STRATEGIC POSITION
DIGITAL FORCE
Ionology Intelligence Report
OUT OF 100
Key Points
- Cosmetic – light digital marketing
- Not a digital player
- Struggling to get moving
Culture of Innovation
There’s no sign of innovation, yet.
>Stage 1: Barely a pulse<
Stage 2: Engaged
Stage 3: Creative
Stage 4: Innovative
Stage 5: Culture of innovation
Actions to Take
Get leaders, managers and decision makers to understand that ‘digital marketing’ isn’t enough to cut it in the digital economy. The business has to go beyond digitising.
1. Ionology Strategy Quadrant™
Recent References
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How This Business Describes Itself In The Digital Economy
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Analysis
This typically indicates that, in the digital world, this business hasn’t really got started yet. Cosmetic at best but no signs of acceleration or ability to displace a competitor, win customers or grab new white space.
How The Innovation Score is Calculated
The score is an examination of the digital footprint of the domain name and page entered.
It’s All About The Waves:
Every business that competes in the digital economy leaves a trace. Innovative businesses have a distinctly different digital footprint from those businesses that are simply ‘doing digital’.
Innovators produce waves. That is to say that when they publish their insights, industry and customers tend to talk and share the content more prolifically than they would if it was simply an opinion or a news story.
Innovations often create a series of echo conversations and engagements as the ideas spread.
2. Quadrant Definitions
Advocacy
Slow growth, low innovation, sales typically outbound or by recommendation
Attention
New customer typically come from paid media. Lack competitive advantage
Authority
Rapid growth, high innovation, sales typically inbound regardless of advertising
Prime
Market dominant. Innovative. Active and must defend market position
3. Score Your Competition (up to 3)
4. Growth Profile
GROWTH
Advocacy
Slow growth, low innovation, sales typically outbound or by recommendation
Attention
New customer typically come from paid media. Lack competitive advantage
Authority
Rapid growth, high innovation, sales typically inbound regardless of advertising
Prime
Market dominant. Innovative. Active and must defend market position
