Thursday, October 20, 2011

The five signs your digital strategy sucks

Does your company have a digital strategy and do you recognise any of the points below?

  1. Digital strategy? Oh yes, we’re working on that
    I hear this type of phrase a lot these days and typically what it actually means is “we don’t really have a digital strategy, but I’m not prepared to admit it”. If you don’t actually have a plan in place for how you are going to assess, approach, deliver and maintain your company’s online presence…. then you need to strongly consider getting this done soon (and be honest about its existence & progress).

  2. It’s full of social media bullshit bingo
    Well…..If it doesn’t contain the obligatory mention of Facebook & Twitter every other sentence, how can it possibly be about digital? Wrong!
    Sure, there’s a world of engagement out there via the main and niche social networks, but don’t forget the basics of a decent online presence (via any device) such as making sure your corporate website works on all the main browsers and in an accessible way.

  3. It’s purely about technology
    Focusing just on the IT within your digital technology is missing the point. You also need to map out and understand how you are going to develop: business processes, customer segmentation, etc.

  4. It’s not about technology at all
    Missing out the tech part is just as bad as basing your entire plan around it. You still need to cover how you’re going to implement new tools to help you: create better online functionality, improve data integration, measure customer interaction quicker & better, etc. and remember to think about how this will develop this over time.

  5. It's a bolt-on to your existing business strategy
    If you haven’t considered an integrated approach to marketing and sales online, then you’re not giving full consideration to the channels available and more importantly…. digital’s more pervasive role within your business to: reduce costs, enable customer, staff and even customer-to-staff communication.

I'm sure there are a lot more sign-posts that a digital strategy sucks big time..... Any suggestions?

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