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the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%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the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%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the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%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the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%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

    1. Rand Fishkin http://bit.ly/secretingredients
    2. SOURCE: 98% of Americans Distrust the Internet (Harris Interactive)
    3. SOURCE: 98% of Americans Distrust the Internet
    4. SOURCE: 98% of Americans Distrust the Internet
    5. SOURCE: 98% of Americans Distrust the Internet
    6. SOURCE: Display Advertising Clickthrough Rates
    7. SOURCE: Display Advertising Clickthrough Rates
    8. SOURCE: Box Office Mojo (#8 on the worst wide release openings of all time)
    9. SOURCE: Dejan SEO
    10. SOURCES: Domain Biasing of Search Results and Rel Author Boosts CTR
    11. SOURCE: How Loading Time Affects Your Bottom Line
    12. SOURCE: Google Analytics
    13. SOURCE: The Big Problem of Ad Fatigue
    14. SOURCE: Google Analytics
    15. SOURCE: Fournaise Marketing Group Survey
    16. SOURCE: Forrester Research Digital Media Buying Forecast
    17. SOURCE: Fiverr SEO & Link Building Services
    18. - George Orwell
    19. http://www.fullcontact.com/developer/howitworks/
    20. http://www.fullcontact.com/privacy/
    21. https://twitter.com/HuffPoSpoilers
    22. SOURCE: Folyo Design Costs Survey Data
    23. - Louis C.K.
    24. SOURCE: Maptia
    25. SOURCE: Maptia
    26. SOURCE: Shutterstock’s Mod Men
    27. SOURCE: Shutterstock’s Mod Men
    28. SOURCE: Speckyboy.com
    29. - Lao Tzu
    30. http://www.minted.com/greet
    31. SOURCE: Macklemore’s Facebook Page
    32. SOURCE: Patagonia’s Footprint Chronicles
    33. SOURCE: An email Elizabeth sent me on the first day of Mozcon
    34. Easy Pass Paris’ Twitter Account
    35. SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
    36. SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
    37. SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
    38. SOURCE: Nathaniel Burney’s Illustrated Guides to Law
    39. - Roger Ebert
    40. SOURCE: http://slid.es/
    41. SOURCE: HelloSign
    42. For more on using Autocomplete, check out SEER Interactive’s Autocomplete Keyword Research Tips
    43. SOURCE: Reddit.com
    44. SOURCE: Reddit.com
    45. SOURCE: Mailchimp’s Email Benchmarks
    46. SOURCE: Swissotel’s Ultimate Guide to Worldwide Etiquette
    47. SOURCE: Kyle Rush
    48. SOURCE: Kyle Rush
    49. - Ella Wheeler Wilcox
    50. SOURCE: When Publishers Invest in Long-Form Content
    51. SOURCE: Australia Tourism’s Best Job in the World Campaign
    52. SOURCE: Australia Tourism’s Best Job in the World Campaign
    53. SOURCE: Australia Tourism’s Best Job in the World Campaign
    54. Rand Fishkin http://bit.ly/secretingredients

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