Hi, my name is Jan Sifra. I was born in Virgosupercluster of galaxies.

In the second largestgalaxy of the „Local Group“.

The Milky Way.

In the spiral armcalled Orion:

28 000 light yearsfrom the center...

...somewhere around here, in the Solar system.

At the place called

Earth.

3 lessonsI have learnedalong the way

1. Why we simplify things

1937Ronald Coase

transaction cost

transaction costs

„A cost incurred in making an economic exchange.“

Transaction costs of banana

• to find out which banana products you prefer

• where to get them • and at what cost

And banana costs are also...

• the cost of traveling from your house to the store and back

• the time waiting in line• the effort of the paying itself• you name it...

banana internet

Strategies for lowering transaction costs

• Simplyfiing structures• Shortening the way to your fruits

DYI

Checklists and workflows

• Write down all the possible forms of content you can imagine

• Start from what you have• Ask specific questions

Write down the forms and build the checklist

• Journalists, banners, contextual advertising, search, presentations, video, newsletter, blog article, press release, ebook, social media, charts and pictures

Start with what you already have

• Usually your website• Memo from the meeting• Or simple emails!

You have: website or email

JournalistsLanding pageContextual advertisingBlog articleEbookChartPicture/scheme

Press release NewsletterAdvertorialColleaugePartners

2. How we learn

Message

Translation

Fit ball

RelationshipsSex

Contextualadvertising

Future ofinternet

Contextualadvertising

How to enternew market

Marketing as translation

„Customers buy for their reasons, not yours.“

- Orvel Ray Wilson

3. Why we fail

What did just happen?

So, what can we do about it?

Install colour detector, stupid.

„Why“ is important:

“Ask WHY five times about every matter.”

- Taiichi Ohno

CONCLUSION

marketing=

translation=

penetration

ask why5 times

THANK YOUjan.sifra@etarget.eu