The 7 principles of digital business strategy | Niall McKeown | iON

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This document discusses strategic digital business planning. It outlines 7 steps: 1) Know Yourself 2) Customers 3) Marketplace 4) Resources 5) Position 6) Engine of Growth 7) Tactics. It emphasizes understanding customers, positioning based on marketplace dynamics, and selecting an engine of growth such as innovation, cash flow, or building authority. Tactics then flow from the strategic positioning. The overall strategy advocates becoming a data-driven, customer-centric digital business that can pivot based on testing and learning.

Marketing

© 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 works
Sales based metrics
Push harder when times get
tougher

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

5. Position 6. Engine of Growth
Macro Analysis

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

0
25
50
75
100
M1 M2 M3 M4 M5 M6
Advocacy Attention Authority Prime
Typical Sales Proﬁle - Sector

cerebral
palsy
© All Rights Reserved iON Technologies Ltd.

Authority Tactics
Tactical Relationships
7. Tactics

Tactical Relationships
7. Tactics
Mile Markers >> Campaigns >>
Tactics >> Analytics >> Validated Learning

The 7 principles of digital business strategy | Niall McKeown | iON

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The 7 principles of digital business strategy | Niall McKeown | iON

5. Are you a business that does digital or are you a Digital Business?

6. 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 works Sales based metrics Push harder when times get tougher

7. 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

8. 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics

9. Micro Analysis Unique Value Proposition   & Aims Digital Marketplace Dynamics Time, Talent & Cash Customer Data Dynamics 2. Customers 3. Marketplace 4. Resources 1. Know Yourself

10. 1. Know Yourself 2. Customers 3. Marketplace 4. Resources Micro Analysis

11. 1. Know Yourself 2. Customers 3. Marketplace 4. Resources 5. Position 6. Engine of Growth 7. Tactics

12. 5. Position 6. Engine of Growth Macro Analysis

13. 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

14. 0 25 50 75 100 M1 M2 M3 M4 M5 M6 Advocacy Attention Authority Prime Typical Sales Proﬁle - Sector

15. 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

16. 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

17. 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

18. 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. Innovation Build & Defend

19. 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. Innovation Build & Defend Cash

20. 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. Innovation Build & Defend Cash

22.

23.

24. 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. SEO, PPC, Display

25. Authority Tactics Tactical Relationships 7. Tactics

26. Tactical Relationships 7. Tactics Mile Markers >> Campaigns >> Tactics >> Analytics >> Validated Learning

The 7 principles of digital business strategy | Niall McKeown | iON

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