© 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 Cult...
Digital Business Doing Digital
Data Driven
Strategically directed
Truly customer centric
Ability to Pivot
Test & Learn Cul...
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...
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!
(Comfor...
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!
(Comfor...
Engine of Growth
5. Position 6. Engine of Growth
Exclusive
Niche !
or limited Audience Mass MarketMainstream
Warm!
(Comfor...
Engine of Growth
5. Position 6. Engine of Growth
Exclusive
Niche !
or limited Audience Mass MarketMainstream
Warm!
(Comfor...
Engine of Growth
5. Position 6. Engine of Growth
Exclusive
Niche !
or limited Audience Mass MarketMainstream
Warm!
(Comfor...
Engine of Growth
5. Position 6. Engine of Growth
Exclusive
Niche !
or limited Audience Mass MarketMainstream
Warm!
(Comfor...
Engine of Growth
5. Position 6. Engine of Growth
Exclusive
Niche !
or limited Audience Mass MarketMainstream
Warm!
(Comfor...
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!
(Comfor...
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
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

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

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