high performance digital strategy | niall mckeown | ion
DESCRIPTION
Enterprise Ireland eMarketing Event Dublin 25 October 2012TRANSCRIPT
High Performance Digital Marketing
Strategy
Faux Strategy, Simple Strategy & High Performance Digital Strategy:
The Difference and Why it Matters
By Niall McKeowntwitter: @niallmckeown
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”
What is Strategy?
In the absence of strategic planning, marketers focus on trappings, ignoring
theory and the true substance needed to identify and resolve the situation.
B. Charles Ames
“Trapping vs Substance in Industrial Marketing
Written 1970
Strategy Trippy Uppy
AvailableResources
KnowYourself
Critical Issue
Booking.com vs Own Site
Search Engine Optimisation
Pay Per Click Advertising
Display Advertising
Email Marketing
Third Party Sites (e.g. booking.com)Own Booking Engine
Pintrest
TwitterLinkedIn
Website Design
B
B
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
Attribution Modeling
First Click Linear Last Click
Position Based Time Decay
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.
