3 lessonsscience can teach you

about internet marketing

Jan Sifra

170170

1. Why we simplify

things

simple rulesevolve to

complex patterns

1937Ronald Coase

transaction cost

transaction costs

„A cost incurred in making an economic exchange.“

Transaction costs of banana

• to find out which banana products you prefer

• where to get them • and at what cost

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...

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banana 2.0(and one cliché slide)

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€

Strategies for lowering transaction costs

• Simplyfiing structures• Shortening the way to your fruits

...or wait for next-gen platforms

marketers cannot really wait, so:

DYI

Checklists and workflows

1. Write down content possibilities

2. Start from what you have

3. Ask specific questions

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

Start with what you already have

• Usually your website• Memo from the meeting• Or simple emails!

Ask specific questions 1

E.g.: journalist

What kind of journalist could benefit

of the material you wrote?

How do you pitch him?

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?

Ask specific questions 3

E.g.: picture/scheme

How would you sketch this information?

Draw simple picture of this material.

What would it be?

2. How we learn

Message

Translation

Fit ball

RelationshipsSex

Contextual advertising

Science and net

Contextual advertising

How to enter new market

Marketing as translation

„Customers buy for their reasons, not yours.“

- Orvel Ray Wilson

3. Why we fail

What did just happen?

So, what can we do about it?

Install colour detector, stupid.

„Why“ is important:

“Ask WHY five times about every matter.”

- Taiichi Ohno

CONCLUSION

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THANK YOUjan.sifra@etarget.eu