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

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”

What is Digital Strategy?

“In the fields of strategic management, marketing strategy and business strategy, digital

strategy is the process of specifying an organization's vision, goals, opportunities and initiatives in order to maximize the business

benefits of digital marketing to the organization.”

“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”

Lean Innovation

Build

MeasureLearn

DevelopIdeas

Empirical Evidence

1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace

7. Tactics6. Market Move5. Market Position

KnowYourself Know Your

Customer

AvailableResources

TheMarketplace

Micro Analysis

Available Resources

Know Yourself Know Your Customer

TheMarketplace

1Vision,

Desires & Diagnosis

2Invention

Innovation&

Entrepreneurship

3MarketMove

Options

1Tasks/

Functions

2PerceivedDifference

and its Value

3EmotionalResponse & Loyalty

1Market Size

& Density(Direct & Indirect)

2FightingWeight

(if they are to be displaced)

3Whitespace

1Time

2Talents

3Cash

Micro Analysis

Micro Analysis

KnowYourself Know Your

Customer

AvailableResources

TheMarketplace

Micro AnalysisKnow

Yourself

Know Your Customer

AvailableResources

TheMarketplace

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

High 5 Over Here

Industry Leader

SmoothOmnipresence

Members

Shout LoudlyHand Shake

Hot(Passionate)

Macro Analysis

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

High 5 Over Here

Industry Leader

SmoothOmnipresence

Members

Shout LoudlyHand Shake

Hot(Passionate)

Macro Analysis

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

High 5 Over Here

Industry Leader

SmoothOmnipresence

Members

Shout LoudlyHand Shake

Hot(Passionate)

Macro Analysis

Cash

Inn

ovat

ion

The Market

The Market

Thought Leaders Ladder

Replication

Innovation

Invention

Iteration

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

1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace

7. Tactics6. Market Move5. Market Position

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

High 5 Over Here

Industry Leader

SmoothOmnipresence

Members

Shout LoudlyHand Shake

Hot(Passionate)

Macro Analysis

Cash

Inn

ovat

ion

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

High 5 Over Here

Industry Leader

SmoothOmnipresence

Members

Shout LoudlyHand Shake

Hot(Passionate)

Macro Analysis

Cash

3

Attention

Bought Media

Over Here

Macro Analysis

Bought MediaOver Here

Tactics

Bought MediaOver Here

Build

MeasureLearn

DevelopIdeas

Empirical Evidence

Testing Leap of Faith Assumptions

Testing Leap of Faith Assumptions

Testing Leap of Faith Assumptions

FREE SHIPPING

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.

Minimal Viable Product

1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace

7. Tactics6. Market Move5. Market Position

www.ionology.com