Secret Ingredients of Better Marketing
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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 ...

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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  • 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and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%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and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%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and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%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and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%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.

Secret Ingredients of Better Marketing Secret Ingredients of Better Marketing Presentation Transcript

  • Rand Fishkin http://bit.ly/secretingredients
  • SOURCE: 98% of Americans Distrust the Internet (Harris Interactive)
  • SOURCE: 98% of Americans Distrust the Internet
  • SOURCE: 98% of Americans Distrust the Internet
  • SOURCE: 98% of Americans Distrust the Internet
  • SOURCE: Display Advertising Clickthrough Rates
  • SOURCE: Display Advertising Clickthrough Rates
  • SOURCE: Box Office Mojo (#8 on the worst wide release openings of all time)
  • SOURCE: Dejan SEO
  • SOURCES: Domain Biasing of Search Results and Rel Author Boosts CTR
  • SOURCE: How Loading Time Affects Your Bottom Line
  • SOURCE: Google Analytics
  • SOURCE: The Big Problem of Ad Fatigue
  • SOURCE: Google Analytics
  • SOURCE: Fournaise Marketing Group Survey
  • SOURCE: Forrester Research Digital Media Buying Forecast
  • SOURCE: Fiverr SEO & Link Building Services
  • - George Orwell
  • http://www.fullcontact.com/developer/howitworks/
  • http://www.fullcontact.com/privacy/
  • https://twitter.com/HuffPoSpoilers
  • SOURCE: Folyo Design Costs Survey Data
  • - Louis C.K.
  • SOURCE: Maptia
  • SOURCE: Maptia
  • SOURCE: Shutterstock’s Mod Men
  • SOURCE: Shutterstock’s Mod Men
  • SOURCE: Speckyboy.com
  • - Lao Tzu
  • http://www.minted.com/greet
  • SOURCE: Macklemore’s Facebook Page
  • SOURCE: Patagonia’s Footprint Chronicles
  • SOURCE: An email Elizabeth sent me on the first day of Mozcon
  • Easy Pass Paris’ Twitter Account
  • SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
  • SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
  • SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
  • SOURCE: Nathaniel Burney’s Illustrated Guides to Law
  • - Roger Ebert
  • SOURCE: http://slid.es/
  • SOURCE: HelloSign
  • For more on using Autocomplete, check out SEER Interactive’s Autocomplete Keyword Research Tips
  • SOURCE: Reddit.com
  • SOURCE: Reddit.com
  • SOURCE: Mailchimp’s Email Benchmarks
  • SOURCE: Swissotel’s Ultimate Guide to Worldwide Etiquette
  • SOURCE: Kyle Rush
  • SOURCE: Kyle Rush
  • - Ella Wheeler Wilcox
  • SOURCE: When Publishers Invest in Long-Form Content
  • SOURCE: Australia Tourism’s Best Job in the World Campaign
  • SOURCE: Australia Tourism’s Best Job in the World Campaign
  • SOURCE: Australia Tourism’s Best Job in the World Campaign
  • Rand Fishkin http://bit.ly/secretingredients