Picking the right digital marketing tools for your business
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Niall McKeown is an expert in digital marketing strategies. His website lists various online marketing channels including forums, viral marketing, online brand management, SEO, PPC advertising, webinars, email marketing, social media, and more. The document discusses strategies for different types of businesses including becoming an industry leader through extraordinary content, gaining authority and interest, and achieving omnipresence across various media. It also covers targeting mass markets versus niche audiences and using owned, earned, and bought media.
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Picking the right digital marketing tools for your business
- 1. Niall McKeown www.ionology.com nmckeown@ionology.com twitter:@niallmckeown
- 4. Forums Viral Marketing Consolidated reporting Online Brand Management Offline Pushing Online Video/YouTube Channels Search Engine Optimisation (SEO) Blogging Online Display Advertising Website and Permission Affiliate Marketing Marketing Pay Per Click Advertising Online PR Webinars Email Marketing Mobile Media Podcasting e-Commerce Social Media
- 5. Website Attention/Ads Content Engagement importance
- 6. (customers perspective) Your Business 1 3 Industry Leader Extraordinary Members Prime Authority 2 Interesting 4 Smooth or Omnipresence Authority All Media Earned Media Mass 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 Shake 6 8
- 7. 1 Extraordinary Industry Leader Prime ✓ no SEO issues ✓ limited engagement due to size ✓ task focused Interesting 2 or Smooth Authority All Media Mass Market Mainstream
- 9. PRIME
- 10. PRIME Website Content Attention/Ads Engagement importance
- 12. 1 Extraordinary Industry Leader Prime ✓ no SEO issues ✓ limited engagement due to size ✓ task focused Interesting 2 or Smooth Authority All Media Mass Market Mainstream
- 13. (customers perspective) Your Business 1 3 Industry Leader Extraordinary Members Prime Authority 2 Interesting 4 Smooth or Omnipresence Authority All Media Earned Media Mass 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 Shake 6 8
- 14. Extraordinary 3 Authority Members Interesting or 4 Omnipresence Authority Earned Media Niche Exclusive or limited Audience
- 16. $23.3 Billion in 2009
- 18. Member Digital Marketing Channels
- 19. Extraordinary 3 Authority Members Interesting or 4 Omnipresence Authority Earned Media Niche Exclusive or limited Audience
- 23. Becoming the Leader: Corporate Marketing Roadmap Execution Market Events / Triggers ip Customer Wins r sh Success Stories ade Endorsements t Le gh p u hi Tho er s g d in ea at ht L id al ug -V Th o n g sio n Vi ldi e ui g th - B in n iz sio al Vi Re th e Market-Making g Communicating t in Influencing ica un Building Trust & Advocacy m m Co Vision Proprietary © Aepona 6 www.aepona.com
- 24. Executing the market roadmap 2010-2011 Thomson Reuters Cloud Execution IBM UC Cloud WAC Phase 1 Live Ireland MTN Win Open Mobile Summit Cloud Launch Canada OneAPI full Telco 2.0 EMEA commercial launch VCOM Light Reading Webinar NaaS Neustar Win Q2 2011 Nordics Launch Cloud Launch AT&T win CTIA Wireless USP “Cloud Edition” Launch Rogers MWC 2011 & Awards Catalyst Launch USP Advanced Call Service Launch WAC SDK LR Leading Launch Q1 2011 Lights Award + continuous communication aligned with Navteq Telco 2.0 Webinar corporate themes: Partnership Open Mobile Summit, US online/social media marketing Telco 2.0 EMEA twice-monthly blog Canada TNS Telco 2.0 Contributed Article podcasts/webinars OneAPI Win Telco 2.0 Americas contributed articles Progress USP 3.0 Launch newsletter New Website Launch & corporate look/feel refresh analyst briefings media briefings CTIA Fall developer forum engagement Mobile Cloud White Paper local PR SDP Summit, London Q4 2010 Vision Proprietary © Aepona 7 www.aepona.com
- 26. Omnipresence
- 27. Omnipresence Content Website Engagement Attention/Ads importance
- 28. Extraordinary 3 Authority Members Interesting or 4 Omnipresence Authority Earned Media ✓ peer review inbound links ✓ third party webinars ✓ advocacy email & twitter Niche Exclusive or limited Audience
- 29. (customers perspective) Your Business 1 3 Industry Leader Extraordinary Members Prime Authority 2 Interesting 4 Smooth or Omnipresence Authority All Media Earned Media Mass 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 Shake 6 8
- 30. Mass Market Mainstream Bought Media Mild Over Here 5 Interest Attention Low Shout Loudly Interest 6
