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Ulster University Digital Marketing Lecture by Niall McKeown Nov 2016

A lecture on marketing and digital transformation for the MSc Marketing class of 2016.

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Ulster University Digital Marketing Lecture by Niall McKeown Nov 2016

  1. 1. Niall McKeown @niallmckeown
 Ulster University Lecture November 2016
  2. 2. What is strategy?
  3. 3. Strategy creates competitive advantage People and a culture of innovation sustains it Technology & Communications is the means by which it is delivered
  4. 4. how come…
  5. 5. Double Business in 18 Months
  6. 6. Zero to €4,000,000 in one year 50,000 co-collaborating
  7. 7. how come…?
  8. 8. 4 5 6 7 3 $ 1 ? 2 7 PRINCIPLES Know yourself ResourcesMarketplaceCustomers Market position Engine of growth Tactics THERE IS A FRAMEWORK FOR PLANNING ACTIONABLE STRATEGIES FOR INTERNATIONAL DIGITAL
  9. 9. CULTURAL HIERARCHY OF NEEDS
  10. 10. The Principle Disciplines Leading Digital Transformation Digital Transformation Communications Technology Leadership Technology Support Rapid
 Solution
 Builders Marketing Tactics Communications Leadership Short Term Management Leading Step
 Change
  11. 11. Crying baby Kitchen fire Some calls Interruptions Distractions Most calls Trivia Busy Work Browsing Planning Strategy Exercise
 Change Urgent Not Urgent ImportantNotImportant Put First Things First
  12. 12. 7 Principles of Digital Business Strategy Resources4 Market position 5 Engine of growth 6 Tactics7 Marketplace3 $ Know yourself 1 7 principles ? Customers2
  13. 13. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  14. 14. Ionology Digital Strategy Quadrant 0 25 50 75 100 M1 M2 M3 M4 M5 M6 Advocacy Attention Authority Prime © All Rights Reserved
  15. 15. 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) LENS LOCK [Ireland sport] Ionology Digital Strategy Quadrant
  16. 16. 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) LENS LOCK [UK/Sport] Ionology Digital Strategy Quadrant
  17. 17. 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) LENS LOCK [ Vertical or Geographic] Ionology Digital Strategy Quadrant Start Here > < Destination
  18. 18. 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
  19. 19. Resources Resources Time Talent Cash 4
  20. 20. 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
  21. 21. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  22. 22. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant Builder Story Teller Defender Scientist
  23. 23. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant StrategiestServicing Demand Price/Product People Opinion
  24. 24. 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
  25. 25. Ionology Digital Strategy Quadrant Yourself Diagnosis Strategic Ambition 1 Unique Value Proposition “We are the _______ in ______ for _____ because we do _______ better than anyone else” Only/Fastest Ireland Service/Product CONCREATE
  26. 26. 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
  27. 27. Ionology Digital Strategy Quadrant Market Competitors Proposition Force=ma 3 Customer Volume 2 Task Intent
  28. 28. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  29. 29. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  30. 30. 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) LENS LOCK [ ] Ionology Digital Strategy Quadrant
  31. 31. The Firefly Story
  32. 32. http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html
  33. 33. Transform from “doing digital” Digital Innovators
  34. 34. Digital 
 Innovator 
 Characteristics Digital Innovators Doing Digital Set destinations Set targets Create action based strategy and guiding policy Manage people against targets Sell the productSell the innovation Bolt it on to ‘business as usual’ Create capacity, capability and fund transformation Subjective decision making Outcomes based data driven decision making Articulate outcomes in terms of technology Constantly articulate the ‘human changed state’
  35. 35. Niall McKeown @niallmckeown
 Ulster University Lecture November 2016

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