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. 1. Want to be Liked orWant to be Ri€h? By Niall McKeown twitter: @niallmckeown www.linkedin.com/in/niallmckeown
  2. 2. What’s Your 3.5” Marketing Strategy?
  3. 3. What is Strategy?“A strategy is a plan of action designed to achieve a specific goal”
  4. 4. 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
  5. 5. What is Strategy? Guiding Policy CoherentDiagnosis Action
  6. 6. What’s Not Strategy?
  7. 7. 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” !
  8. 8. High Performance Strategy Know Know Your Yourself Marketplace Know Available Your Resources Customer
  9. 9. High Performance Strategy Know Yourself Know Know Your Your Marketplace Customer innovation Available Resources
  10. 10. Strategic Marketing Stack Tactical Marketers tend to live here Tactics Guiding Principles Senior Marketers Leveraged Innovation Critical IssuesThe Executive Directors Function Business Planning & Direction
  11. 11. 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)
  12. 12. B
  13. 13. B
  14. 14. Faux Strategy Know Yourself Know Know Your Your MarketplaceCustomer Available Resources
  15. 15. Farmedia
  16. 16. 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
  17. 17. 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
  18. 18. Simple Strategy Know Yourself Know Know Your Your MarketplaceCustomer Available Resources
  19. 19. (customers perspective) Your Business1 3 Industry Leader Extraordinary Members Prime Authority 2 Interesting 4 Smooth or Omnipresence Authority All Media Earned MediaMass 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 Shake6 8
  20. 20. 1% Conversion Rate •220 Clicks •€138 •With 1% conversion = 2 sales = €69 per sale
  21. 21. Background Cot Mattress is the dominant search term used in the UK.
  22. 22. High Performance Digital Strategy Leveraged innovation
  23. 23. Want to be Liked orWant to be Ri€h? By Niall McKeown twitter: @niallmckeown www.linkedin.com/in/niallmckeown

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