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The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
The 7 principles of digital business strategy | Niall McKeown | iON
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The 7 principles of digital business strategy | Niall McKeown | iON

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Enterprise Ireland - eMarketing Event - Athlone - March 2014

Enterprise Ireland - eMarketing Event - Athlone - March 2014

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  • 1. © All Rights Reserved iON Technologies Ltd. What is strategy?
  • 2. © All Rights Reserved iON Technologies Ltd. How?
  • 3. © All Rights Reserved iON Technologies Ltd.
  • 4. Are you a business that does digital or are you a Digital Business?
  • 5. Digital Business Doing DigitalData Driven Strategically directed Truly customer centric Ability to Pivot Test & Learn Culture Outcome based metrics Strive for “likes” Creatively directed Website centric Do what we think works Sales based metrics Push harder when times get tougher
  • 6. Digital Business Doing Digital Data Driven Strategically directed Truly customer centric Ability to Pivot Test & Learn Culture Outcome based metrics Strive for “likes” Creatively directed Website centric Push harder when times get tougher Do what we think works Sales based metrics
  • 7. 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  • 8. Micro Analysis Unique Value Proposition 
 & Aims Digital Marketplace Dynamics Time, Talent & Cash Customer Data Dynamics 2. Customers 3. Marketplace 4. Resources 1. Know Yourself
  • 9. 1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis
  • 10. 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  • 11. 5. Position 6. Engine of Growth Macro Analysis
  • 12. Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Cash Innovation
  • 13. 0 25 50 75 100 M1 M2 M3 M4 M5 M6 Advocacy Attention Authority Prime Typical Sales Profile - Sector
  • 14. Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Cash Innovation
  • 15. Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Cash Innovation
  • 16. Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Cash Innovation
  • 17. Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Innovation Build & Defend
  • 18. Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Innovation Build & Defend Cash
  • 19. Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. Innovation Build & Defend Cash
  • 20. cerebral palsy © All Rights Reserved iON Technologies Ltd.
  • 21. Engine of Growth 5. Position 6. Engine of Growth Exclusive Niche ! or limited Audience Mass MarketMainstream Warm! (Comforted) Mild! (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot! (Passionate) © All Rights Reserved iON Technologies Ltd. SEO, PPC, Display
  • 22. Authority Tactics Tactical Relationships 7. Tactics
  • 23. Tactical Relationships 7. Tactics Mile Markers >> Campaigns >> Tactics >> Analytics >> Validated Learning
  • 24. © All Rights Reserved iON Technologies Ltd. How?

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