It's time for marketers to retire some old favorite tactics that are now doing more harm than good. Learn what's out, what's in, and what to do next.

1. Marketing Throwback
Thursday
8 Tactics You Should Leave in the Past
#marketingTBT

2. Your Presenters
Alicia Hale
vice president of digital
marketing
eMagine
@aliciahalevp
Karo Kilfeather
content marketing lead
Crescendo Content
Marketing
@aspiringkaro
#marketingTBT

3. Agenda
1. What’s changed in marketing?
2. 8 outdated marketing tactics & what to use
instead
3. Marketing no-no speed round
4. Q & A
#marketingTBT

4. How marketing has changed
● The customer is in charge—you have to
know and cater to your ideal audience
● People expect relevant, personalized
experiences and content
● Interacting with tech is part of people’s
lifestyles, not just their work days
#marketingTBT

5. 1. Over-doing Social Media
#marketingTBT
● Nearly 2B users
● Usage changes quickly
● Time-consuming
● Content-hungry
Try This:
● Use Google Analytics to
find traffic sources
● Test & experiment
● Leverage main functions

6. 2. Monthly Newsletters
● Emails used to be novel
● Now there’s too many
● 41% of opens happen on mobile
● Don’t send just to send
Try this:
● Campaigns that offer something of value
● Mobile-ready email templates
● Strong calls to action
#marketingTBT

7. 3. Using Flash
● Not Google-friendly
● Distracting
● Poor user experience
Try this:
● Remove Flash elements
● If you want movement, turn display ads into
gifs
● Build website in an SEO-friendlier CMS
#marketingTBT

8. 4. Over-optimizing
● Old days: meta-keywords, keyword stuffing
● Updates like Panda and Hummingbird have made
Google a better listener
● Thin content stuffed with keywords is out
#marketingTBT
Try This:
● Know your keywords, but take it
easy
● Create valuable, relevant, helpful
content written for people
● Publish regularly

9. 5. Cold-calling Without Content
● Buyer had no power
● Sales beat them down
● Now plentiful info puts
customer incharge
#marketingTBT
Try this:
● Nurturing campaigns
● Customer-oriented content
● Offer before asking

10. 6. Ignoring Mobile
● We used to build the web for
desktops
● Mobile web usage has
overtaken desktop usage
● Mobile friendliness is now a
ranking factor
Try this:
● Responsive, mobile-first
design
● Snackable content
#marketingTBT

11. 7. Worrying too much about traffic...
● All traffic is not created equal
● Quality traffic = better conversions
Try this:
● Track conversions
● Improve content strategy, quality, optimization
#marketingTBT

12. 8. Bad Backlinks
● Buying backlinks
● Link Farms
● Multi-tiered linking
strategies
● Penguin algorithm
update
Try this:
● Earn links through quality
content, online
networking
#marketingTBT

13. Speed Round! What’s out?
Hashtags on LinkedIn. Making keywords the same color as the background of a website
(hidden keywords). Using the meta keywords tag. Fake reviews. Stealing people’s
content. Commenting on Wordpress posts in order to gain a backlink. Scanning PDFs to
put on your website. Worrying about RSS subscribers. Playing music when a website
loads. Splash pages.
#marketingTBT

14. Speed round! What’s in?
● Content marketing
● Thought leadership
● Helping and
delighting your
audience
● Earned links
● Smarter
measurement
● Remarketing
● Social Advertising
#marketingTBT

15. Questions? Comments?
www.crescendocontent.com
@crescendoCM
www.emagine.com
@emagineUSA
#marketingTBT