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High Performance Digital Strategy | Niall McKeown | iON

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Enterprise Ireland eMarketing Event Dublin 25 October 2012

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High Performance Digital Strategy | Niall McKeown | iON

  1. 1. High PerformanceDigital Marketing Strategy Faux Strategy, Simple Strategy & High Performance Digital Strategy: The Difference and Why it Matters By Niall McKeown twitter: @niallmckeown
  2. 2. What is Strategy?“A strategy is a plan of action designed to achieve a specific goal”
  3. 3. What is Strategy?“Strategy comes from identifying one or two critical issues in the situation – the pivotalpoints that can multiply the effectiveness ofeffort – and then focusing and concentrating action and resources on them” 2011 Financial Times and Goldman Sachs Business Book of the Year
  4. 4. What is Strategy? Guiding Policy CoherentDiagnosis Action
  5. 5. What’s Not Strategy?
  6. 6. 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” !
  7. 7. What is Strategy? In the absence of strategic planning, marketers focus on trappings, ignoringtheory and the true substance needed to identify and resolve the situation. B. Charles Ames “Trapping vs Substance in Industrial Marketing Written 1970
  8. 8. Strategy Trippy Uppy Know Yourself Available Resources
  9. 9. Critical Issue Booking.com vs Own Site Facebook Twitter LinkedIn PintrestPay Per Click Advertising Website Design Display Advertising Email Marketing Search Engine Optimisation Third Party Sites Own Booking Engine (e.g. booking.com)
  10. 10. B
  11. 11. B
  12. 12. Farmedia
  13. 13. 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 4Visitor Traffic Oct 2011
  14. 14. 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 70Visitor Traffic Oct 2011
  15. 15. Attribution Modeling First Click Linear Last ClickPosition Based Time Decay
  16. 16. 1% Conversion Rate •220 Clicks •€138 •With 1% conversion = 2 sales = €69 per sale
  17. 17. Background Cot Mattress is the dominant search term used in the UK.
  18. 18. High Performance Digital Marketing Strategy By Niall McKeown @niallmckeown nmckeown@ionology.com

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