ONLINE MARKETING STRATEGY

by Niall McKeown

•Strategy

•Web Design

•Measurement

•e-commerce

•Reputation and Social

•Planning

•Case Studies

Marketing is the art of telling stories

Selling is overcoming objections

commodity vs value proposition

strategy architect vs builder

Strategy

architect vs builder

Strategy

architect vs builder

Strategy

Web Site and Permission Marketing

Viral Marketing

Online Brand Management

Video/YouTube Channels

Blogging

Affiliate Marketing

Online PR

Email Marketing

PodcastingSocial Media

Mobile Marketing

Webinars

Pay Per Click Advertising (PPC)

Search Engine Optimisation (SEO)

Online display advertising

Offline Campaigns pushing to online

Consolidated reporting

Getting Attention

Paying Attention

Website Content Website Design

Email Marketing Pay Per Click

Social Media SEO

Blogging Display Ads

Online PR Affiliate Marketing

Viral Campaigns Accidental Viral

THE COST OF RELATIONSHIPS

• Ad in business magazine - !500

• Readers - 10,000

• Remember Ad = 700

• Act on call-to-action 2% = 14 people

• !35.71 per persons attention

!A written marketing/communications strategy

!Objectives

!Social media engagement policy

!List building strategy

!Resource requirements and role definitions

!Publishing schedule

!Points of integration

!Measurable outputs; Audience, Engagement, Loyalty, Influence, Action

!Published review calendar

Web Design

designstructurewords

journey

Design Winner or Relevance Winner?

Design Winner or Experience Winner? Design Winner or Structure Winner?

Design Winner or Content Winner? Design Winner or Usability Winner?

Utility versus Significance

designstructurewords

journey

design

structurewords

journey

Best Practice

measurement

Measuring Your Online Marketing Success

0 150 300 450 600

Fathers Day

Back To School

Mid Season Sale

Christmas

Open Rate Click through Unsubscribes Bounce Backs Revenues

4%

63%

14%

18%

Generic SearchHotel NameBrand TitleRef & Direct e-commerce

Consumer Consumer

What Counts Time Investment

Cost & Reputation

Brand & Attention

Cost & Appearing

e-commerce Low Cost High Volume Model

Consumer Consumer

Consumer Consumer

Consumer Consumer

Consumer Consumer

reputation

Online Reputation & Social Media

social

Online Reputation & Social Media

Creating Influence

Connectors Mavens Sales Men

6 DEGREES OF SEPERATION

planning

ObjectivesStrategyTactics

List Building Cleansing

Campaign Layout& Publishing

Schedule

Publishing Policy

& Execution

Review & ChangeMatrix

Customer Journey Planner © 2009

Goal: Getting Attendance At An EventInitial Broadcast Total List With Invite

Accept And Sign UpThose that do

nothing after 3 days

Reject Sign Up Offer Hot Prospects

Thank You Email With Offer To Invite

Friend

Email Day Before Event With GPS Instructions/Map, Menu and Well

Wishing

Other Events In Future

Repeat Email

Phone Open Email Only

Email Offer to High Scorer With Special

Landing Page

Last Minute Reminder