I hear a lot about corporate online strategy and the need to outline 'roadmaps' for: functional website & mobile development, integrated digital marketing and even business-orientated data approaches.
These are all great things (which sometime even co-exist and work together for some organisations).
However, what is sometimes missing is the even bigger picture. For example "engage existing customers via social media" is not an over-arching digital vision. In fact, that's not even a mature & considered social media strategy! However, I hear lines such as this regularly uttered (or was that muttered) my senior teams in strategic planning sessions about their online presence.
So here's a thought.....
Before trying to document your lengthy digital strategy and outlining the different deliverables you think are necessary for online success, take some time to paint the overall vision of what success actually looks like.
For example, I'm sure Jeff Bezos didn't initially say "I'm going to build automatic product recommendations and a handy one-click ordering system". I think he said something like "I'm going to be the number online bookseller, with fantastic features to help people find & buy what they want as easy as possible".
Have you therefore considered your vision of what success looks like first?
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