificial intelligence and other new tools can or cannot help at each step along the way. Then, he highlights some of his favorite tools and shows how to use them within the overall framework.

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27. Market Research
Demographic / Firmographic Behavioral Psychographic
Samuel Scott -- @samueljscott -- samueljscott.com

28. Market Research
Demographic / Firmographic Behavioral Psychographic
Samuel Scott -- @samueljscott -- samueljscott.com

29. Market Segmentation Map
Variable 1 Variable 2 Variable 3
Variable 4 1 2 3
Variable 5 4 5 6
Variable 6 7 8 9
Variable 7 10 11 12
Variable 8 13 14 15
Variable 9 16 17 18
Samuel Scott -- @samueljscott -- samueljscott.com

30. Segment Profile
Name
Size
Financial value (market share, spend, etc)
Funnel data / brand perceptions
Product needs
How they acquire such producs
Media consumption habits
Additional findings from research
Samuel Scott -- @samueljscott -- samueljscott.com

31. Market Segment Targeting
Variable 1 Variable 2 Variable 3
Variable 4 1 2 3
Variable 5 4 5 6
Variable 6 7 8 9
Variable 7 10 11 12
Variable 8 13 14 15
Variable 9 16 17 18
Samuel Scott -- @samueljscott -- samueljscott.com

34. EVIDENZIA VIDEO

36. Past Positioning Model
Samuel Scott -- @samueljscott -- samueljscott.com

37. New Positioning Model
Samuel Scott -- @samueljscott -- samueljscott.com

38. MINDSPELLER VIDEO

40. Objectives
Samuel Scott -- @samueljscott -- samueljscott.com

41. Objectives
Samuel Scott -- @samueljscott -- samueljscott.com

42. TRACKSUIT VIDEO

44. Samuel Scott -- @samueljscott -- samueljscott.com Source: CIM UK Product Marketing Qualification

45. Samuel Scott -- @samueljscott -- samueljscott.com Source: CIM UK Product Marketing Qualification

46. IGNITION VIDEO

48. A Pricing Meter
Samuel Scott -- @samueljscott -- samueljscott.com

49. A Pricing Meter
Samuel Scott -- @samueljscott -- samueljscott.com

50. DYNAMIC PRICING VIDEO

52. Distribution Options
Indirect (Retail & Wholesale) Online (Indirect & Direct) Direct (DTC)
Samuel Scott -- @samueljscott -- samueljscott.com

53. Distribution Options
Indirect (Retail & Wholesale) Online (Indirect & Direct) Direct (DTC)
Samuel Scott -- @samueljscott -- samueljscott.com

54. Digital Shelf Analytics VIDEO

67. Effectiveness vs. Efficiency
Samuel Scott -- @samueljscott -- samueljscott.com

68. Effectiveness vs. Efficiency
Samuel Scott -- @samueljscott -- samueljscott.com

69. THIS is the Future of Advertising?
Samuel Scott -- @samueljscott -- samueljscott.com

70. THIS is the Future of Advertising?
Samuel Scott -- @samueljscott -- samueljscott.com

71. System1 VIDEO

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