want to be 'liked' or want to be rich | niall mckeown | ion marketing

Want to be Liked or

Want to be Ri€h?

By Niall McKeowntwitter: @niallmckeown

www.linkedin.com/in/niallmckeown

What’s Your 3.5” Marketing Strategy?

What is Strategy?

“A strategy is a plan of action designed to achieve a specific goal”

“Strategy comes from identifying one or two critical issues in the situation – the pivotal

points that can multiply the effectiveness of effort – and then focusing and concentrating

action and resources on them”

2011 Financial Times and Goldman Sachs

Business Book of the Year

What is Strategy?

DiagnosisCoherent

Action

Guiding Policy

What is Strategy?

What’s Not Strategy?

What’s Not Strategy?

“We shall increase our sales by 20%

We will increase our page impressions by 10,000 per month”

Operational Effectiveness

!

“We shall use social media to better service our clients”

AvailableResources

KnowYourself

KnowYour

Customer

Know YourMarketplace

High Performance Strategy

AvailableResources

KnowYourself

KnowYour

Customer

Know YourMarketplace innovation

High Performance Strategy

Business Planning & Direction

Tactics

Critical Issues

Leveraged Innovation

Guiding Principles

The Executive DirectorsFunction

Senior Marketers

Tactical Marketerstend to live here

Strategic Marketing Stack

Critical Issue Booking.com vs Own Site

Search Engine Optimisation

Pay Per Click Advertising

Display Advertising

Facebook

Email Marketing

Third Party Sites (e.g. booking.com)Own Booking Engine

Pintrest

TwitterLinkedIn

Website Design

B

B

AvailableResources

KnowYourself

KnowYour

Customer

Know YourMarketplace

Faux Strategy

Farmedia

0 1 2 3 4

Visitor Traffic Oct 2011

Clinical Trial Supply News Clinical Technologies Login Analytical ServicesChemical Development Biomarker Discovery Pharmaceutical Biocatalysis DiscoveryCommercial Services API Dev Manufacture Events Resource Centre SitemapQB Premium

0 17.5 35 52.5 70

Visitor Traffic Oct 2011

Careers About & Contact Clinical Trial Supply News Clinical TechnologiesLogin Analytical Services Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery Commercial Services API Dev Manufacture EventsResource Centre Sitemap QB Premium

AvailableResources

KnowYourself

KnowYour

Customer

Know YourMarketplace

Simple Strategy

ExclusiveNiche or limited Audience

Mass Market Mainstream

Extraordinary

Interestingor

Authority

MildInterest

Low Interest

Customer Volume

Your

Bus

ines

s (c

usto

mer

s pe

rspe

ctiv

e)

Prime Authority

Attention Advocacy

1

2 4

75

6 8

All Media

High 5

Bought Media Owned Media

Earned Media

Over Here

Industry Leader

Smooth Omnipresence

Members

Shout Loudly Hand Shake

3

1% Conversion Rate

•220 Clicks•€138•With 1% conversion

= 2 sales= €69 per sale

Background Cot Mattress is the dominant search term used in the UK.

Leveragedinnovation

High Performance Digital Strategy

Want to be Liked or

Want to be Ri€h?

By Niall McKeowntwitter: @niallmckeown

www.linkedin.com/in/niallmckeown