Recording now available! https://soundcloud.com/officialsxsw/go-home-marketing-you-are "In order to succeed into today's competitive digital landscape, companies must leverage mobile enterprise technologies while engaging in social media cross-channel in agile content marketing blah blah blah." Sorry, marketers. We can’t hear you, because we have collectively, actively stopped listening. Your ads, your overloaded websites, your sponsored content, your "infotainment series"—these are not the things we want or need. What we need, dear people, is for you to pause … and breathe. Stop treating every day like a fire drill. Momentarily ignore the shiny new trends. Instead, take a look at the things that are (still) fundamentally broken. Your message is splintered. Your teams are siloed. Your technology is backwards. Your content still sucks. So let's sit down together and talk about a whole new world of marketing, one where pragmatism and principle drive a new kind of innovation: fixing what's actually broken, versus finding new things to break.

1. According to a recent poll of various web-based media producers,
content could be hotter, more social, more shareable. “While there is
certainly buzzworthy content out there, some of which is even snackable,
Go home marketing,
you are drunk.
I do think content in general could be more relevant, more bite-size, and
make a stronger brand impression with trending keywords and a more
responsive design,” poll respondent Mark Zeligman told reporters, noting
that the last piece of content he came across was an infographic that
was neither flexible, timely, viral, nor engineered to maximize reader
engagement. “After all, can we honestly say the content that’s out there
right now is as buzzworthy and highly shareable as it could be? Does it
inform, engage, and convert? Is it digestible? Does it both increase
Kristina @Halvorson
impressions and amplify the brand? I think you’ll find the answer is no.” At
#drunkmktg
press time, poll respondents reported that when it comes to content, you
gotta start thinking more bullet points, more lists, more visuals, more shortform, more microcontent. – Feb 3 2014 The Onion

2. Sunday, February 3, 2013
New Orleans, Louisiana

12. 15,885 retweets
6,483 favorites
20,000 likes

14. “
For all the planning and millions of
dollars that go into the creation of
Super Bowl commercials, arguably
the best ad of the game last night
was a tweet.
– Ad Age

15. “
With one incredibly quick and
clever missive during last year’s
infamous “Blackout Bowl” game,
Oreo may have officially launched
Twitter as the new hotspot for
Super Bowl advertisers to make
their biggest impact.
– Yahoo! TV

16. “
How Oreo Culture-Jacked the Superbowl
!
– Wall Street Journal

17. “ Touchdown, Oreo.
– Wired

20. “
The team’s first instinct upon the blackout
was to figure out how Oreo can be relevant
in the moment. Having a full team of
creative, social media experts and the brand
made last night’s real-time culture-jacking
quick and seamless.
– 13 People, Apparently

22. 108 million watched
5.1 million tweeted

23. 15,885 retweets
6,483 favorites
20,000 likes

24. 44,500
people “engaged”
!

25. 0.008%
of active tweeters

26. “
Oreo’s exquisitely timed and
provocative tweet during the
Super Bowl set the benchmark for
breakthrough marketing on one of
the world’s most visible stages.
!
– Fast Company

29. How marketing
culture-jacked
my career.

39. Content Strategy

40. “
Content strategy guides
planning for the creation,
delivery, and governance
of useful, usable content.
!

42. the quad

49. Content Marketing

56. Biggest Content Marketing Challenges

58. “
Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly-defined
and understood audience with the
objective of driving profitable customer
action.
!

68. Because you’ve recently created a
Try them with the new Habanero
top Moment on Klout, McDonald’s
Ranch sauce and tune-in to the
wants to recognize you by
Sochi 2014 Winter Olympics to see
providing you with a $5 Arch Card
top moments from the worlds best
to put towards your next order of
athletes.
Chicken McNuggets.

69. We have achieved
PEAK DERP

70. WTF

71. “
The aim of marketing is to know
and understand the customer so
well the product or service fits him
and sells itself.
– Peter Drucker

73. “
The tools have taken the
place of strategy.
!
– Michael Porter
“What Is Strategy?” HBR 1996

74. Strategery

75. STRATEGY
TACTIC
GOAL

77. We will become the industry leader in the
financial services arena by providing
consumers with compelling, valuable
content across all channels that deepens
the brand relationship and drives business
across all our product lines.
!

78. We will become the industry leader in the
[INSERT INDUSTRY] arena by providing
consumers with compelling, valuable
content across all channels that deepens
the brand relationship and drives business
across all our product lines.
!

79. We will grow our online customer base to
300,000 active accounts by focusing our
digital efforts on localized service and
fixing the cross-channel user experience.
!

82. INNOVATE
OR DIE

83. ALWAYS BE
SHIPPING

84. CRUSH IT!

85. Be pragmatic!

86. slow
the hell
down

87. Fix your sh*t.
– Facebook CS team

88. Focus.

89. “
We live in a moment of history
where change is so speeded up
that we begin to see the
present only when it is already
disappearing.
!
– R.D. Laing

90. A new foundation.

91. Inquisitiveness
Debate
Inquisitiveness
Judiciousness
Debate
Inquisitiveness
Accountability
!
Tenacity

92. Go home.

93. According to a recent poll of various web-based media producers,
content could be hotter, more social, more shareable. “While there is
certainly buzzworthy content out there, some of which is even snackable,
I do think content in general could be more relevant, more bite-size, and
Thank you.
make a stronger brand impression with trending keywords and a more
responsive design,” poll respondent Mark Zeligman told reporters, noting
that the last piece of content he came across was an infographic that
was neither flexible, timely, viral, nor engineered to maximize reader
engagement. “After all, can we honestly say the content that’s out there
Kristina @Halvorson
right now is as buzzworthy and highly shareable as it could be? Does it
http://braintraffic.com
inform, engage, and convert? Is it digestible? Does it both increase
http://confabevents.com
impressions and amplify the brand? I think you’ll find the answer is no.” At
http://contentstrategy.com that when it comes to content, you
press time, poll respondents reported
gotta start thinking more bullet points, more lists, more visuals, more shortform, more microcontent. – Feb 3 2014 The Onion