2. Definition
âMarketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offerings that have
value for customers, clients, partners,
and society at large.â
â American Marketing Association
From Code to Product Lecture 9 â Marketing â Slide 2 gidgreen.com/course
3. Lecture 9
â˘âŻ The marketing problem
â˘âŻ Inbound marketing
â˘âŻ Viral marketing
â˘âŻ Your website
â˘âŻ Copywriting
From Code to Product Lecture 9 â Marketing â Slide 3 gidgreen.com/course
4. Traditional marketing
â˘âŻ Trade shows
â˘âŻ Hosted events
â˘âŻ Email blasts
â˘âŻ Cold calling
â˘âŻ Advertising
â˘âŻ Public relations
From Code to Product Lecture 9 â Marketing â Slide 4 gidgreen.com/course
5. Trade shows
http://www.exhibitionnews.co.uk/featuredetails/102/research-volatile-times
â⯠Cost
â⯠Time
â⯠Not for niches
â⯠Far from purchase
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6. Email blasts
http://www.siteadvisor.com/sites/eharmony.com/msgpage
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13. Lecture 9
â˘âŻ The marketing problem
â˘âŻ Inbound marketing
â˘âŻ Viral marketing
â˘âŻ Your website
â˘âŻ Copywriting
From Code to Product Lecture 9 â Marketing â Slide 13 gidgreen.com/course
14. Inbound marketing
âAny marketing tactic that relies on
earning peopleâs interest instead of buying
it.â â Wikipedia
âInstead of driving their message into a
crowd over and over again like a
sledgehammer, they attract highly qualified
customers to their business like a magnet.â
â Rick Burnes, Hubspot Blog
From Code to Product Lecture 9 â Marketing â Slide 14 gidgreen.com/course
22. Twitter tweets
â˘âŻ Status updates
â˘âŻ Links to blog
â˘âŻ Support (public)
â˘âŻ But think about itâŚ
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23. Widgets
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24. Banners
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29. Videos
From Code to Product Lecture 9 â Marketing â Slide 29 gidgreen.com/course
30. And crazy stuffâŚ
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31. Lecture 9
â˘âŻ The marketing problem
â˘âŻ Inbound marketing
â˘âŻ Viral marketing
â˘âŻ Your website
â˘âŻ Copywriting
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32. Viral marketing
âA method of product promotion that
relies on getting customers to market
an idea, product, or service on their
own by telling their friends about it,
usually by e-mail.â
â Oxford English Dictionary
From Code to Product Lecture 9 â Marketing â Slide 32 gidgreen.com/course
33. Measuring virality
Viral coefficient =
[number of people who registered
this month as a direct result of
the activity of people who
registered last month]
á
[number of people who registered
last month]
From Code to Product Lecture 9 â Marketing â Slide 33 gidgreen.com/course
34. Small changes, big effects
0.99
1.01
Registrations
1.05
1.1
Month
From Code to Product Lecture 9 â Marketing â Slide 34 gidgreen.com/course
35. Redefining viral marketing
âAny method of product promotion which
has a viral coefficient > 1.0
â˘âŻ For a user action of genuine value
â˘âŻ Measured for a time period which is short
enough for the company to survive
â˘âŻ Sustainable for long enough for the
company to reach much of its market.â
â Me
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38. Self promotion by email
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39. Self promotion by web
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40. Self promotion by web
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41. Self promotion by printout
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42. Self promotion by transaction
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43. User sharing
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44. And of course videosâŚ
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45. How it looks
From Code to Product Lecture 9 â Marketing â Slide 45 gidgreen.com/course
46. The opposite of viral
â˘âŻ Requires many users to work
â⯠But no motivation for early sharing
â˘âŻ Think smaller
â⯠Start within niche
â⯠Fake early users
â⯠Spread from there
â˘âŻ Or: value for first user
â⯠del.icio.us
From Code to Product Lecture 9 â Marketing â Slide 46 gidgreen.com/course
47. Lecture 9
â˘âŻ The marketing problem
â˘âŻ Inbound marketing
â˘âŻ Viral marketing
â˘âŻ Your website
â˘âŻ Copywriting
From Code to Product Lecture 9 â Marketing â Slide 47 gidgreen.com/course
48. Your home page mustâŚ
â˘âŻ Appear quickly
â˘âŻ Explain what you do You have 5
â⯠Make it big! seconds!
â˘âŻ Provide a call to action
â⯠Make it prominent!
â˘âŻ Highlight key benefit(s)
â˘âŻ Provide navigation
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49. Good home pages
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50. Good home pages
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51. Good home pages
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