1. By Niall McKeown
twitter: @niallmckeown
www.linkedin.com/in/niallmckeown

9. What’s Your 3.5” Marketing
Strategy?

11. What is Strategy?
“A strategy is a plan of action designed to
achieve a specific goal”

12. What is Digital Strategy?
“In the fields of strategic management,
marketing strategy and business strategy, digital
strategy is the process of specifying an
organization's vision, goals, opportunities and
initiatives in order to maximize the business
benefits of digital marketing to the organization.”

13. “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?

14. Diagnosis
Coherent
Action
Guiding
Policy
What is Strategy?

15. What’s Not Strategy?

16. 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”

18. Lean Innovation
Build
MeasureLearn
DevelopIdeas
Empirical
Evidence

19. 1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace
7. Tactics6. Market Move5. Market Position

20. Know
Yourself Know Your
Customer
Available
Resources
The
Marketplace
Micro Analysis

21. Available Resources
Know Yourself Know Your Customer
TheMarketplace
1
Vision,
Desires &
Diagnosis
2
Invention
Innovation
&
Entrepreneurship
3
Market
Move
Options
1
Tasks/
Functions
2
Perceived
Difference
and its Value
3
Emotional
Response
& Loyalty
1
Market Size
& Density
(Direct &
Indirect)
2
Fighting
Weight
(if they are to
be displaced)
3
White
space
1
Time
2
Talents
3
Cash
Micro Analysis

22. Micro Analysis
Know
Yourself Know Your
Customer
Available
Resources
The
Marketplace

23. Micro Analysis
Know
Yourself
Know Your
Customer
Available
Resources
The
Marketplace

24. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis

25. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis

26. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis
Cash
Innovation

27. The Market

28. The Market

29. Thought Leaders Ladder
Replication
Innovation
Invention
Iteration

32. Critical Issue
Booking.com vs Own Site
Search Engine Optimisation
Pay Per Click Advertising
Display Advertising
Facebook
Email Marketing
Third Party Sites
(e.g. booking.com)Own Booking Engine
Pintrest
TwitterLinkedIn
Website Design

34. B

35. B

37. 1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace
7. Tactics6. Market Move5. Market Position

38. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis
Cash
Innovation

39. Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot
(Passionate)
Macro Analysis
Cash

40. 3
Attention
Bought Media
Over Here
Macro Analysis

41. Bought Media
Over Here
Tactics

42. Bought Media
Over Here
Build
MeasureLearn
DevelopIdeas
Empirical
Evidence
Testing Leap of Faith
Assumptions

43. Testing Leap of Faith
Assumptions

44. Testing Leap of Faith
Assumptions
FREE SHIPPING

50. 1% Conversion Rate
•220 Clicks
•€138
•With 1% conversion
= 2 sales
= €69 per sale

51. Background Cot Mattress is the dominant search term used
in the UK.

54. Minimal Viable Product

58. 1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace
7. Tactics6. Market Move5. Market Position

59. www.ionology.com