Profiting Through Digital Transformation | Niall McKeown | iONOLOGY

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

05040302

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

17

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