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Marketing technical products is too important to leave to marketers…

Marketing technical products is too important to leave to marketers…. HACKING MARKETING. DEVS HOLD THE KEY. Presentation by Scott Canny. RE-Defining the “product”. The Internet has created a radical re-definition of the word “product” It is no longer a physical good

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Marketing technical products is too important to leave to marketers…

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  1. Marketing technical products is too important to leave to marketers…

  2. HACKING MARKETING DEVS HOLD THE KEY Presentation by Scott Canny

  3. RE-Defining the “product” • The Internet has created a radical re-definition of the word “product” • It is no longer a physical good • It is the code that you put together to create software “products” • “Products” can now market themselves as they are used

  4. THE HOLY GRAIL – THE VIRAL LOOP • A product that generates it’s own traffic is the Holy Grail • Has a compounding effect and improves ROI everywhere • Everyone who uses your product should share it • If every customer brings at least 1 other you have a viral loop • A viral coefficient > 1 achieves exponential growth

  5. THE HOLY GRAIL is not easily attained • A viral coefficient > 1 is extremely hard to achieve • Any viral coefficient > 0 will have a positive impact • Increases the amount of customers a given campaign could have brought in and improves ROI • Improves effectiveness of all marketing, saves money • Work towards the holy grail and you will be better for it

  6. CASE STUDY: Airbnb hack craigslist • AirBnb achieved incredible growth in a short space of time • Realised that most of their target market was using Craigslist • Created a piece of code so that any AirBnb listing could be automatically posted to Craiglist • Craigslist did not have a public API so AirBnb reverse engineered the process • Created tons of inbound links and traffic • Seems obvious now – doesn’t it?

  7. The perfect example… • Did something traditional marketers would have a hard time envisioning • Used their product as the primary means of distributing their product • Saw where there customers were congregating and hijacked them • Creative and ingenious • Heavily technology based • Pushed the bounds of what is acceptable

  8. So how can we do it? • Network Invitations • Take it to the next level (e.g. Dropbox) • Cater to your audience • Low cost to you – high value to customer • Social Sharing • API Integrations • Backlinking • e.g. AirBnB & Hotmail • Organic – make great products • Plenty of different ways • User profile & business goals *NB

  9. DEVS hold the key! • Break down the barriers between Devs & Marketing • Be eager to learn and go outside your job description • You know the product better than anyone else! • Think about the customer experience and create a product that is easy to use and share • Share your knowledge • Not only Devs & Marketing but EVERYONE!

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