Digital strategies for international markets | Niall McKeown
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Transcript of Digital strategies for international markets | Niall McKeown
Niall McKeown www.ionology.com
@niallmckeown
Digital Transformation Experts
This presentation is Copyright. All materials belong to the presenter and can not be used without express written consent (c)
Digital Strategies for International Markets
Digital Transformation Experts
We help organisations discover what it takes to deliver maximum results in international markets
Strategy creates competitive advantage
WHAT WE BELIVE
People and a culture of innovation sustains it
Technology & Communications is the means by which it is delivered
Digital Innovator
Digital Innovators Doing Digital
Set destinations Set targets
Build communications upon innovations Spin stories into content
Drive salesDrive cultural evolution
Pulled by latest technology trends
Push technology to overcome strategic challenges
Strive for “likes”Data driven decision
making
Digitise existing servicesSeek to invent, disrupt and improve
The Principle Disciplines Leading Digital Transformation
DigitalTransformation
Communications Technology
Lead
ersh
ip
Technology Support
RapidSolutionBuilders
Marketing Tactics
Communications Leadership
Short Term Management
Leading StepChange
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= DIGITAL TRANSFORMATION
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
Put First Things First
7 Principles of Digital Business Strategy
Resources4
Marketposition
5 Engineof growth
6 Tactics7
Marketplace3
$
Knowyourself
17 principles
?
Customers2
Books/Gap Analysis/E-Learning/Courses/Concultancy
Digital Transformation Training
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)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
Ionology Digital Strategy Quadrant
0
25
50
75
100
M1 M2 M3 M4 M5 M6
Advocacy Attention Authority Prime
© All Rights Reserved
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)
LENS LOCK [Ireland GAA]
Ionology Digital Strategy Quadrant
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)
LENS LOCK [UK]
Ionology Digital Strategy Quadrant
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)
LENS LOCK [ Vertical or Geographic]
Start Here >
< Destination
Ionology Digital Strategy Quadrant
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)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
Builder
Story Teller Strategiest
Scientist
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)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
StrategiestServicing Demand
Price/Product
Opinion
People
Ionology Digital Strategy Quadrant
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
Pains (context)Pain Relievers!
Gain Creators" Pleasures♥
$Message Map
TasksProductsService %& '
Customer(You
)
Value Proposition Canvas
$ 15 Second Message Map
Their Pain
Our Pain Reliever
Additional Gain CreatorsTheir Pleasure
Their Jobs Done
Our Product
Message Map
Ionology Digital Strategy Quadrant
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
Ionology Digital Strategy Quadrant
Market
Competitors
Proposition
Force=ma
3Customer
Volume
2
Task
Intent
Ionology Digital Strategy Quadrant
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
Ionology Digital Strategy Quadrant
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
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)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
Advocacy Based Selling
Sales Lead Gen
Sales Lead Convert
Sales Management
*+ , -.
Advocacy Marketing
/01
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)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
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)
LENS LOCK [ ]
Ionology Digital Strategy Quadrant
http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html
Digital Transformation Experts
We help organisations discover what it takes to deliver maximum results in international markets
• 8 to 12 Weeks • Plan of Action • Targeted Collateral That Matches Market Play • 50% Enterprise Ireland Funded