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Snow White and the Seven Online Marketing Sins

by David Chapman  |  
May 20, 2011
  |  13,443 views

In this article, you'll learn...

  • Seven online marketing sins to avoid
  • Marketing lessons from a popular children's fairy tale

Why do we enjoy reading fairy tales to children? Why is it important for children to watch the many fairy tales that have been made into films, such as Cinderella or Captain Bluebeard?

The answer: Fairy tales are full of morals; they are educational and they help young people to learn, grow, and develop in a safe and positive environment; they help show children right from wrong; and they highlight the importance of cause and effect, reason, and consequence.

One of the most well known fairy tales is the story of Snow White and the Seven Dwarfs. Even though the seven dwarfs were incredibly helpful and caring, each of them had a characteristic that in some way held him back from his true potential. Grumpy was so grumpy that he was unable to show and receive real love. Dopey was so dopey that the other dwarfs couldn't trust him to complete any task properly. And Bashful was always too shy to achieve his true potential.

But what has all of this got to do with online marketing and online advertisers?

If children learn from fairy tale characters and their actions, online advertisers can learn to evaluate and improve their online marketing campaigns from fairy tale antics, too.


In fact, Snow White and the Seven Dwarfs (or, rather, Snow White and the Seven Online Marketing Sins) can be instructive to online advertisers. The notion is simple: Don't be one of the seven dwarfs, and you'll avoid all of the Seven Online Marketing Sins—and you'll soon end up with a much healthier return on investment (ROI).

Don't be a Dopey

Not knowing anything about what's new in online marketing as it develops is the first of the Seven Online Marketing Sins. There is no way you can stay ahead of the game if you are unaware of what is happening.


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David Chapman is the director of sales and marketing at Webrageous Studios, a PPC management firm based in Reno, Nevada. His expertise in PPC comes from managing accounts with monthly budgets of $30,000-$100,000, with a focus on mobile.

LinkedIn: David Chapman

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