The document discusses strategy for interactive marketing. It emphasizes that strategy is an approach for testing tactics against desired outcomes to achieve goals. It outlines four elements of strategy: 1) setting a measurable goal, 2) identifying constraints, opportunities and metrics from parameters, 3) developing and testing tactics, and 4) implementing a feedback loop to refine tactics. Specific tactics discussed include optimizing site speed, increasing conversion rate and organic search share of voice.
1. HAND-WAVY
ONE TRICK
PONIES GET SHOT
(3.0) CONNECTING TACTICS TO
GOALS WITH STRATEGY
CONTENT IDEATION
STUFF
The leading interactive internet marketing agency
Ian Lurie
@portentint
www.portent.com
14. SAFFRINATE FOOGLEBAR CONTENT META TAGS SITE SPEED
CRAWLS KEYWORD OPTIMIZATION DESIGN SEARCH MARKETING
LOCAL SEARCH CONTENT MARKETING LINK BUILDING INBOUND
MARKETING SEO VIDEO SEO SOCIAL MEDIA PAID SOCIAL MEDIA
BLOG POSTING GUEST POSTING BANNER ADS FRENDIDGES
BENIFICENCE FIDDLE-DEE-DEE-DEE E-COMMERCE DEVELOPMENT
MOBILE RICH MEDIA CRUNKINATAGE OMNICHANNEL IMAGE
SEARCH VIDEO PRODUCT LISTING ADS PAY PER CLICK
PROGRAMMATIC BUYING TFIDF LDA PENGUIN PANDA CLOAKING
ANALYTICS MEDIA BUYING DEVELOPMENT E-COMMERCE
DEVELOPMENT MOBILE RICH MEDIA SCHEMA.ORG
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78. Lurie Space Tourism 99% survival rate!!!
WEEEEEEEEEE
Great space tourism by the
leading space tourism company
on Earth, Lurie Space Tourism.
Our space tours are the best kind
of tourism you’ll find.
We promote and provide tours of
Mars and the moon. Our Mars trip
is the best one-way option for
Mars travelers. Our moon option
is a fantastic round-trip moon
experience for moon travelers.
1.800.SPA.CERS
Free space sickness
kits!
Fastest transit to
Mars! Start your new
life today!
Space travel is cool!
Another happy customer
OPPORTUNITY: LOOK AT THAT SITE!
125. WE WERE LOOKING AT THE NUMBERS, AND WE NOTICED
THAT YOUR RESERVATIONS PAGE GETS 10X AVERAGE
PAGEVIEWS. BUT CONVERSION RATE IS AWFUL. I THINK
VISITORS WANT TO RESEARCH AVAILABILITY. I SUGGEST A
TOOL TO DO IT OUTSIDE THE RESERVATIONS PROCESS.
“
”
126. OH, YEAH. WE THINK IT SHOULD PREDICT AVAILABILITY IF
YOU WAIT UNTIL N DAYS BEFORE YOUR TRIP TO MAKE A
RESERVATION.
“
”
133. HAND-WAVY
THANK YOU
Ian Lurie
@portentint
www.portent.com
portent.co/onetrickpony
CONTENT IDEATION
STUFF
The leading interactive internet marketing agency