the 7 principles of digital business strategy | niall mckeown | ion

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What is strategy?

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How?

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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 worksSales 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 Growth5. Position 6. Engine of Growth

ExclusiveNiche !

or limited Audience Mass MarketMainstream

Warm!(Comforted)

Mild!(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot!(Passionate)

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Cash

Inno

vatio

n

0

25

50

75

100

M1 M2 M3 M4 M5 M6

Advocacy Attention Authority Prime

Typical Sales Profile - Sector

Engine of Growth5. Position 6. Engine of Growth

ExclusiveNiche !

or limited Audience Mass MarketMainstream

Warm!(Comforted)

Mild!(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot!(Passionate)

© All Rights Reserved iON Technologies Ltd.

Cash

Inno

vatio

n

Engine of Growth5. Position 6. Engine of Growth

ExclusiveNiche !

or limited Audience Mass MarketMainstream

Warm!(Comforted)

Mild!(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot!(Passionate)

© All Rights Reserved iON Technologies Ltd.

Cash

Inno

vatio

n

Engine of Growth5. Position 6. Engine of Growth

ExclusiveNiche !

or limited Audience Mass MarketMainstream

Warm!(Comforted)

Mild!(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot!(Passionate)

© All Rights Reserved iON Technologies Ltd.

Cash

Inno

vatio

n

Engine of Growth5. Position 6. Engine of Growth

ExclusiveNiche !

or limited Audience Mass MarketMainstream

Warm!(Comforted)

Mild!(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot!(Passionate)

© All Rights Reserved iON Technologies Ltd.

Inno

vatio

n

Build & Defend

Engine of Growth5. Position 6. Engine of Growth

ExclusiveNiche !

or limited Audience Mass MarketMainstream

Warm!(Comforted)

Mild!(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot!(Passionate)

© All Rights Reserved iON Technologies Ltd.

Inno

vatio

n

Build & Defend

Cash

Engine of Growth5. Position 6. Engine of Growth

ExclusiveNiche !

or limited Audience Mass MarketMainstream

Warm!(Comforted)

Mild!(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot!(Passionate)

© All Rights Reserved iON Technologies Ltd.

Inno

vatio

n

Build & Defend

Cash

cerebral palsy

© All Rights Reserved iON Technologies Ltd.

Engine of Growth5. Position 6. Engine of Growth

ExclusiveNiche !

or limited Audience Mass MarketMainstream

Warm!(Comforted)

Mild!(Informed)

Cold (Rational)

Customer Volume

How Customer Perceives Your Business

6

5 7

31

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

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How?