Marketing Memetics (Beta Reader)

Reverse-Engineering Creativity To Drive Brand Performance

Data-driven marketer with $50m optimized and 8,000 experiments run — Mike Taylor — shares a powerful new framework for creative strategy. Fusing principles from evolutionary biology to marketing science, forged by the experience of building a 50 person agency; “Marketing Memetics” will help you identify what creative is likely to win, even before you test it. Learn to break campaigns down to their component parts, or ‘memes’, and remix what works to drive growth.

Why read this book?

Most marketers know why creative testing is important, and they usually pick up enough statistics to know how to test, but they struggle in prioritizing what to test, and get mixed results with fewer learnings than they'd hoped. This book fixes that problem by providing a framework I've found useful for systematically testing and learning what works, with less time and money wasted on variations that were doomed to fail.

If this sounds like you, you're likely to get a lot out of this book:

• Feeling like a fraud when you’re making creative or branding suggestions
• Unsure of how to tell if an ad is ‘good’ before testing it, so you struggle to prioritize
• Tired of relying on a clueless ‘brand marketer’ / designer / copywriter for ideas
• Constantly testing but never feel like you're really learning anything useful
• Seeing a high volume of failed experiments and nothing is really working for you
• Struggle to brainstorm creative ideas, and wish you had a framework to follow
• Launching a new product, but not sure what features or elements to focus on

So many marketers I know got where they are through being good with data and technical skills, and now they find themselves pulled into uncomfortable conversations about brand and creative, because they're senior now and that's becoming the only growth lever left to optimize. I made it work by reverse-engineering what made the best creative perform, and built this framework for others to follow to get reliable, consistent results. All marketing channels rely on having a high-performance brand, with the right messaging and design, but if you're in charge of any of the following areas, this book will make you feel confident defending your strategic and tactical decisions on what creative / content to test:

• Creative Testing
• Brand Strategy
• Conversion Optimization
• Social Media / Virality
• SEO & Content

For more info on Memetics and to read some of the book first, visit the website.