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Snake Oil : Genuine Marketing in an Age of Cure-Alls / Dan Russell.
- Format:
- Book
- Author/Creator:
- Russell, Dan, author.
- Language:
- English
- Subjects (All):
- Digital media.
- Electronic commerce--Management.
- Electronic commerce.
- Internet marketing.
- Physical Description:
- 1 online resource (213 pages)
- Place of Publication:
- New York, NY : Morgan James Publishing, [2022]
- Summary:
- Snake Oil is a breath of fresh air for business owners and entrepreneurs who seek to navigate the murky waters of digital marketing, squeeze more profit from their sales funnels, focus on projects that are verifiably important, and build a highly-scalable marketing operating system inside their business.
- Contents:
- Intro
- Title
- Copyright
- Contents
- Introduction Mike Gets Ripped Off By An Ad Man
- Part One
- Clark Stanley, Fat Sacks, and Chinese Icy Hot
- A Special Breed
- The Wild West Of Marketing
- Keep Your Hands And Feet Inside The Vehicle At All Times
- The Age Of Chaos
- You Can Stop Worrying About What's New
- The Carousel and the Big Idea
- There Are No Shortcuts To A Big Idea
- Part Two
- The Age Of The Marketing Scientist
- The Marketing Operating System
- Finding Your Customers
- Demographics
- Psychographics
- Minimum Viable Audience
- What's a Marketing Campaign (Really?)
- What's The Big Idea?
- The Campaign Car Wash Part 1: Style
- Educational Content
- Inspirational Content
- Entertaining Content
- The Campaign Carwash Part 2: Medium
- Written Content
- Auditory Content
- Multimedia Content
- Experiential Content
- The Campaign Car Wash Part 3: The Exposure
- What Is Attribution?
- Owned Channels
- Paid Channels
- Earned Channels
- The Campaign Briefing
- Conversions: Let's Start At The Very Beginning
- The Anatomy of a Funnel
- The Flaw In Sales Funnels
- The Marketer's Scientific Method
- Step One: Ask The Right Question
- Step Two: Do Your Research
- Step Three: Form Your Hypothesis
- Step Four: Conduct Your Experiment
- Step Five: Analyze Your Data
- Step Six: And The Winner Is…
- The NeuroTactic Library
- Desire
- Routing
- Emotion
- Attention
- Memory
- Beyond The Marketing Operating System
- About The Author
- Glossary Of Terms.
- Notes:
- Description based on print version record.
- ISBN:
- 9781631958328
- 1631958321
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