profiting through digital transformation | niall mckeown | ionology
TRANSCRIPT
Niall McKeownwww.ionology.com
Digital Transformation Experts
Digital Strategies for International Markets
1999 2007 2010 2015
Our Own Transformation Journey
What Makes Highly Effective Marketing?
๏ Be Proactive
๏ Begin with the End in Mind
๏ Put First Things First
๏ Think Win-Win
๏ Seek First to Understand, Then to be Understood
๏ Synergize
๏ Sharpen the Saw
Crying baby Kitchen fire Some calls
Interruptions Distractions Most calls
Trivia Busy Work Browsing
Planning Strategy Exercise Change
Urgent Not Urgent
Impo
rtant
Not
Impo
rtant
What Makes Highly Effective Marketing?
6
The Principle Disciplines Leading Digital Transformation
Tom Goodwin
In 2015 Uber, the world's largest taxi company owns no vehicles, Facebook the world’s most popular media owner creates no content, Alibaba, the most valuable retailer has no inventory and Airbnb the world's largest accommodation provider owns no real estate. Something interesting is happening........
The Measure of Intelligence Is The Ability To Change
What is Digital Transformation?
What is Digital Transformation?
Accountancy
“Using social media to better connect…”
Websites, e-Commerce or “Customer Portals”
Engaging Customers by Digital Marketing
The Implementation of Technology
Digitisation of Existing Services
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01
What is Digital Transformation?NOT
^
What is Digital Transformation?
Digital Transformation
What is Digital Transformation?
DigitalThe word “digital” is a synonym for the pace of change
that’s occurring in today’s world, driven by the rapid adoption of technology.
TransformationHow an organisation is built to change, innovate and reinvent rather than simply enhance and support the
traditional methods.
The Principle Disciplines Leading Digital Transformation
DigitalTransformation
Marketing Technology
Lead
ersh
ip
๏ Marketing Operatives๏ Marketing Leaders
๏ Seek Marginal Gains๏ Lead Step Change Through Strategy
๏ Infrastructure Guys๏ Rapid Business Solutions
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Digital Innovator
Characteristics
Digital Innovators Doing DigitalTransform organisational
culture and practiceMerging of technology and marketing
Actively co-create/invent new stuff with customers
“customer focused” website
Use processes to reduce error and risk
Use process to free up time for innovation
Leaders give pointers & encouragement
Leaders give specific direction & control risk
Strive for “likes”Strive to resolve strategic challenges
Digitise existing servicesSeek to invent, disrupt and improve
Yourself
Citizen
Market
Resources Mile Marker Projects Tasks
Diagnosis
Strategic Ambition
Value Prop
Alternatives/Essential
Proposition
Force=ma
Volume
Task
Intent
Time
Talent
Cash
1 3
2 4
5 6
7
Digital Business Strategy Board
Micro Analysis
Yourself
Citizen
Market
Resources Mile Marker Projects Tasks
Diagnosis
Strategic Ambition
Value Prop
Alternatives/Essential
Proposition
Force=ma
Volume
Task
Intent
Time
Talent
Cash
1 3
2 4
5 6
7
Digital Business Strategy Board
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)
๏Assisting Sales Effort๏Traffic > People/About Us๏Low Social Engagement๏(i)Email + (ii)PPC
Digital Strategy Quadrant
๏Drives Sales via Search๏Traffic > Product & Price๏Low Social Engagement๏(i) PPC/SEO + (ii) Email
๏Recognised DIGITAL Brand๏Traffic > Referral/Social ๏High Social Syndication๏(i)Blogging (ii) Online PR
๏Online Market Leader๏Traffic Volume High๏Low Social Progress๏Aquire Authorities & Defend Attention Seekers
0
25
50
75
100
M1 M2 M3 M4 M5 M6
Advocacy Attention Authority Prime
© All Rights Reserved
Digital Strategy Quadrant Business Growth Profiles
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)
๏Assisting Sales Effort๏Traffic > People/About Us๏Low Social Engagement๏(i)Email + (ii)PPC
Digital Strategy Quadrant
๏Drives Sales via Search๏Traffic > Product & Price๏Low Social Engagement๏(i) PPC/SEO + (ii) Email
๏Recognised DIGITAL Brand๏Traffic > Referral/Social ๏High Social Syndication๏(i)Blogging (ii) Online PR
๏Online Market Leader๏Traffic Volume High๏Low Social Progress๏Aquire Authorities & Defend Attention Seekers
Cash
Inno
vatio
n
Disrupt | Aquire
Digital Transformation Experts
100% Growth 12 Months Zero - €8,000,000 Revenues18 Months
€Millions InvestmentClear Value Proposition
Niall McKeownwww.ionology.com
Digital Transformation Experts
Digital Strategies for International Markets