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Secret Ingredients of Better Marketing

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A lot of what passes for marketing fails to capture its audience's attention or interest. Yet some campaigns & some companies have extraordinary success. What are the secret elements that make some resonate while others falter?

A lot of what passes for marketing fails to capture its audience's attention or interest. Yet some campaigns & some companies have extraordinary success. What are the secret elements that make some resonate while others falter?

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Secret Ingredients of Better Marketing

  1. Rand Fishkin http://bit.ly/secretingredients
  2. SOURCE: 98% of Americans Distrust the Internet (Harris Interactive)
  3. SOURCE: 98% of Americans Distrust the Internet
  4. SOURCE: 98% of Americans Distrust the Internet
  5. SOURCE: 98% of Americans Distrust the Internet
  6. SOURCE: Display Advertising Clickthrough Rates
  7. SOURCE: Display Advertising Clickthrough Rates
  8. SOURCE: Box Office Mojo (#8 on the worst wide release openings of all time)
  9. SOURCE: Dejan SEO
  10. SOURCES: Domain Biasing of Search Results and Rel Author Boosts CTR
  11. SOURCE: How Loading Time Affects Your Bottom Line
  12. SOURCE: Google Analytics
  13. SOURCE: The Big Problem of Ad Fatigue
  14. SOURCE: Google Analytics
  15. SOURCE: Fournaise Marketing Group Survey
  16. SOURCE: Forrester Research Digital Media Buying Forecast
  17. SOURCE: Fiverr SEO & Link Building Services
  18. - George Orwell
  19. http://www.fullcontact.com/developer/howitworks/
  20. http://www.fullcontact.com/privacy/
  21. https://twitter.com/HuffPoSpoilers
  22. SOURCE: Folyo Design Costs Survey Data
  23. - Louis C.K.
  24. SOURCE: Maptia
  25. SOURCE: Maptia
  26. SOURCE: Shutterstock’s Mod Men
  27. SOURCE: Shutterstock’s Mod Men
  28. SOURCE: Speckyboy.com
  29. - Lao Tzu
  30. http://www.minted.com/greet
  31. SOURCE: Macklemore’s Facebook Page
  32. SOURCE: Patagonia’s Footprint Chronicles
  33. SOURCE: An email Elizabeth sent me on the first day of Mozcon
  34. Easy Pass Paris’ Twitter Account
  35. SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
  36. SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
  37. SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
  38. SOURCE: Nathaniel Burney’s Illustrated Guides to Law
  39. - Roger Ebert
  40. SOURCE: http://slid.es/
  41. SOURCE: HelloSign
  42. For more on using Autocomplete, check out SEER Interactive’s Autocomplete Keyword Research Tips
  43. SOURCE: Reddit.com
  44. SOURCE: Reddit.com
  45. SOURCE: Mailchimp’s Email Benchmarks
  46. SOURCE: Swissotel’s Ultimate Guide to Worldwide Etiquette
  47. SOURCE: Kyle Rush
  48. SOURCE: Kyle Rush
  49. - Ella Wheeler Wilcox
  50. SOURCE: When Publishers Invest in Long-Form Content
  51. SOURCE: Australia Tourism’s Best Job in the World Campaign
  52. SOURCE: Australia Tourism’s Best Job in the World Campaign
  53. SOURCE: Australia Tourism’s Best Job in the World Campaign
  54. Rand Fishkin http://bit.ly/secretingredients

