The 5 steps to creating a successful Digital Strategy

Here’s my 5 steps to creating a successful Digital Strategy

1. Understand …

…. not only the commercial goals, but the stakeholders & team involved. Take time to then walk through the current digital requirements (priorities & dependencies) and all the relevant internal processes that you have to work within  (there will be some, even on a ‘green field’ project – or as I recently said to one senior marketer, who said there were no restrictions: “every green field has borders eventually”. 

2. Review …..

all existing projects, including any project interdependencies with the work done by other departments (e.g. IT),  current suppliers of online services (e.g. Digital Agencies) and make sure you know what KPI's (Key Performance Indicators) are reported against across the business. 

Note: You should also take the time to identify the immediate wins (e.g. is there something so obvious and easy that is can be done now?)

3. Document…

Key Deliverables. This means writing up what has to be done and when it is expected. Focus both on commercial optimisation (operational efficiency) and innovation to gain competitive advantage. Consider all digital touch-points, where possible adopting a user-centred approach and cover all lines of business, such as: B2C, B2B, Back office (e.g. purchasing).

4. Plan….

for success by creating a rolling 30 day plan that keeps delivering wins and fixes over the short and medium term. From this build up a longer-term roadmap that integrates functionality with marketing activity (content, campaigns, etc.). Where necessary develop robust justifications (business cases) for large pieces of work.

5. Future-proofing…

means considering all changes likely to occur over the roadmap timescales. I use the “STEP” acronym as a handy way to classify the different innovation drivers:

a.       Social (what will individuals and groups do differently?)

b.      Technological (what new software or devices are expected?)

c.       Economic (how will and increase/decrease in household income affect you plans?)

d.      Political (why legislation is due that could cause an impact to the organisation?)

 

the corporate layers - an idea developed

In a recent post I started to work through my thoughts around the development of McKinsey's company software layer concept. I mentioned that I thought there was at least one obvious omission (e.g. web services) and that a single layer to explain it all was too simple.

So now I find myself putting forward an evolved version of this idea, unashamedly taking McKinsey's model as the basis of it.

Corporate layers

View more PowerPoint from Hayden Sutherland

As you can see from my embedded presentation there are now five proposed layers rather than just two.

1. Core business processes
2. Web services & API’s
3. Owned media such as website(s), Apps, Kiosks, etc.
4. Paid media such as online advertising (PPC, etc.)
5. Earned media such as Social, Word-of-mouth, etc.

Although I believe the lines between owned, paid and earned are now becoming increasingly blurred, there is a place for each of the different communication media in my new model.