3 lessons science can teach you about internet marketing
Post on 12-Dec-2014
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3 lessonsscience can teach you
about internet marketing
Jan Sifra
170170
1. Why we simplify
things
simple rulesevolve to
complex patterns
1937Ronald Coase
transaction cost
transaction costs
„A cost incurred in making an economic exchange.“
Transaction costs of banana
• to find out which banana products you prefer
• where to get them • and at what cost
And banana costs are also...
• the cost of traveling from your house to the store and back
• the time waiting in line• the effort of the paying itself• you name it...
€
€
banana 2.0(and one cliché slide)
€
€
Strategies for lowering transaction costs
• Simplyfiing structures• Shortening the way to your fruits
...or wait for next-gen platforms
marketers cannot really wait, so:
DYI
Checklists and workflows
1. Write down content possibilities
2. Start from what you have
3. Ask specific questions
Write down forms and build the checklist
• Journalists, banners, contextual advertising, search, presentations, video, newsletter, blog article, press release, ebook, social media, charts and pictures
Start with what you already have
• Usually your website• Memo from the meeting• Or simple emails!
Ask specific questions 1
E.g.: journalist
What kind of journalist could benefit
of the material you wrote?
How do you pitch him?
Ask specific questions 2
E.g.: PPC ads / landing page
What is the selling point that you will
add to this information?
How do you transform it into PPC campaign?
Ask specific questions 3
E.g.: picture/scheme
How would you sketch this information?
Draw simple picture of this material.
What would it be?
2. How we learn
Message
Translation
Fit ball
RelationshipsSex
Contextual advertising
Science and net
Contextual advertising
How to enter new market
Marketing as translation
„Customers buy for their reasons, not yours.“
- Orvel Ray Wilson
3. Why we fail
What did just happen?
So, what can we do about it?
Install colour detector, stupid.
„Why“ is important:
“Ask WHY five times about every matter.”
- Taiichi Ohno
CONCLUSION
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THANK YOUjan.sifra@etarget.eu
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