I admit it: For 20 years, Ive 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 wantneed to know how the pieces fit together, and how it all works. Ive pondered, researched and banged my forehead bloody on this problem for a long time. Youre 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.
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
2 Chairman & Principal Consultant
3 portent.co/onetrickpony Yes, like this, no m.
44 I GOT FIRED
55 MY PROJECT WAS BROUGHT TO AN ABRUPT END sounds better, includes in-house
66 THE 3 STAGES OF GRIEF
77 J hey, no worries, we did great work together, i understand. you can hire us again when you leave that dump hehehehehe. MATURE ACCEPTANCE
88 J we did great work together. they can hire us again when they leave that dump hehehehehe. RATIONALIZATION
99 L what the hell?!!! FRUSTRATION
1010 I DID A SURVEY
1111 5% OF MARKETERS SAID THEIR PROJECTS CAME TO AN ABRUPT END BECAUSE OF POOR WORK
1212 75% OF CLIENTS/BOSSES SAID POOR WORK BROUGHT PROJECTS TO AN ABRUPT END
1313 Client or boss Youre fired! I got fired! Marketer
1414 check out the nostril flare!
1515 CHECK OUT THE SEO!!!!
1616 CHECK OUT THE PPC!!!!
1717 CHECK OUT THE CONTENT!!!!
2020 CHECK OUT THE social!!!!
21 roi or bust, man
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?
2323 IANS LAW OF DIMINISHING RETURNS ALL TACTICS LOSE VALUE OVER TIME SO WE ALL BECOME VENDORS
24 i'm a vendor?!!! nooooooooo...
2525 TACTICIANS BECOME VENDORS
2626 VENDORS REACH AN ABRUPT END
2727 STRATEGISTS BECOME VALUABLE
28 i suspect he means it's time to think strategically
2929 STRATEGY A TITLE
30 $40,000 please STRATEGISTS BECOME NO
3131 DIGITAL STRATEGY: A plan of action designed to achieve a major business goal, by connecting marketing factors to a business goal using metrics
3232 A PLAN, NOT A GOAL The goal is what youre after
3333 FACTORS Things that lead to other good things
3434 METRICS Help you nd and measure the factors
3535 THE THREE BASIC GOALS 1. Value 2. Prot 3. Victory
3636 THE PROCESS 1. See what youve got 2. Set goals 3. See what works (and why) 4. Strategy
3737 THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics 4. Strategy