picking the right digital marketing tools for your business
DESCRIPTION
Presented by Niall McKeown of iON Marketing at EI emarketing event in Limerick March 2012.TRANSCRIPT
Agenda
Know Yourself
Know Your Customer
Know Marketplace
Know Yourself!
Mission
360˚
New Website
Choose Best Design
Select Technology
NavigationEmbed
New Tools
WriteContent
Launch
NothingChanges
ExtranetExtranet
WebsiteWebsite
Search Search SocialSocial
Email Email MarketingMarketing
PrintPrint
TV & RadioTV & Radio
Private
Passive
Push
PR
Promotion
Values
Cultural
VisualTechnical
Commercial
“We currently have an opening for a HR Business Partner. Here at Twitter, the goal of HR is to serve as a consultant across the organisation, to shepherd the core values and to protect the culture,”
- Twitter First Job Post For Dublin October 2011
Mission & Vision
ObjectivesStructure & Tactics
Finance
Planning, Deadlines & KPI
Values
Cultural
VisualTechnical
Commercial
Omnipresence
Channel Time ( days per month)
Talent (Marketing,
Management, Outsource)
Cash
Blogging 0.5 MGT LOW
Online PR 1 OUT HIGH
Email 0.5 MKT LOW
Social 1.5 MKT LOW
Webinar 2 OUT HIGH
SEO 2 OUT HIGH
KNOW YOUR CUSTOMER
Viva La Customer
Search click through
Source: Slingshot SEO “mission imposSERPble: Establishing Clickthrough Rates July 2011
KNOW YOUR MARKET
Michael E. Porter of Harvard Business School in 1979
Hotel Mattress Beds
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.
Know Yourself
Know Your
Customer
Know Your Market
