Avoiding the Marketing House of Cards 2016

AVOIDING THE MARKETING HOUSE OF CARDS

SXSW INTERACTIVE 2016PANELPICKER PROPOSAL BY MICHELLE TRIPP

AVOIDING the MARKETING HOUSE OF CARDS

SHARE YOUR VOTE IN SOCIAL MEDIA:#sxsw #marketinghouseofcards @michelletripp

VOTE FOR THIS SESSION AT PANELPICKER.SXSW.COM

FACEBOOK LIMITED ORGANIC REACH

TWITTER PROMOTED TWEETS

GOOGLE PREFERRED BRANDS

MOBILEDEEP LINKING

The best thing I like about humans is that they stack so neatly.

ARE YOU BUILDING ON AMARKETING

HOUSE OF CARDS?

WHAT CAN STARTUPS & MARKETERS DO?

3 AGGRESSIVE STRATEGIES(Frank Underwood would be proud of)

1... CRAFT a CUSTOMER JOURNEY That Includes an Insanely Attractive

Data Capture Point You Control

2... CREATE a CAMPAIGN AROUND a BIG MARKETING IDEA

That Appeals to Vanity

3... DEVISE an ADDICTIVE PURPOSE for YOUR PRODUCT

That Insinuates Your Brand Into Daily Life

THE TACTICAL GAME

80% OF SALES ARE MADE ON THE

5TH TO 12TH CONTACTTHINK IN ECOSYSTEMS -- NOT SILOS

BRAND

SELF-OWNED CONTENT REPOSITORYREGULAR SHAREABLE CONTENTCONSISTENT SOCIAL PRESENCECOHESIVE BRANDING

MINT

ADVERTISING

PERFORMANCE GOALS SUCCESS MEASURESNO MORE DIGITAL ISLANDSIN-THE-MOMENT MESSAGEADS SUPPORTING CONTENT NOT CONVERSIONS

NIKE

PROMOTIONS

GENEROUS SOCIAL PROMOTIONSCUSTOMER-CENTRIC PURPOSE IN ENGAGINGHIGH-VALUE GIVEAWAYS

DROPBOX

EMAIL

PERFORMANCE GOALS SUCCESS MEASURESCONVERSATION MAPIN-THE-MOMENT MESSAGESSEAMLESS LANDING PAGEHIGH-PERFORMING LIST

COOK SMARTS

EXPERIENTIAL ENGAGEMENT

BRAND FABRICIN-THE-MOMENT EXPERIENCEHUMAN BEHAVIOR MOTIVATIONSFUN AND IMMERSIVE

VOLKSKWAGEN FUN THEORY

PARTNERSHIPS

MOBILE DEEP LINKING IN-THE-MOMENT ACTIONPARTNERS WITH STRONG USER BASEPARTNERS WITH THEIR OWN ECOSYSTEMS

UNITED & UBER

DON’T be EVIL Be FORMIDABLE

AVOIDING the MARKETING HOUSE OF CARDS

VOTE FOR THIS SESSION AT PANELPICKER.SXSW.COM

MICHELLE [email protected]

@michelletripp

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