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

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Enterprise Ireland
Enterprise Ireland

This document discusses strategic digital business planning. It outlines 7 steps: 1) Know Yourself 2) Customers 3) Marketplace 4) Resources 5) Position 6) Engine of Growth 7) Tactics. It emphasizes understanding customers, positioning based on marketplace dynamics, and selecting an engine of growth such as innovation, cash flow, or building authority. Tactics then flow from the strategic positioning. The overall strategy advocates becoming a data-driven, customer-centric digital business that can pivot based on testing and learning.

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© All Rights Reserved iON Technologies Ltd. What is strategy?
© All Rights Reserved iON Technologies Ltd. How?
© All Rights Reserved iON Technologies Ltd.
Are you a business that does digital or are you a Digital Business?
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
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
1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
Micro Analysis Unique Value Proposition 
 & Aims Digital Marketplace Dynamics Time, Talent & Cash Customer Data Dynamics 2. Customers 3. Marketplace 4. Resources 1. Know Yourself
1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis
1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
5. Position 6. Engine of Growth Macro Analysis
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
0 25 50 75 100 M1 M2 M3 M4 M5 M6 Advocacy Attention Authority Prime Typical Sales Profile - Sector
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
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
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
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
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
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
cerebral palsy © All Rights Reserved iON Technologies Ltd.
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
Authority Tactics Tactical Relationships 7. Tactics
Tactical Relationships 7. Tactics Mile Markers >> Campaigns >> Tactics >> Analytics >> Validated Learning
© All Rights Reserved iON Technologies Ltd. How?
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

  • 1.
  • 2. © All Rights Reserved iON Technologies Ltd. What is strategy?
  • 3. © All Rights Reserved iON Technologies Ltd. How?
  • 4. © All Rights Reserved iON Technologies Ltd.
  • 5. Are you a business that does digital or are you a Digital Business?
  • 6. 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
  • 7. 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
  • 8. 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  • 9. Micro Analysis Unique Value Proposition 
 & Aims Digital Marketplace Dynamics Time, Talent & Cash Customer Data Dynamics 2. Customers 3. Marketplace 4. Resources 1. Know Yourself
  • 10. 1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis
  • 11. 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics
  • 12. 5. Position 6. Engine of Growth Macro Analysis
  • 13. 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
  • 14. 0 25 50 75 100 M1 M2 M3 M4 M5 M6 Advocacy Attention Authority Prime Typical Sales Profile - Sector
  • 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. Cash Innovation
  • 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
  • 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. 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
  • 21. cerebral palsy © All Rights Reserved iON Technologies Ltd.
  • 22.
  • 23.
  • 24. 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
  • 26. Tactical Relationships 7. Tactics Mile Markers >> Campaigns >> Tactics >> Analytics >> Validated Learning
  • 27. © All Rights Reserved iON Technologies Ltd. How?