Want to be 'liked' or want to be Rich | Niall McKeown - iON

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Want to be 'liked' or want to be Rich | Niall McKeown - iON

  1. 1. 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 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.”
  5. 5. “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?
  6. 6. Diagnosis Coherent Action Guiding Policy What is Strategy?
  7. 7. What’s Not Strategy?
  8. 8. 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”
  9. 9. Lean Innovation Build MeasureLearn DevelopIdeas Empirical Evidence
  10. 10. 1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace 7. Tactics6. Market Move5. Market Position
  11. 11. Know Yourself Know Your Customer Available Resources The Marketplace Micro Analysis
  12. 12. 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
  13. 13. Micro Analysis Know Yourself Know Your Customer Available Resources The Marketplace
  14. 14. Micro Analysis Know Yourself Know Your Customer Available Resources The Marketplace
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. The Market
  19. 19. The Market
  20. 20. Thought Leaders Ladder Replication Innovation Invention Iteration
  21. 21. 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
  22. 22. B
  23. 23. B
  24. 24. 1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace 7. Tactics6. Market Move5. Market Position
  25. 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 Cash Innovation
  26. 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
  27. 27. 3 Attention Bought Media Over Here Macro Analysis
  28. 28. Bought Media Over Here Tactics
  29. 29. Bought Media Over Here Build MeasureLearn DevelopIdeas Empirical Evidence Testing Leap of Faith Assumptions
  30. 30. Testing Leap of Faith Assumptions
  31. 31. Testing Leap of Faith Assumptions FREE SHIPPING
  32. 32. 1% Conversion Rate •220 Clicks •€138 •With 1% conversion = 2 sales = €69 per sale
  33. 33. Background Cot Mattress is the dominant search term used in the UK.
  34. 34. Minimal Viable Product
  35. 35. 1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace 7. Tactics6. Market Move5. Market Position
  36. 36. www.ionology.com

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