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 clearly across the many touch points, channels and devices their customers use. They also need to leverage analytics and the wealth of data available in and around the business to sense and shape market opportunities ahead of their competition. Such a digital strategy is an important step toward becoming an intuitive enterprise.
However, many organizations execute digital transformation through stand-alone initiatives that hinder their ability to deliver a consistent omni-channel customer experience and leverage data analytics. Such organizations may be reactionary to customer needs, or responsive at best. An enterprise approach to digital strategy, on the other hand, can help create a seamless customer experience that supports a company’s brand, regardless of touch point, channel, or device. It also fosters the transparency and agility necessary to make informed decisions for quick response to rapid market changes. These are the characteristics of an intuitive enterprise, as it senses and shapes markets to continuously redefine the digital frontier.
Simply put, a digital strategy is a framework to define, execute, measure, manage, and grow your digital efforts, in order to meet the current and future expectations of your users. Practically speaking, a digital strategy provides a plan to consistently execute a company’s online efforts including web design and development, search and social media strategies, and analytics.
Customers are much like Internet platforms; they both have expectations for consistency and both reward consistent online efforts. For example, customers assume a given company’s social media presence to align with outbound communications from the company blog. In addition, search engines pay attention to how much traction a blog post is getting on social media sites like Facebook, Twitter, Google+ and Pinterest and will adjust a search result to match new trends. Because the expectations of customers and Internet platforms have become so interconnected, having a comprehensive digital strategy in place provides a company with guidelines and best practices that align their digital efforts across all communications channels for the greatest possible success.
The digital revolution isn’t just about technology. It’s about how your customers react; your competition shifts and your costs transform. We help you play offence with innovation and defend against disruption with a radically new approach to strategy that defines what you can do with digital today and how it will shape your advantage years from now.
Our Digital Strategy practice helps executives understand, envision and articulate digital as a business strategy and implement it across the enterprise, using a road map that delivers on the brand promise across channels, with clear ownership and accountability.