People have been asking: just what is digital strategy? Trawling through the web you would think it was all about online marketing. SEO, keywords, social media. But it’s not. It’s much broader and deeper than that. And frankly, more strategic!
Think about how you build a business plan – looking at the various elements of your business, your value proposition, your go-to-market strategy, your marketing strategy, your delivery strategy, your HR strategy, the strategy for managing your financials. Then think about how you execute – what are the processes, tools and resources you need to have in place to deliver the actions required? Then think about how you measure success, how you baseline where you are now and your progress into the future; how you build continuous customer engagement & improvement into your business, how you build innovation and collaboration.
Then think about what digital tools and activities you utilise to help you execute. How you use the web, the Cloud, systems, infrastructure; how people find you online, how you establish a dialogue with potential customers, partners, staff and others in your industry. How you convert bricks & mortar into online connection.
That’s your digital strategy – the means to execute your business objectives, the alignment of objectives and outcomes, the convergence of business, digital and the personal.
Online marketing is but one tool, one method of enabling engagement. It is one element of a much broader digital strategy that will drive your business success.
ScrivenerJAM 