online strategy niall_ion-marketing_april2010
DESCRIPTION
How to Create an Online Marketing Strategy - Athlone 22.04.10TRANSCRIPT
Niall McKeownCommercial Director
twitter.com/niallmckeownfacebook.com/niallmckeown
Marketing is the art of telling stories
Selling is overcoming objections
commodity vs value proposition
The Importance of an Online Marketing Strategy
architect vs builder
Strategy
architect vs builder
Strategy
architect vs builder
Strategy
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Design Winner or Relevance Winner?
Design Winner or Experience Winner?
Design Winner or Structure Winner?
Design Winner or Content Winner?
Design Winner or Usability Winner?
Best Practice
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Getting Attention
Paying Attention
Website Content Website Design
Email Marketing Pay Per Click
Social Media SEO
Blogging Display Ads
Online PR Affiliate Marketing
Viral Campaigns Accidental Viral
The cost of relationships
• Ad in business magazine - €500
• Readers - 10,000
• Remember Ad = 700
• Act on call-to-action 2% = 14 people
• €35.71 per persons attention
★A written marketing/communications strategy
★Objectives
★Social media engagement policy
★List building strategy
★Resource requirements and role definitions
★Publishing schedule
★Points of integration
★Measurable outputs; Audience, Engagement, Loyalty, Influence, Action
★Published review calendar
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Measuring Your Online Marketing Success
Online Reputation & Social Media
Online Reputation & Social Media
Creating Influence
Connectors Mavens Sales Men
Conclusions
4
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3
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4
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