High Performance Digital Marketing

Strategy

Faux Strategy, Simple Strategy & High Performance Digital Strategy:

The Difference and Why it Matters

By Niall McKeowntwitter: @niallmckeown

What is Strategy?

“A strategy is a plan of action designed to achieve a specific goal”

“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?

DiagnosisCoherent

Action

Guiding Policy

What is Strategy?

What’s Not Strategy?

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”

What is Strategy?

In the absence of strategic planning, marketers focus on trappings, ignoring

theory and the true substance needed to identify and resolve the situation.

B. Charles Ames

“Trapping vs Substance in Industrial Marketing

Written 1970

Strategy Trippy Uppy

AvailableResources

KnowYourself

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

B

B

Farmedia

0 1 2 3 4

Visitor Traffic Oct 2011

Clinical Trial Supply News Clinical Technologies Login Analytical ServicesChemical Development Biomarker Discovery Pharmaceutical Biocatalysis DiscoveryCommercial Services API Dev Manufacture Events Resource Centre SitemapQB Premium

0 17.5 35 52.5 70

Visitor Traffic Oct 2011

Careers About & Contact Clinical Trial Supply News Clinical TechnologiesLogin Analytical Services Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery Commercial Services API Dev Manufacture EventsResource Centre Sitemap QB Premium

Attribution Modeling

First Click Linear Last Click

Position Based Time Decay

1% Conversion Rate

•220 Clicks•€138•With 1% conversion

= 2 sales= €69 per sale

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

High Performance Digital Marketing Strategy

By Niall McKeown@niallmckeown

nmckeown@ionology.com