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By Niall McKeowntwitter: @niallmckeown
www.linkedin.com/in/niallmckeown
What’s Your 3.5” Marketing Strategy?
What is Strategy?
“A strategy is a plan of action designed to achieve a specific goal”
What is Digital Strategy?
“In the fields of strategic management, marketing strategy and business strategy, digital
strategy is the process of specifying an organization's vision, goals, opportunities and initiatives in order to maximize the business
benefits of digital marketing to the organization.”
“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”
Lean Innovation
Build
MeasureLearn
DevelopIdeas
Empirical Evidence
1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace
7. Tactics6. Market Move5. Market Position
KnowYourself Know Your
Customer
AvailableResources
TheMarketplace
Micro Analysis
Available Resources
Know Yourself Know Your Customer
TheMarketplace
1Vision,
Desires & Diagnosis
2Invention
Innovation&
Entrepreneurship
3MarketMove
Options
1Tasks/
Functions
2PerceivedDifference
and its Value
3EmotionalResponse & Loyalty
1Market Size
& Density(Direct & Indirect)
2FightingWeight
(if they are to be displaced)
3Whitespace
1Time
2Talents
3Cash
Micro Analysis
Micro Analysis
KnowYourself Know Your
Customer
AvailableResources
TheMarketplace
Micro AnalysisKnow
Yourself
Know Your Customer
AvailableResources
TheMarketplace
ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot(Passionate)
Macro Analysis
ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot(Passionate)
Macro Analysis
ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot(Passionate)
Macro Analysis
Cash
Inn
ovat
ion
The Market
The Market
Thought Leaders Ladder
Replication
Innovation
Invention
Iteration
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
B
B
1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace
7. Tactics6. Market Move5. Market Position
ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot(Passionate)
Macro Analysis
Cash
Inn
ovat
ion
ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
High 5 Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
Hot(Passionate)
Macro Analysis
Cash
3
Attention
Bought Media
Over Here
Macro Analysis
Bought MediaOver Here
Tactics
Bought MediaOver Here
Build
MeasureLearn
DevelopIdeas
Empirical Evidence
Testing Leap of Faith Assumptions
Testing Leap of Faith Assumptions
Testing Leap of Faith Assumptions
FREE SHIPPING
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.
Minimal Viable Product
1. Know Yourself 2. Know Customer 3. Resources 4. Marketplace
7. Tactics6. Market Move5. Market Position
www.ionology.com
