Enterprise Ireland - eMarketing Event - Kilkenny - June 2014

1. Niall McKeown
@niallmckeown
iONOLOGY
7 Principles of Digital Business Strategy

2. Attribution-NonCommercial-NoDerivatives 4.0 International
iONOLOGY

3. Customer focused
Mirrors what the business
does
Customer co-create
Digital Business Doing Digital
Transforming business
culture and practice
Merging of technology and
marketing
The Management Gives
Pointers & Encouragement
Strive for “likes”
Push harder when times get
tougher
Use Modern Digital Strategy
Frameworks
Data Driven
Ability to Pivot
© All Rights Reserved iON Technologies Ltd.
Creates market disruption

4. iONOLOGY
Digital Business Transformation
Digital DNA!
(Culture)
Digital Business Strategy
Agile Innovation
Digital Capabilities!
(Education)
Tactical Response

5. 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

6. 100% Growth In 12 Months
Didn’t Change What they Do!

8. Niall McKeown
@niallmckeown
www.ionology.com
iONOLOGY
7 Principles of Digital Business Strategy