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Online Strategy - how to get where you want to be


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In this presentation I outlined what works in online marketing & strategy today on the Internet.

I also included a few outdated tactics and schemes used by advertising agencies, marketing consultants and social media gurus. Find out what they are so you can be aware and save your money and maybe your company's future.

Published in: Marketing
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Online Strategy - how to get where you want to be

  1. 1. Online Strategy how do you get where want to be
  2. 2. Ciprian Gavriliu Online Marketing Consultant. Product Designer 6 years in online marketing 11 years in interactive design entrepreneur since 2007. now with Triple Magic Online Shift . IMTO . ODO over 300 projects managed a lot of trials & errors
  3. 3. There are 2 schools in Online Vanity School (snake oil) Opinions Vanity metrics Big egos Lies and half-truth Trendy concepts Pretty easy and shallow The real deal School Facts Relevant goals & KPIs Focus on results Analytics & truth Testing Really hard and rewarding
  4. 4. Guiding principles Vanity School (snake oil) Public: We have a “really good presence”. Hidden: we don’t define what a good presence is. The real deal School We try until we get relevant results. We know what we invest and what we get.
  5. 5. Who’s winning? Google has 45% of the total advertising revenue in USA. Total revenue = $42.8 billions. Google does performance based advertising. So does Facebook.
  6. 6. The ignored truth 90% of the marketing is your product*. Welcome to postadvertising era. You can’t bullshit or deceive people anymore. They know the truth. They have acces to real information. *product = product or service
  7. 7. What is strategy? Strategy (from Greek στρατηγία stratēgia, "art of troop leader; office of general, command, generalship"[1]) is a high level plan to achieve one or more goals under conditions of uncertainty. Strategy is important because the resources available to achieve these goals are usually limited. Business strategy comes from war strategy - limitation
  8. 8. What can you do online? PR Inbound Marketing Customer Service Advertising Lead generation Ecommerce Distribution (for digital products)
  9. 9. Digital vs Physical (products & services) Physical PR Inbound Marketing Customer Service Advertising Lead generation Ecommerce Digital products* + distribution * - software, songs, movies, books, etc.
  10. 10. Strategy components 1. Where we are now (Research, SWOT, Five Forces, BSC, etc.) 2. Where do we want to be - GOAL (SMART) 3. Resources 4. Timeframe 5. Tactics & Activities 6. Plan of action (GANT vs Lean Approach) 7. Implementation and measuring *everything can change in any moment, and you need to update accordingly
  11. 11. Biggest strategy challenge today Long term accurate planning is total bullshit. 50 years planning (yes, there are such things) in business is fantasy. The world will change even faster. The only way to stay in the game is the lean approach. Companies need to innovate faster, better & cheaper.
  12. 12. Huge opportunity #1 To get where we want to be we need to take the customers where they want to be. Always focus on adding real value to the customers.
  13. 13. How to manage multiple activities Prioritise your Resources based on ROI, Timeframe, Goal and the Landscape (competition, technology, etc.) Scenarios: 1. Tight budget 2. Big budget - big opportunities 3. Big budget - limited opportunies
  14. 14. Red flags - mermaid song 1. Vanity metrics (wrong audiences, “reach”, visits ) 2. Poor experiences, focusing just on form (without function) 3. Trying to cover too much, too fast 4. White lies 5. Marketing myopia (suggests that businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products - 1960!)
  15. 15. Opportunities Great products Great experiences Great content Great customer service Imagination & innovation Testing - assume nothing! Facing the truth Hard work
  16. 16. Thank you Choose the right way!