Defining Your Digital Strategy

Of all the technologies and trends emerging in today’s business environment, which will significantly alter tomorrow’s landscape? Which will revolutionize the way people live and work? How will wearables be incorporated into our lives? Where will robotics and artificial intelligence have the greatest impact?

More importantly, which of these emerging technologies will matter most to your organization?

If your business is like most, you probably have a lot of strategies in place. A business strategy for the mission of your business. A marketing strategy to attract the right customers. They are fairly straightforward to understand and create.

Then comes a digital strategy. What is it? Who prepares it? What’s involved in creating one, and carrying it through from beginning to end? That’s where most businesses get lost in transition because there is no commonly understood definition.

In our minds, digital strategy is the process of identifying, formulating and executing digital opportunities that will help your business do what it does best. It makes the road easier to travel. It gives you more time in your day. It leads to giving you a competitive advantage.

And in our minds, one of the most critical words in the definition is “process”. A digital strategy is always a process – a progression – that has a starting point, an overall approach, and milestones to meet as you travel towards a destination that can be both acknowledged and unknown. What’s involved?

Find your audience – Your audience will dictate your behavior. This involves defining how you will engage with them, what they demand, and how they will grow over time.

How to communicate – How does your audience communicate with you and your product/service? How are others in your industry using technology? Communication should always be based on delivering the best user experience.

Finding the technology sweetspot – What technology is your customer base comfortable using? What technologies can address current and future needs in a better way? While you’ll also need to understand self-imposed limitations based on budgets, the intersection is your sweetspot.

Co-create solutions with your customers in mind – It’s easy to get caught up in delivering the best solutions for the end user, without taking into consideration what the end user really desires. Keeping feedback in the loop can help you identify trouble spots and weaknesses, and overcome them quickly and efficiently. Top technology isn’t always the best choice if the end user doesn’t understand it and has trouble using it.

Remember, a digital strategy is a process, not a solution. A digital strategy is ever-changing, ever growing to meet you and your customers most critical needs.

What’s your digital strategy? If you have any questions, I’m here to help.