Notas del editor

  • I thought this slide would serve as a good break. I’ll just stay quiet and let the audience read it.
  • I thought this email pitch would be a good match for myopic web marketing (it’s all about them, nothing about any value to our audience or our blog)
  • Can we include the other stats below by changing the text and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%
  • Can we include the other stats below by changing the text and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%
  • Can we include the other stats below by changing the text and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%
  • Can we include the other stats below by changing the text and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%
  • Consumers distrust web marketing: http://mashable.com/2012/07/19/americans-distrust-the-internet/CEOs say they've lost faith in marketers: http://www.marketingweek.co.uk/news/70-of-ceos-have-lost-trust-in-marketers/4004785.articleAnd yet they continue to put budget toward low ROI channels: http://www.offremedia.com/media/deliacms/media/1192/119210-f51da9.pdf (see graph page 2 showing spend on display) Ad visibility and clickthrough is atrocious: http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/ (see also http://www.digiday.com/publishers/15-alarming-stats-about-banner-ads/)Web users are obsessed with finding what they want insanely fast: http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.htmlMobile users doubly so: http://www.emarketer.com/Article/How-Do-Internet-Users-Divvy-Up-Their-Desktop-Mobile-Web-Time/1009841 and http://raadafyouni.tumblr.com/post/18718462434/the-big-problem-of-ad-fatigue-infographic
  • Consumers distrust web marketing: http://mashable.com/2012/07/19/americans-distrust-the-internet/CEOs say they've lost faith in marketers: http://www.marketingweek.co.uk/news/70-of-ceos-have-lost-trust-in-marketers/4004785.articleAnd yet they continue to put budget toward low ROI channels: http://www.offremedia.com/media/deliacms/media/1192/119210-f51da9.pdf (see graph page 2 showing spend on display) Ad visibility and clickthrough is atrocious: http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/ (see also http://www.digiday.com/publishers/15-alarming-stats-about-banner-ads/)Web users are obsessed with finding what they want insanely fast: http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.htmlMobile users doubly so: http://www.emarketer.com/Article/How-Do-Internet-Users-Divvy-Up-Their-Desktop-Mobile-Web-Time/1009841 and http://raadafyouni.tumblr.com/post/18718462434/the-big-problem-of-ad-fatigue-infographic
  • I want to compare the average clickthrough rates vs. the considered clicks people make today (like the Yelp/Urbanspoon example from the Nudge deck).
  • Can we recreate the “nudge” deck style effects here?
  • The image looks a bit fuzzy. Any chance we can sharpen?
  • CEOs say they've lost faith in marketers: http://www.marketingweek.co.uk/news/70-of-ceos-have-lost-trust-in-marketers/4004785.article
  • And yet they continue to put budget toward low ROI channels: http://www.offremedia.com/media/deliacms/media/1192/119210-f51da9.pdf (see graph page 2 showing spend on display) 
  • Don’t want to use the Free Beer/Topless Advertising.
  • Pullout of $2.67mm dollar figure is too blurry/grainy. Can we fix that?
  • Pullout of $2.67mm dollar figure is too blurry/grainy. Can we fix that?
  • Can we include some pullouts of great tweets from the account? E.g. https://twitter.com/HuffPoSpoilers/status/338100020492521473 and https://twitter.com/HuffPoSpoilers/status/335542274274512896
  • Feel free to modify the slide to make it work. I’m obviously a design layout amateur!
  • Before we show the tactics, can we pull the map and some examples from http://blog.maptia.com/manifesto#manifesto-posts showing that others have adopted this
  • Before we show the tactics, can we pull the map and some examples from http://blog.maptia.com/manifesto#manifesto-posts showing that others have adopted this
  • Let’s use only three of the example pictures from the post, then show the page metrics from OSE (the blue bar above), then remove the blue bar and show the tactics callouts.
  • Let’s use only three of the example pictures from the post, then show the page metrics from OSE (the blue bar above), then remove the blue bar and show the tactics callouts.
  • Need to add the source here: http://speckyboy.com/2009/03/16/39-creative-lego-advertisements-creativty-without-bricks/
  • Can we use the Lao Tzu quote on the spiderman window cleaner slide? No need to transition.
  • Don’t want to use the Free Beer/Topless Advertising.
  • Feel free to make this look nicer 
  • Feel free to take better screenshots from the site
  • Feel free to make this look nicer 
  • Can we fade out the pizza shots at the end and show the original Reddit thread? Also need to link to that as the source (http://www.reddit.com/r/food/comments/175k4p/the_easiest_and_best_pizza_recipe_i_know_noknead/)
  • Can we fade out the pizza shots at the end and show the original Reddit thread? Also need to link to that as the source (http://www.reddit.com/r/food/comments/175k4p/the_easiest_and_best_pizza_recipe_i_know_noknead/)
  • This is the only slide missing. I just need to find one more great example…
  • Let’s use a scrrenshot of the winner, Ben, (http://blog.queensland.com/best-job-ben/) when we go to the second tactic.
  • Let’s use a scrrenshot of the winner, Ben, (http://blog.queensland.com/best-job-ben/) when we go to the second tactic.
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