Home > Channel Strategy > What makes a good digital strategy?

What makes a good digital strategy?


Picture of me presenting a groundbreaking strategy to a client

The question was asked on Quora the other day, and I gave a quick response. Thought it would be a fun exercise to highlight an agenda that could be adopted and used.

Keep in mind that there are two different audiences for the digital strategy. First and foremost the team that will implement it, the objective here is to clarify and set the vision of where we are and where we are going. This audience includes existing staff, new hires and 3rd parties. The second is the company executives that will make the decision to invest, so it has to be persuasive and clear on why we’re doing it, what the investments are and the anticipated return.

Ok here goes

  1. Introduction
  2. Background
    1. Customer insights
    2. Market trends
  3. Current state
    1. Overarching business strategy
    2. Current targets & performance per channel
    3. Competitive analysis
    4. SWOT
  4. Future state
    1. Vision
    2. Business objectives & drivers per channel
    3. KPIs
    4. Updated segmentation / customer insights
    5. Customer Experience
  5. Roadmap
    1. Recommended Projects, high level scope, key dependencies & phasing
    2. Technology Platform choices & evaluation of options
    3. Key Enablers & Required business decisions
    4. Critical Success Factors
    5. Organizational impact
    6. Risks & Issues
    7. Budget & Financial Effects

When I look at it, it’s very generic, basically the structure goes: What’s going on in general? Where are we? Where do we want to go? How do we get there, what do we need to do and how will that help? At least that is a good understandable line of arguments.

Now all that is left is to fill it with actual content (the easy part, right? 😉 In future posts I’ll have a look at the content of each section. Feel free to pitch in and let me know if you used it!

(Further reading – I found a nice blog post here: http://nitivaish.wordpress.com/2010/12/27/using-a-%E2%80%98top-down-bottom-up%E2%80%99-approach-to-create-an-integrated-multi-channel-strategy/ )

  1. September 12, 2011 at 6:04 pm

    Thanks for including the link to my blog!


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