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Cut the Crap: Why Marketing Hasn't Changed And You Should Stop Chasing Shiny Things
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Cut the Crap: Why Marketing Hasn't Changed And You Should Stop Chasing Shiny Things

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  • Full Name Full Name Comment goes here.
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  • “The emperor has no clothes” Oh my, finally someone that calls it as it is ----brilliantly done. I empathise as I have to fight this idiocy on a daily basis….And frequently fail to communicate as effectively as you have, that the fundamentals of marketing are constant only the tools have changed! Each new wave of tools unfortunately brings with it a share of marketing charlatans and a gullible audience of CEO’s, Managing Directors and Marketing Novices eager to lap up the latest gimmick. Thank You
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  • Thanks!

    I'll work on an infographic - was going to carve it into wooden planks, but...
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  • Bam! Crazy awesome preso, Ian! It's like a brilliant collection of all the things good inbound marketers think every day day, but rarely get a chance to say. I'm happy to help spread Lurie's Laws. Got an infographic for that? =)
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Cut the Crap: Why Marketing Hasn't Changed And You Should Stop Chasing Shiny Things Presentation Transcript

  • 1. Why marketing hasn’t changed, andyou should avoid shiny things.Ian Lurie@portentintian@portent.comRelated links at PORTENT.CO/sigannt
  • 2. HOW THIS WILL GO
  • 3. WHERE CRAP COMES FROMTHE LAWS OF MARKETINGAPPLYING THEM
  • 4. HOW THIS WILL GOTimeRantinessRantiness Over Time
  • 5. HOW THIS WILL GOTimeBroadterminessHand-waviness Over Time
  • 6. GREAT IDEA THAT WORKS
  • 7. EVERYONE GETS PUMPED
  • 8. TOTAL FAILURE
  • 9. WRITE _____ IS DEAD BLOG POST
  • 10. DID THE INTERNETREVOLUTIONIZE MARKETING?
  • 11. NOPE. STILL GIMMICKS.(EASILY SHOCKED? SKIP THE NEXT SLIDE)(REALLY)
  • 12. CRAP
  • 13. CRAP
  • 14. CRAP
  • 15. CRAP
  • 16. CRAP
  • 17. ‘BIG DATA’
  • 18. ‘CONTENT MARKETING’
  • 19. ‘Charlie Sheen’
  • 20. ABANDON ALL HOPE
  • 21. WHAT. THE. HELL.
  • 22. WHY?!!!!
  • 23. GREAT IDEAS THOUGHTLESSLYAPPLIED BECOME GIMMICKSLURIE’S MARKETING LAW #.5
  • 24. GREAT IDEAS THOUGHTLESSLYAPPLIED BECOME GIMMICKSCRAPLURIE’S MARKETING LAW #.5
  • 25. One of the disadvantages of doingeverything mathematically, byresearch, is that after a while,everybody does it the same way…William Bernbach, 1963
  • 26. Has a marketing great ideaNow its a gimmickCompany ACompany CCompany ETHE GRAPH OF SHAME
  • 27. CRAP MARKETING FINDS ANIDEA THAT WORKS, THENBEATS IT TO DEATH WITH BIGNASTY GNARLY CLUBS.CRAP MARKETINGFINDS AN IDEATHAT WORKS, THENBEATS IT TO DEATHWITH BIG NASTYGNARLY CLUBS.LURIE’S MARKETING LAW #.75
  • 28. CRAP
  • 29. CRAP
  • 30. CRAP
  • 31. CRAP
  • 32. CRAP
  • 33. CRAP MARKETINGTRIES TO SHOCK YOUINTO REACTING
  • 34. CRAP MARKETING CREATESCARS MADE OF PEOPLE.STILL REALLY DISTURBING
  • 35. AND GLITTERY VAMPIRESTOO DISTURBING TO SHOW
  • 36. GREAT MARKETINGCREATES SIGNIFICANCELURIE’S MARKETING LAW #1
  • 37. SIGNIFICANCETHE QUALITY OF BEING WORTHY OFATTENTION TO PEOPLE WHO MAYNEVER BUY, BUT WILL ALWAYSSPREAD THE WORD.
  • 38. WEIRDUSEFULSIGNIFICANT+LURIE’S MARKETING LAW #2
  • 39. WEIRD EXISTS AT THEINTERSECTION OF IDEAS
  • 40. LIKE MUSICCAN’T DANCEGANGNAM STYLE
  • 41. NEEDAPPLIANCESLIKE TO SEESTUFF GETSMASHEDWILL IT BLEND
  • 42. LIKES MOVIES WITHEXPLOSIONSEVERY SUMMERBLOCKBUSTERFAIL: NO DISTINCTION
  • 43. LIKES MOVIES WITHEXPLOSIONSTHE MATRIXSUCCESS: INTERSECTION…AND PHILOSOPHY
  • 44. CHANEL NO 5FAIL: NO DISTINCTIONLIKES BRAD PITT
  • 45. OLD MILWAUKEESUCCESS: INTERSECTIONLIKES WILL FERRELL…AND BEER
  • 46. ‘DUCK CALLS’FAIL: BROAD PPC BUYWANTS ADUCK CALL
  • 47. ‘GREEN DUCK CALLS’SUCCESS: INTERSECTIONWANTS ADUCK CALLTHAT ISGREEN
  • 48. USEFUL PROVIDESLASTING VALUE
  • 49. “WE CHOOSE TO GOTO THE MOON…”
  • 50. GREAT MARKETINGCREATES SIGNIFICANCE.
  • 51. NO CRAP
  • 52. THE WEIRDDOES IT EXIST AT THEINTERSECTION OF IDEAS?
  • 53. TALK ABOUT HOW YOUR FUELREDUCES EMISSIONSFAILPEOPLE WHO’VE HEARDTHIS BEFORE
  • 54. TALK ABOUT HOW YOURFUEL REDUCES EMISSIONSINTERSECTIONPEOPLE WHOCARE A LOT
  • 55. USEFULDOES THE CONTENT ITSELFPROVIDE LASTING VALUE?
  • 56. WRITE 150 ARTICLESFOR $5 EACHFAIL
  • 57. WRITE ONE FANTASTIC GUIDEUSEFUL
  • 58. LINK BUYING
  • 59. NO CRAP
  • 60. DISASTER SURFING
  • 61. NO CRAP
  • 62. YOUR MARKETING CONNECTSGENUINE VALUE TO THE PEOPLETHAT WANT AND NEED IT.
  • 63. @PORTENTINTIAN@PORTENT.COMPORTENT.CO/siganntTHROW MONEY