Is your Digital Strategy actually Strategic?

Does your Digital Strategy really deliver a vision and road map that takes your organisation forward?
Or does it simply to just wallpaper over the cracks and problems?

This is a question I've been wresting with lately and one that's let me to reconsider the work I do and scope of what Ideal Interface is actually involved in.

Or to put it another way, let me share with you a few key parts of a digital strategy outline and one that companies could use as the basic of their own.

Strive to be 'digital first':
Whether this be in the way you communicate to prospects, the way you design your core services or the way you integrate with business partners, 'digital first' is both a philosophy and a key requirement.

Accept change as a constant:
Understand that there is a continual change in customer & user preferences, channel shift patterns and technology trends. 

Be inclusive and user-centred:
Providing self-service functionality via digital touch-points isn't enough. You need to do this regardless of a user's: ability, connection, device and location.

Be optimised:
Whether this be by providing relevant, timely & targeted information or by maximising revenue using sophisticated conversion optimisation techniques, nothing stands still and everything needs to be tested, modified, measured and tested again (and quickly).

Be great:
I'll leave this one up to you.....

The Key Objectives For Any Digital Strategy

Every major organisation now needs a Digital Strategy, or should have one already. But is your strategy underpinned by some simple core objectives?

Here are mine:

• Be great
  Create a seamless digital presence that evolves over time to create a service that maintains & improves quality and exceeds digital standards & user expectations. 
• Be inclusive and user-centric
  Ensure as many customers as possible can access your functionality via digital touch-points, regardless of their: ability, connection, devices (e.g. mobile, PC, kiosk, tablet, etc.) and location. 
• Be optimised
  Build a service that optimises your life-long contact with your customers. Provide: relevant, timely & targeted information to maximise revenue using online marketing & communication techniques. 
• Be measurable
  Understand digital visitor behaviour at every touch-point and use that data to create insight to inform business thinking and steer future digital roadmap developments, marketing services and business processes.