In this presentation I outlined what works in online marketing & strategy today on the Internet. I also included a few outdated tactics and schemes used by advertising agencies, marketing consultants and social media gurus. Find out what they are so you can be aware and save your money and maybe your company's future.

1. Online Strategy
how do you get where want to be

2. Ciprian Gavriliu
Online Marketing Consultant. Product Designer
6 years in online marketing
11 years in interactive design
entrepreneur since 2007. now with Triple Magic
Online Shift . IMTO . ODO
over 300 projects managed
a lot of trials & errors

3. There are 2 schools in Online
Vanity School (snake oil)
Opinions
Vanity metrics
Big egos
Lies and half-truth
Trendy concepts
Pretty easy and shallow
The real deal School
Facts
Relevant goals & KPIs
Focus on results
Analytics & truth
Testing
Really hard and rewarding

4. Guiding principles
Vanity School (snake oil)
Public: We have a “really good presence”. Hidden: we
don’t define what a good presence is.
The real deal School
We try until we get relevant results. We know what we
invest and what we get.

5. Who’s winning?
Google has 45% of the total advertising revenue in
USA. Total revenue = $42.8 billions.
Google does performance based advertising. So does
Facebook.

6. The ignored truth
90% of the marketing is your product*. Welcome to
postadvertising era.
You can’t bullshit or deceive people anymore. They
know the truth. They have acces to real information.
*product = product or service

7. What is strategy?
Strategy (from Greek στρατηγία stratēgia, "art of troop
leader; office of general, command, generalship"[1]) is
a high level plan to achieve one or more goals under
conditions of uncertainty.
Strategy is important because the resources available
to achieve these goals are usually limited.
Business strategy comes from war strategy - limitation

8. What can you do online?
PR
Inbound Marketing
Customer Service
Advertising
Lead generation
Ecommerce
Distribution (for digital products)

9. Digital vs Physical
(products & services)
Physical
PR
Inbound Marketing
Customer Service
Advertising
Lead generation
Ecommerce
Digital products*
+ distribution
* - software, songs, movies, books,
etc.

10. Strategy components
1. Where we are now (Research, SWOT, Five Forces,
BSC, etc.)
2. Where do we want to be - GOAL (SMART)
3. Resources
4. Timeframe
5. Tactics & Activities
6. Plan of action (GANT vs Lean Approach)
7. Implementation and measuring
*everything can change in any moment, and you need to update accordingly

11. Biggest strategy challenge today
Long term accurate planning is total bullshit. 50 years
planning (yes, there are such things) in business is
fantasy.
The world will change even faster. The only way to stay in
the game is the lean approach. Companies need to
innovate faster, better & cheaper.

12. Huge opportunity #1
To get where we want to be we need to take the
customers where they want to be.
Always focus on adding real value to the customers.

13. How to manage multiple activities
Prioritise your Resources based on ROI, Timeframe,
Goal and the Landscape (competition, technology, etc.)
Scenarios:
1. Tight budget
2. Big budget - big opportunities
3. Big budget - limited opportunies

14. Red flags - mermaid song
1. Vanity metrics (wrong audiences, “reach”, visits )
2. Poor experiences, focusing just on form (without
function)
3. Trying to cover too much, too fast
4. White lies
5. Marketing myopia (suggests that businesses will do better in the
end if they concentrate on meeting customers’ needs rather than on
selling products - 1960!)

15. Opportunities
Great products
Great experiences
Great content
Great customer service
Imagination & innovation
Testing - assume nothing!
Facing the truth
Hard work

16. Thank you
Choose the right way!
www.cipriangavriliu.ro
ciprian@triplemagicinteractive.com