3 lessons science can teach you about internet marketing

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    12-Dec-2014

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Presentation at Netcamp 2008

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  • 1. 3 lessons science can teach youabout internet marketing

2. Jan Sifra 3. 4. 5. 170 6. 1.Why we simplifythings 7. 8. simple rules evolve to complex patterns 9. 10. 11. 12. 13. 1937 Ronald Coase transaction cost 14. 15. transaction costs Acost incurred in making an economic exchange . 16. 17.

  • Transaction costs of banana
  • to find out which banana products you prefer
  • where to get them
  • and at what cost

18.

  • And banana costs are also...
  • the cost of traveling from your house to the store and back
  • the time waiting in line
  • the effort of the paying itself
  • you name it...

19. 20. 21. banana 2.0 (and one clich slide) 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33.

  • Strategies for lowering
  • transaction costs
  • Simplyfiing structures
  • Shortening the way to your fruits

34. 35. ...or waitfor next-gen platforms 36. marketers cannotreally wait, so: DYI 37. Checklists and workflows 1.Write downcontent possibilities 2. Start fromwhat you have 3. Askspecificquestions 38.

  • Write down forms and
  • build the checklist
  • Journalists, banners, contextual advertising, search, presentations, video, newsletter, blog article, press release, ebook, social media, charts and pictures

39.

  • Start with what you already
  • have
  • Usually yourwebsite
  • Memofrom the meeting
  • Or simpleemails !

40. Ask specific questions 1 E.g.:journalist What kind of journalist could benefitof the material you wrote?How do you pitch him? 41. Ask specific questions2 E.g.:PPC ads / landing page What is the selling point that you willadd to this information?How do you transform it into PPCcampaign? 42. Ask specific questions 3 E.g.:picture/scheme How would you sketch thisinformation?Draw simple picture of this material. What would it be? 43. 2.How we learn 44. 45. 46. 47. 48. 49. Message Translation 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. Fit ball Relationships Sex 60. Contextual advertising Scienceand net 61. Contextual advertising How to enternew market 62. Marketing as translation Customers buy for their reasons, not yours. - Orvel Ray Wilson 63. 3.Why we fail 64. 65. 66. 67. 68. What did justhappen? 69. 70. 71. 72. 73. 74. 75. So, whatcan we do about it? 76. Install colour detector,stupid. 77. 78. 79. Why is important: AskWHY f ivet imesa boute verym atter . - Taiichi Ohno 80. 81. 82. 83. CONCLUSION 84. 85. 86. 87. THANK YOU [email_address]