the 7 principles of digital business strategy | niall mckeown | ion
DESCRIPTION
Enterprise Ireland - eMarketing Event - Athlone - March 2014TRANSCRIPT
© 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 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)
© All Rights Reserved iON Technologies Ltd.
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
© All Rights Reserved iON Technologies Ltd.
How?
