Today’s digital and mobile devices provide unprecedented access to information, products and services across a variety of digital channels. Businesses need to create a seamless brand experience, projecting their brand and shape market opportunities ahead of their competition. Such a digital strategy is an important step toward becoming an intuitive enterprise.
Transforming The Business
Going mobile, adding analytics, or extending the online experience begs the question what’s next? These investments often changed the form of interaction, with limited change to the function.
Transforming the business with digital, particularly in the marketing area, makes sense in the face of changing consumer expectations, options and information.
As organizations near the end of their first digital journey and complete their initial roadmap, the question of digital strategy re-joins the executive agenda.
Digital Strategy Objective
Setting objectives within a company’s digital plan or strategy provides Structure, Stated targets Accountability for ROI and the basis for measurement and analysis.
Most Digital Objectives are expected to be SMART (Specific, Measureable, Actionable, Realistic and timed). This enables all strategies adopted to be measurable and effectively accounted for.
- Brand: Communicating brand personality and reputation management
- Product: Product research, design and enhancement
- Marketing: Branding, awareness, engagement, response and conversion
- Audience: Satisfaction, referral, feedback and repeat business.
- Business: Lead generation, sales, cost reduction and profit.