Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
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Enterprise Ireland eMarketing Event - Kilkenny 21st March 2013
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Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
- 1. Want to be Liked or Want to be Ri€h? By Niall McKeown twitter: @niallmckeown www.linkedin.com/in/niallmckeown
- 8. What’s Your 3.5” Marketing Strategy?
- 10. What is Strategy? “A strategy is a plan of action designed to achieve a specific goal”
- 11. What is Strategy? “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
- 12. What is Strategy? Guiding Policy Coherent Diagnosis Action
- 14. What’s Not Strategy? “We shall increase our Operational “We shall use social sales by 20% Effectiveness media to better We will increase our service our clients” page impressions by 10,000 per month” !
- 15. High Performance Strategy Know Know Your Yourself Marketplace Know Available Your Resources Customer
- 16. High Performance Strategy Know Yourself Know Know Your Your Marketplace Customer innovation Available Resources
- 17. Strategic Marketing Stack Tactical Marketers tend to live here Tactics Guiding Principles Senior Marketers Leveraged Innovation Critical Issues The Executive Directors Function Business Planning & Direction
- 21. Critical Issue Booking.com vs Own Site Facebook Twitter LinkedIn Pintrest Pay Per Click Advertising Website Design Display Advertising Email Marketing Search Engine Optimisation Third Party Sites Own Booking Engine (e.g. booking.com)
- 23. B
- 24. B
- 26. Faux Strategy Know Yourself Know Know Your Your Marketplace Customer Available Resources
- 27. Farmedia
- 28. Clinical Trial Supply News Clinical Technologies Login Analytical Services Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery Commercial Services API Dev Manufacture Events Resource Centre Sitemap QB Premium 0 1 2 3 4 Visitor Traffic Oct 2011
- 29. Careers About & Contact Clinical Trial Supply News Clinical Technologies Login Analytical Services Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery Commercial Services API Dev Manufacture Events Resource Centre Sitemap QB Premium 0 17.5 35 52.5 70 Visitor Traffic Oct 2011
- 30. Simple Strategy Know Yourself Know Know Your Your Marketplace Customer Available Resources
- 31. (customers perspective) Your Business 1 3 Industry Leader Extraordinary Members Prime Authority 2 Interesting 4 Smooth or Omnipresence Authority All Media Earned Media Mass Market Mainstream Customer Volume Niche Exclusive or limited Audience Bought Media Owned Media Mild Over Here 5 Interest 7 High 5 Attention Advocacy Low Shout Loudly Interest Hand Shake 6 8
- 37. 1% Conversion Rate •220 Clicks •€138 •With 1% conversion = 2 sales = €69 per sale
- 38. Background Cot Mattress is the dominant search term used in the UK.
- 45. High Performance Digital Strategy Leveraged innovation
- 46. Want to be Liked or Want to be Ri€h? By Niall McKeown twitter: @niallmckeown www.linkedin.com/in/niallmckeown