3 lessons science can teach you about internet marketing

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  • 3 lessons science can teach you about internet marketing

    1. 1. 3 lessons science can teach you about internet marketing
    2. 2. Jan Sifra
    3. 5. 170 
    4. 6. 1. Why we simplify things
    5. 8. simple rules evolve to complex patterns
    6. 13. 1937 Ronald Coase transaction cost
    7. 15. transaction costs „ A cost incurred in making an economic exchange .“
    8. 17. <ul><li>Transaction costs of banana </li></ul><ul><li>to find out which banana products you prefer </li></ul><ul><li>where to get them </li></ul><ul><li>and at what cost </li></ul>
    9. 18. <ul><li>And banana costs are also... </li></ul><ul><li>the cost of traveling from your house to the store and back </li></ul><ul><li>the time waiting in line </li></ul><ul><li>the effort of the paying itself </li></ul><ul><li>you name it... </li></ul>
    10. 19.
    11. 20.
    12. 21. banana 2.0 (and one cliché slide)
    13. 31.
    14. 32.
    15. 33. <ul><li>Strategies for lowering </li></ul><ul><li>transaction costs </li></ul><ul><li>Simplyfiing structures </li></ul><ul><li>Shortening the way to your fruits </li></ul>
    16. 35. ...or wait for next-gen platforms
    17. 36. marketers cannot really wait, so: DYI
    18. 37. Checklists and workflows 1. Write down content possibilities 2. Start from what you have 3. Ask specific questions
    19. 38. <ul><li>Write down forms and </li></ul><ul><li>build the checklist </li></ul><ul><li>Journalists, banners, contextual advertising, search, presentations, video, newsletter, blog article, press release, ebook, social media, charts and pictures </li></ul>
    20. 39. <ul><li>Start with what you already </li></ul><ul><li>have </li></ul><ul><li>Usually your website </li></ul><ul><li>Memo from the meeting </li></ul><ul><li>Or simple emails ! </li></ul>
    21. 40. Ask specific questions 1 E.g.: journalist What kind of journalist could benefit of the material you wrote? How do you pitch him?
    22. 41. Ask specific questions 2 E.g.: PPC ads / landing page What is the selling point that you will add to this information? How do you transform it into PPC campaign?
    23. 42. Ask specific questions 3 E.g.: picture/scheme How would you sketch this information? Draw simple picture of this material. What would it be?
    24. 43. 2. How we learn
    25. 49. Message Translation
    26. 59. Fit ball Relationships Sex
    27. 60. Contextual advertising Science and net
    28. 61. Contextual advertising How to enter new market
    29. 62. Marketing as translation „ Customers buy for their reasons, not yours. “ - Orvel Ray Wilson
    30. 63. 3. Why we fail
    31. 68. What did just happen?
    32. 75. So, what can we do about it?
    33. 76. Install colour detector, stupid.
    34. 79. „ Why“ is important: “ Ask WHY f ive t imes a bout e very m atter . ” - Taiichi Ohno
    35. 83. CONCLUSION
    36. 84.
    37. 87. THANK YOU [email_address]

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