8 Marketing From Code to Product gidgreen.com/course Definition - - PowerPoint PPT Presentation
8 Marketing From Code to Product gidgreen.com/course Definition Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients,
From Code to Product gidgreen.com/course
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Easier for advertiser Harder to avoid
“Outbound Marketing where a marketer pushes his message out far and wide hoping that it resonates with that needle in the haystack.” — HubSpot Blog “Interruption Marketing… is to interrupt what the viewers are doing in order to get them to think about something else.” — Seth Godin, Permission Marketing
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http://www.exhibitionnews.co.uk/featuredetails/102/research-volatile-times
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“Any marketing tactic that relies on earning people’s interest instead of buying it.” — Wikipedia “Instead 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.” — Rick Burnes, Hubspot Blog
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www.ubertool.com/blog blog.ubertool.com ubertool.wordpress.com forums.ubertool.com twitter.com/ubertool www.facebook.com/ubertool
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http://comissioncontent.com/the-myth-of-dollar-shave-clubs-viral-video/
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Paying Customer Inbound Onboarding Retention Adverts
Money arc
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Stranger Visitor Active User Referrer Hearing
Viral arc
“Virality… is asking someone spend their social capital recommending or linking or posting about you for free… The best way to get people to do this enormous favor for you? Make it seem like it isn’t a favor. Make it the kind of thing that is worth spreading and, of course, conducive to spreading.” — Growth Hacker Marketing, Ryan Holiday
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Viral coefficient = [number of people who registered this month as a direct result of the activity of people who registered last month] ÷ [number of people who registered last month]
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I try the product I think it is great I want to share it I have a way to share it People get my “share” They go try the product
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Registrations Month
0.99 1.01 1.05 1.1
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“Any method of product promotion which has a viral coefficient > 1.0
enough for the company to survive
company to reach much of its market.” — Me
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http://myventurepad.com/akarrer/73750/branchout-example-viral-spread-opportunity-startups
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0M 1M 2M 3M 4M 5M 6M 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Banner impressions per day
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– But no motivation for early sharing
– Start within niche – Fake early users – Spread from there
– del.icio.us
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– Especially if featured!
– Fewer steps – More trust
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– Winner takes all
– Reviews and ratings – Deployment delays
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