- 31. Shout Loudly
- 35. Shout Loudly
- 36. For interview for the human stories Video/YouTube Channels Not as a YouTube channel but as a method to broadcast and share Human story used for the online PR Blogging Theme to be decided Leave as a pri 2 say 1012 Forums Guest bloggers from the car industry Human story from existing customers Online PR Choose sectors based around publications Social Create CONTEXT based stories with real Email Plan A people By brand Links should be titled from the research Online PR Infer Crash Services and link By generic Search Consolidated reporting This is to assist PPC with key terms Search by services Yolanda to find out who they are Conversions these create PPC Niche players in the Car Market Make a list of the sites Plan B We are to come up with a plan for these guys Minimal Display Finance spend per conversion 1 per month Our affiliate newsletter is content contribution not distribution Content from blog Offline Pushing Online Customers Tony has created messages Search Engine Optimisation (SEO) 1 per quarter Offline PR topic Human story + photos Do this in accordance with Online PR Online Display Advertising Consumer Crash Incentive Competition Services Strategy de range of PPC terms Own person interview Find out how people are searching for us Email Marketing topics Who is behind the brand Campaign 1 Products explained Take a service and explain how/why Additional services CALL TO ACTION >>> GET A FREE PACK How do people search Volume of search Promote lookaly and iPhone app Campaign 2 Pay Per Click Advertising HOW MANY PEOPLE ARE ACCESSING VIA DIFFERENT ANGLES Bounce back Objective Management to be iON & CRASH Unsubscribe Determine the content and landing List growth to be conducted by TMcK Dead pages needed for version 3.0 of the site Overall Objective Email marketing analysis Budget £500 for starters 15,000 (NI) Those that have purchased breakdown cover Mobile site to be reviewed by GD for key tasks Phone number to me monitored = 50,000 - 15,000 already accounted for Mobile Media Those that are insured with the brokers iPhone App looks good, but where is it in the customer journey? 40,000 The Digital Contacts are Those that have used Crash in the past Email addresses of 2,000 2012/13 look at selling online Come in but no real details of who they are e-Commerce List building from website For now park due maintain brand clarity DFC People that are with the affiliates Dealerships Look at free v paid listing Lookaly Social Media No to facebook and twitter for now
- 37. Mass Market Mainstream Bought Media Mild Over Here 5 Interest Attention Low Shout Loudly Interest 6
- 38. Mainstream Over Here Bought Media Attention Mild Interest 5
- 39. Over Here
- 40. Over Here
- 41. Over Here
- 42. Over Here
- 47. ENGAGEMENT RATIO: 0.02%
- 48. Great News!
- 50. Over Here
- 51. Over Here Website Attention/Ads Engagement Content importance
- 52. Mass Market Mainstream ✓ less uniqueness higher attention costs ✓ build for the Bought Media first time customer ✓ social if context Mild Over Here 5 Interest Attention Low Shout Loudly Interest 6
- 53. (customers perspective) Your Business 1 3 Industry Leader Extraordinary Members Prime Authority 2 Interesting 4 Smooth or Omnipresence Authority All Media Earned Media Mass 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 Shake 6 8
- 54. Niche or limited Audience Exclusive Owned Media Mild Interest 7 High 5 Advocacy Hand Shake Low Interest 8
- 55. Niche or limited Audience Exclusive Owned Media Mild Interest 7 High 5 Advocacy Hand Shake Low Interest 8
- 56. High 5
- 57. High 5 Services
- 58. High 5 Website Content Engagement Attention/Ads importance
- 59. High 5 Product
- 60. Niche or limited Audience Exclusive Owned Media Mild Interest 7 High 5 Advocacy Hand Shake Low Interest 8
- 61. Exclusive Hand Shake 8 Low Interest Advocacy
- 62. Exclusive Hand Shake 8 Low Interest Advocacy
- 63. Niche or limited Audience Exclusive ✓ sales utility Owned Media ✓ reputation mgt ✓ email marketing Mild Interest 7 High 5 Advocacy Hand Shake Low Interest 8
- 64. (customers perspective) Your Business 1 3 Industry Leader Extraordinary Members Prime Authority 2 Interesting 4 Smooth or Omnipresence Authority All Media Earned Media Mass 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 Shake 6 8
- 65. Now What? 1.Strategy 2.Design 3.Content, 4.Measure Interface, & Launch
- 66. Niall McKeown www.ionology.com nmckeown@ionology.com twitter:@niallmckeown