Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
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Transcript of Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing
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Want to be Liked or
Want to be Ri€h?
By Niall McKeowntwitter: @niallmckeown
www.linkedin.com/in/niallmckeown
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What’s Your 3.5” Marketing Strategy?
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What is Strategy?
“A strategy is a plan of action designed to achieve a specific goal”
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“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?
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DiagnosisCoherent
Action
Guiding Policy
What is Strategy?
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What’s Not Strategy?
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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”
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AvailableResources
KnowYourself
KnowYour
Customer
Know YourMarketplace
High Performance Strategy
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AvailableResources
KnowYourself
KnowYour
Customer
Know YourMarketplace innovation
High Performance Strategy
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Business Planning & Direction
Tactics
Critical Issues
Leveraged Innovation
Guiding Principles
The Executive DirectorsFunction
Senior Marketers
Tactical Marketerstend to live here
Strategic Marketing Stack
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Critical Issue Booking.com vs Own Site
Search Engine Optimisation
Pay Per Click Advertising
Display Advertising
Email Marketing
Third Party Sites (e.g. booking.com)Own Booking Engine
Pintrest
TwitterLinkedIn
Website Design
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B
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B
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AvailableResources
KnowYourself
KnowYour
Customer
Know YourMarketplace
Faux Strategy
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Farmedia
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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
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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
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AvailableResources
KnowYourself
KnowYour
Customer
Know YourMarketplace
Simple Strategy
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ExclusiveNiche or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Low Interest
Customer Volume
Your
Bus
ines
s (c
usto
mer
s pe
rspe
ctiv
e)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
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1% Conversion Rate
•220 Clicks•€138•With 1% conversion
= 2 sales= €69 per sale
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Background Cot Mattress is the dominant search term used in the UK.
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Leveragedinnovation
High Performance Digital Strategy
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Want to be Liked or
Want to be Ri€h?
By Niall McKeowntwitter: @niallmckeown
www.linkedin.com/in/niallmckeown