Ulster University Digital Marketing Lecture by Niall McKeown Nov 2016
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1. Strategy creates competitive advantage, while a culture of innovation sustains it. Technology and communications deliver strategy. 2. The document discusses digital business strategy and transformation. It presents frameworks for planning actionable strategies, including the Ionology Digital Strategy Quadrant. 3. Key aspects of digital strategy addressed include resources, customers, market position, and tactics to achieve goals like doubling business in 18 months or growing to €4,000,000 in one year.
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Ulster University Digital Marketing Lecture by Niall McKeown Nov 2016
- 1. Niall McKeown @niallmckeown Ulster University Lecture November 2016
- 3. Strategy creates competitive advantage People and a culture of innovation sustains it Technology & Communications is the means by which it is delivered
- 4. how come…
- 5. Double Business in 18 Months
- 6. Zero to €4,000,000 in one year 50,000 co-collaborating
- 7. how come…?
- 13. 4 5 6 7 3 $ 1 ? 2 7 PRINCIPLES Know yourself ResourcesMarketplaceCustomers Market position Engine of growth Tactics THERE IS A FRAMEWORK FOR PLANNING ACTIONABLE STRATEGIES FOR INTERNATIONAL DIGITAL
- 14. CULTURAL HIERARCHY OF NEEDS
- 15. The Principle Disciplines Leading Digital Transformation Digital Transformation Communications Technology Leadership Technology Support Rapid Solution Builders Marketing Tactics Communications Leadership Short Term Management Leading Step Change
- 16. Crying baby Kitchen fire Some calls Interruptions Distractions Most calls Trivia Busy Work Browsing Planning Strategy Exercise Change Urgent Not Urgent ImportantNotImportant Put First Things First
- 17. 7 Principles of Digital Business Strategy Resources4 Market position 5 Engine of growth 6 Tactics7 Marketplace3 $ Know yourself 1 7 principles ? Customers2
- 18. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
- 19. Ionology Digital Strategy Quadrant 0 25 50 75 100 M1 M2 M3 M4 M5 M6 Advocacy Attention Authority Prime © All Rights Reserved
- 20. 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) LENS LOCK [Ireland sport] Ionology Digital Strategy Quadrant
- 21. 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) LENS LOCK [UK/Sport] Ionology Digital Strategy Quadrant
- 22. 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) LENS LOCK [ Vertical or Geographic] Ionology Digital Strategy Quadrant Start Here > < Destination
- 23. Ionology Digital Strategy Quadrant Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
- 25. Ionology Digital Strategy Quadrant Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
- 26. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
- 27. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant Builder Story Teller Defender Scientist
- 28. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant StrategiestServicing Demand Price/Product People Opinion
- 29. Ionology Digital Strategy Quadrant Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
- 30. Ionology Digital Strategy Quadrant Yourself Diagnosis Strategic Ambition 1 Unique Value Proposition “We are the _______ in ______ for _____ because we do _______ better than anyone else” Only/Fastest Ireland Service/Product CONCREATE
- 31. Ionology Digital Strategy Quadrant Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
- 32. Ionology Digital Strategy Quadrant Market Competitors Proposition Force=ma 3 Customer Volume 2 Task Intent
- 33. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
- 34. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
- 35. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
- 47. Transform from “doing digital” Digital Innovators
- 48. Digital Innovator Characteristics Digital Innovators Doing Digital Set destinations Set targets Create action based strategy and guiding policy Manage people against targets Sell the productSell the innovation Bolt it on to ‘business as usual’ Create capacity, capability and fund transformation Subjective decision making Outcomes based data driven decision making Articulate outcomes in terms of technology Constantly articulate the ‘human changed state’
- 49. Niall McKeown @niallmckeown Ulster University Lecture November 2016