Index
Acceleration, for digital business, 86
Adidas, 58
Advanced Consumer Safety Predictive Intake Modeling, 51
Advertising driven business. See Attention-driven business
Amazon, xviii
definition of, 20
digitized economy, importantance in, 31
setting our ambition, 33
strategic, 31
Armagh City and District Council (AC DC), 31
Artificial intelligence, 1
Attention-driven business, 70, 75–76
Authority businesses, 70, 74–75
Blogging, 75
Bureaucratic thinking, 54
Business leaders, xii
Business start-ups, xii
advocacy to authority, 108
competitors, displacing, 109
content that spreads, 110
delivery of vision, 108
involve the community, 110
leadership, 109
niches, creating, 109
opinion, 109
unique value proposition, 108
Certification Europe, case study, 48–50
Chartered management institute (CMI), xiv
Chief finance officer (CFOs), 1
Chief information officers (CIOs), xiii, 1
Chief marketing officers (CMOs), xiii, 1
Chief technology officer (CTOs), 1
Christensen, Clayton M., xv, 2
Clustered regularly interspaced short palindromic repeats (CRISPR) technique, xx
Competency
characteristics of role and issues of, 55
competency set, 54
“Competition” principle, of digital business strategy, 21–22, 57–62
around digital customer dynamics, 58
view of marketplace dynamics, updating, 58
Concrete Obtainable Unique Rational Actionable Gaugeable Explicit (COURAGE), 40
Conventional wisdom, 42
Creme Global, case study, 51–55
C Suite, 1
“Current position” principle, of digital business strategy, 24, 63–77
attention-driven business, 70, 75–76
authority businesses, 70, 74–75
quadrant to visualize different positions, 24
Customer relationship management (CRM), 88, 100, 101
Customer volume
Day, George, 4
Design School (D-School) thinking, 91
“Diffusion of Innovation” model, 39
current marketing thinking, xiii–xiv
marketing-oriented, xiii
Digital business strategy
digital transformation, change blocks of, 3–8
distinguishing characteristics, 1–2
interwoven tactics, 9
operational effectiveness, 9
Digital marketplace dynamics, 21–22
Digital modeling frameworks, 123
Digital transformation, xiv
adaptive capabilities, 4
bedrock of model, 4
degree of efficiency, 7
sustainable competitive advantage, 4
Digitized marketing environment, 53, 54
Disney, Walt, 17
Display advertising, 103
Disruptive innovation, xv
Dominant industry player. See Prime business
Early participation therapy, 116
e-commerce businesses, 57
e-commerce template, 89
e-commerce works, 57
Education strategy, 7
Effectual reasoning, 60
Elnatan, Debbie, 120
E-mail marketing, 99
Energy efficiency, 107
“Engagement pyramid”, creating, 61
“Engine of growth” principle, of digital business strategy, 24–25, 79–93
Enterprise resource planning (ERP), 100
Entrepreneurial thinking, 23
External analysis, of digital business strategy, 23–25
Family involved participation, 116
Financial strategy, 7
Fosbury, Dick, xv
“Fosbury Flop” technique, xv, xvi
Genomics, xx
Global Positioning System (GPS), 68
“Goods and Stuff” business, xxiii
Google, xvii–xviii, 21, 51, 60–61
Google Adwords, 43, 45, 48–50, 85
Graphene, xx
Growth hacking, 12
IBM, 104
Information technology (IT) strategy, 7
Internal analysis, of digital business strategy, 19–23
International Organization for Standardization (ISO), 48
Interwoven tactics, 9
Johnson, Spencer, 57
Junior marketers, 6
Key Performance Indicators (KPI), 7
“Keyword Planner”, 85
“Know your customer” principle, of digital business strategy, 20–21, 41–55
unique value proposition, development of, 41–42
“Know yourself” principle, of digital business strategy, 29–40
diagnosis, 19
unique value proposition, 19, 34–37
Leadership, 109
Lemonade principle, 62
LinkedIn, 3
Majestic, growth of, 80, 82–84
Management and leadership network (MLN), xiv
Managerial competencies, 52
Marketing strategy, 7
Marketplace volume, 42
Neumeier, Marty, 36
“New Competitor” business, xxii
New product development (NPD), 54
Nike, 58
Operational effectiveness, 9
Organizational culture, 53
Organizational disruption, xv
“Outside-in” perspective, 23
Pay-Per-Click advertising (PPC), 33, 103
PESTEL tool, 4
Procter & Gamble, 61
Product, price, place, and promotion (Ps), of marketing, 102
Public relations (PR), 75
Quantum dots, xx
Recruitment strategy, 7
Remarketing, 103
“Resources” principle, of digital business strategy, 22–23, 95–112
deliberate agile innovation, focused cycles of, 106
Ionology quadrant, 98
lack of resources, 23
typical growth profiles, 97
Sales strategy, 7
Sandra, 12
Search Engine Optimization (SEO), 45, 82, 103
Segmentation, 54
Seven principles, of digital business strategy
“competition” principle, 21–22, 57–62
“current position” principle, 24, 63–77
“engine of growth” principle, 24–25, 79–93
“know your customer” principle, 20–21, 41–55
“know yourself” principle, 19–20, 29–40
“resources” principle, 22–23, 95–112
“tactics” principle, 25
Strategic ambition
defintion of, 31
fundamental characteristics of, 32
Strategy
education, 7
financial, 7
information technology (IT), 7
innovation, 7
marketing, 7
misunderstanding of, 11
recruitment, 7
sales, 7
SWOT analysis, 4
Tactics, 8
“Tactics” principle, of digital business strategy, 25
Talent, definition of, 87
Talent intensive plans, 23
Targeting and positioning (STP), 54
Technology-enabled process, 2
causes disruption to smaller businesses, 2
larger businesses, establishment of, 2
technology as delivery agent, 14
vs. traditional process, 2
Thought leader. See Authority businesses
Traditional business frameworks, xxvii
Traditional marketing, 53
Unique value proposition, 19, 20, 34–37, 108
to communicate value, 34
focus on customer’s perception, 34
key to creating effective, 34–35
Upsee, 120
WARC, xiv
Word of mouth. See Advocacy businesses