I admit it: For 20 years, I’ve been obsessed about marketing. Not search engine optimization (SEO). Not social media. Not content marketing. Not even analytics. M-A-R-K-E-T-I-N-G. I want—need to know how the pieces fit together, and how it all works. I’ve pondered, researched and banged my forehead bloody on this problem for a long time.
You’re now reading the product of my obsession. I've packed it all in: What I think is wrong. How we can fix it. And, the workflow that seems to keep me from going utterly, run-down-the-street-in-my-underwear crazy.
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
One Trick Ponies Get Shot: Doing Digital Marketing Right
1. 1
The leading interactive internet marketing agency
HAND-WAVY
CONTENT IDEATION
STUFF
ONE TRICK
PONIES GET
SHOTSTRATEGY, THE MARKETING
STACK & WHY WE GET FIRED
Ian Lurie
@portentint
www.portent.com
22. 22
Time
PerceivedValue
"You guys rock! I'm referring you to every colleague I have!"
"Can you send me a breakdown "Can we talk?"
of your hours this month?"
You
guys
rock!!!
Can
you
send
me
a
breakdown
of
hours
this
month?
Can
we
talk?
23. 2323
IAN’S LAW OF DIMINISHING RETURNS
ALL TACTICS LOSE VALUE OVER TIME
SO WE ALL BECOME VENDORS
31. 3131
DIGITAL STRATEGY:
A plan of action designed to achieve a major business
goal, by connecting marketing factors to a business goal
using metrics
79. 7979
MICRO-CONVERSIONS
1. Visitors who share content are 3x more likely to buy
2. Visitors who register are 5x more likely to buy
3. Visitors looking at 5+ pages/visit are 3x more likely
85. 8585
MICRO-CONVERSIONS
1. Visitors who share content are 3x more likely to buy
2. Visitors who register are 5x more likely to buy
3. Visitors looking at 5+ pages/visit are 3x more likely
86. 8686
VISITORS LOOK AT 5+ PAGES WHEN
1. Infrastructure: Pages load in under 3s
2. Content: Page mentions safety
3. Earned and Paid: Visitor likes Battlestar Galactica
87. 8787
PEOPLE SHARE CONTENT WHEN
1. Infrastructure: Pages load in under 3s
2. Content: Page mentions safety
3. Content: Page includes a cool destination image
88. 88
INFRASTRUCTURE: 1 big issue x 2
ANALYTICS
CONTENT: 1 action to take x 1, 1 x 2
PAID EARNED OWNED
89. 89
INFRASTRUCTURE: 1 big issue x 2
ANALYTICS
CONTENT: 1 action to take x 1, 1 x 2
PAID EARNED OWNED
Good and bad percolate up
119. 119
The leading interactive internet marketing agency
HAND-WAVY
CONTENT IDEATION
STUFF
OPEN FIRE
Ian Lurie
@portentint
www.portent.com
(METAPHORICALLY SPEAKING)
portent.co/onetrickpony