There is a method for creating a high performance digital business strategy. It is to use the 7 Principles of Digital Business Strategy framework by www.ionology.com

1. iONOLOGY
Niall McKeown

2. Digital Business Transformation
iONOLOGY

3. iONOLOGYiONOLOGY

4. iONOLOGY
Fire Fighting
Process
Operational
Effectiveness
Strategy
Education
Innovation
‘Doing’ more
than ‘thinking’
Simplifying tasks
Vision, purpose
& leadership
Management. Automation.
Doing more with less
Building on theory
and practice
Ideas turned
into money
Excellence
6 Steps to Business Excellence

5. iONOLOGY

6. iONOLOGY
© All Rights Reserved iON Technologies Ltd.
What is Strategy?
iONOLOGY

7. iONOLOGY
What is Strategy?
“A strategy is a plan of action designed to
achieve a specific goal, in conditions of
uncertainty, with defined limited resources”
iONOLOGY

8. iONOLOGY
What is Digital Strategy?
“In the fields of strategic management, marketing
strategy and business strategy, digital strategy is
the process of specifying an organization's vision,
goals, opportunities and initiatives in order to
maximize the business benefits of digital
marketing to the organization.”
iONOLOGY

9. iONOLOGY
What is Digital Strategy?
“Strategy comes from identifying one or two
critical issues in the situation – the pivotal
points that can multiply the effectiveness of
effort – then focusing and concentrating
action and resources on them”
2011 Financial Times and
Goldman Sachs Business
Book of the Year
iONOLOGY

10. iONOLOGY
Diagnosis
Coherent
Action
Guiding
Policy
Strategy Kernel
© All Rights Reserved iON Technologies Ltd.
iONOLOGY

11. iONOLOGY
We Define Digital Business Strategy As…
“Digital Business Strategy is the systematic process of
diagnosing and eliminating near term challenges using
technology, in order to progress a business towards its
stated vision.
The 7 Principles of Digital Business Strategy is the most
efficient and comprehensive process available to ensure
actions are indeed strategic and not just tactical”
iONOLOGY

12. iONOLOGY

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

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

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

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

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

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

19. iONOLOGY
5. Position 6. Engine of Growth
Macro Analysis

20. iONOLOGY
© All Rights Reserved iON Technologies Ltd.
What’s Your Online
Engine of Growth?
5. Position 6. Engine of Growth
iONOLOGY

21. iONOLOGY
Engine of Growth
5. Position 6. Engine of Growth
© All Rights Reserved iON Technologies Ltd.
1 2
3 4
Attract: Peer review, people sharing our
content
Attract: As the biggest online provider in
‘our world’ people find us by brand
Attract: Word of mouth, sales reps and a
host of other efforts
Attract: Google ads and other paid for
channels
Behaviour: Blogs, insights and opinions
Behaviour: To complete a top task
Behaviour: Contact us and about us Behaviour: Looking at our products/service
Purpose: To be seen as a thought leader
Purpose: To grow our digital business
through automation, engagement and
leadership
Purpose: Our website supports our sales staff
and other sales efforts
Purpose: To sell our product/service
Analytics: Strategically we want to be
referenced more than anyone else
Analytics: Strategically we want to defend
channels while commercialising inventions
Analytics: We aren’t using analytics in
decision making just yet
Analytics: Lowering Cost Per Acquisition is
our main strategic aim
Select The Statement Most Suited To Your Business

22. iONOLOGY
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.
Over Here
Industry Leader
SmoothOmnipresence
Members
Shout LoudlyHand Shake
High 5

23. iONOLOGY
Campaign
1
Campaign
2
Campaign
3
Campaign
4
5. Position 6. Engine of Growth
© All Rights Reserved iON Technologies Ltd.
Warm!
(Comforted)
Mild!
(Informed)
5
1
Authority
Advocacy
Mile Marker 2
Mile Marker 3
Mile Marker 1
Mile Marker 4

24. iONOLOGY
© All Rights Reserved iON Technologies Ltd.
Strategy Delivery
Software
iONOLOGY

25. iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY

26. iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY

27. iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY

28. iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY

29. iONOLOGY
How We Do It…
© All Rights Reserved iON Technologies Ltd.
iONOLOGY

30. iONOLOGY
© All Rights Reserved iON Technologies Ltd.
Case Study
iONOLOGY
5. Position 6. Engine of Growth

31. iONOLOGY

32. iONOLOGY

33. © All Rights Reserved iON Technologies Ltd.
How?

34. © All Rights Reserved iON Technologies Ltd.
Mild!
(Informed)
Cold
(Rational)
1
4
Advocacy
Persona Planning & Website
Design
Process
Tools
Training
Tactics
Resolve Channel Conflict
Peer Review Engagement
& planning
Therapist Induction
Blogger Outreach
Large scale vision/
execution content plan
Demand Tests
Propensity to purchase
Production Size Demand
Technology Choices
Video case studies
Setup Basecamp & Move
Staff Training & Culture

35. iONOLOGY

36. iONOLOGY

37. iONOLOGY

38. iONOLOGY

39. iONOLOGY

40. iONOLOGY

41. iONOLOGY

42. iONOLOGY

43. iONOLOGY

44. iONOLOGY

45. iONOLOGY

46. iONOLOGY

47. iONOLOGY

48. iONOLOGY

49. iONOLOGY

50. iONOLOGY

51. iONOLOGY

52. iONOLOGY