want to be 'liked' or want to be rich | niall mckeown | ion marketing
DESCRIPTION
Enterprise Ireland eMarketing Event - Kilkenny 21st March 2013TRANSCRIPT
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
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