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Avoiding the Marketing House of Cards

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AVOIDING THE MARKETING HOUSE OF CARDS SXSW INTERACTIVE 2016 PANELPICKER PROPOSAL BY MICHELLE TRIPP


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VOTE FOR THIS SESSION AT PANELPICKER.SXSW.COM AVOIDING the MARKETING HOUSE OF CARDS SHARE YOUR VOTE IN SOCIAL MEDIA: #sxsw #marketinghouseofcards @michelletripp


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FACEBOOK LIMITED ORGANIC REACH TWITTER PROMOTED TWEETS GOOGLE PREFERRED BRANDS MOBILE DEEP LINKING


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The best thing I like about humans is that they stack so neatly.


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ARE YOU BUILDING ON A MARKETING HOUSE OF CARDS?


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WHAT CAN STARTUPS & MARKETERS DO?


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3 AGGRESSIVE STRATEGIES (Frank Underwood would be proud of)


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1... CRAFT a CUSTOMER JOURNEY That Includes an Insanely Attractive Data Capture Point You Control


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2... CREATE a CAMPAIGN AROUND a BIG MARKETING IDEA That Appeals to Vanity


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3... DEVISE an ADDICTIVE PURPOSE for YOUR PRODUCT That Insinuates Your Brand Into Daily Life


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THE TACTICAL GAME


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80% OF SALES ARE MADE ON THE 5TH TO 12TH CONTACT THINK IN ECOSYSTEMS -- NOT SILOS


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BRAND SELF-OWNED CONTENT REPOSITORY REGULAR SHAREABLE CONTENT CONSISTENT SOCIAL PRESENCE COHESIVE BRANDING MINT


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ADVERTISING PERFORMANCE GOALS SUCCESS MEASURES NO MORE DIGITAL ISLANDS IN-THE-MOMENT MESSAGE ADS SUPPORTING CONTENT NOT CONVERSIONS NIKE


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PROMOTIONS GENEROUS SOCIAL PROMOTIONS CUSTOMER-CENTRIC PURPOSE IN ENGAGING HIGH-VALUE GIVEAWAYS DROPBOX


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EMAIL PERFORMANCE GOALS SUCCESS MEASURES CONVERSATION MAP IN-THE-MOMENT MESSAGES SEAMLESS LANDING PAGE HIGH-PERFORMING LIST COOK SMARTS


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EXPERIENTIAL ENGAGEMENT BRAND FABRIC IN-THE-MOMENT EXPERIENCE HUMAN BEHAVIOR MOTIVATIONS FUN AND IMMERSIVE VOLKSKWAGEN FUN THEORY


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PARTNERSHIPS MOBILE DEEP LINKING IN-THE-MOMENT ACTION PARTNERS WITH STRONG USER BASE PARTNERS WITH THEIR OWN ECOSYSTEMS UNITED & UBER


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DON’T be EVIL Be FORMIDABLE


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AVOIDING the MARKETING HOUSE OF CARDS VOTE FOR THIS SESSION AT PANELPICKER.SXSW.COM


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CONTACT MICHELLE TRIPP tripp@nextonomy.net @michelletripp


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