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High Performance Digital Strategy | Niall McKeown | iON

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High Performance Digital Marketing Strategy Faux Strategy, Simple Strategy & High Performance Digital Strategy: The Difference and Why it Matters By Niall McKeown twitter: @niallmckeown
What is Strategy? “A strategy is a plan of action designed to achieve a specific goal”
What is Strategy? “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? Guiding Policy Coherent Diagnosis Action
What’s Not Strategy?
What’s Not Strategy? “We shall increase our Operational “We shall use social sales by 20% Effectiveness media to better We will increase our service our clients” page impressions by 10,000 per month” !
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 Know Yourself Available Resources
Critical Issue Booking.com vs Own Site Facebook Twitter LinkedIn Pintrest Pay Per Click Advertising Website Design Display Advertising Email Marketing Search Engine Optimisation Third Party Sites Own Booking Engine (e.g. booking.com)
B
B
Farmedia
Clinical Trial Supply News Clinical Technologies Login Analytical Services Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery Commercial Services API Dev Manufacture Events Resource Centre Sitemap QB Premium 0 1 2 3 4 Visitor Traffic Oct 2011
Careers About & Contact Clinical Trial Supply News Clinical Technologies Login Analytical Services Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery Commercial Services API Dev Manufacture Events Resource Centre Sitemap QB Premium 0 17.5 35 52.5 70 Visitor Traffic Oct 2011
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

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High Performance Digital Strategy | Niall McKeown | iON

  • 1. High Performance Digital Marketing Strategy Faux Strategy, Simple Strategy & High Performance Digital Strategy: The Difference and Why it Matters By Niall McKeown twitter: @niallmckeown
  • 2.
  • 3. What is Strategy? “A strategy is a plan of action designed to achieve a specific goal”
  • 4. What is Strategy? “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
  • 5. What is Strategy? Guiding Policy Coherent Diagnosis Action
  • 7. What’s Not Strategy? “We shall increase our Operational “We shall use social sales by 20% Effectiveness media to better We will increase our service our clients” page impressions by 10,000 per month” !
  • 8. 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
  • 9. Strategy Trippy Uppy Know Yourself Available Resources
  • 10.
  • 11.
  • 12. Critical Issue Booking.com vs Own Site Facebook Twitter LinkedIn Pintrest Pay Per Click Advertising Website Design Display Advertising Email Marketing Search Engine Optimisation Third Party Sites Own Booking Engine (e.g. booking.com)
  • 13.
  • 14. B
  • 15. B
  • 16.
  • 18. Clinical Trial Supply News Clinical Technologies Login Analytical Services Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery Commercial Services API Dev Manufacture Events Resource Centre Sitemap QB Premium 0 1 2 3 4 Visitor Traffic Oct 2011
  • 19. Careers About & Contact Clinical Trial Supply News Clinical Technologies Login Analytical Services Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery Commercial Services API Dev Manufacture Events Resource Centre Sitemap QB Premium 0 17.5 35 52.5 70 Visitor Traffic Oct 2011
  • 20. Attribution Modeling First Click Linear Last Click Position Based Time Decay
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. 1% Conversion Rate •220 Clicks •€138 •With 1% conversion = 2 sales = €69 per sale
  • 28. Background Cot Mattress is the dominant search term used in the UK.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. High Performance Digital Marketing Strategy By Niall McKeown @niallmckeown nmckeown@ionology.com