Creating a digital strategy, or any strategy for that matter, you need to:
#Know where you want to be
To decide on your destination, consider how various digital capabilities – email marketing, social media, paid search, and so on – will help your business accomplish its near term business goals and longer term strategies.
Bring knowledge of your business objectives to a strategy session.
Combine them with industry and competitor research, knowledge of your customers, and analysis of digital trends to define your ‘Desired Future’.
#Know where you are at
With your destination in mind, examine and document the relevant aspects of you ‘Current State’.
A thorough assessment of your current state will include more than a listing of your websites and eBusiness IT projects. It will include a look at your governance, culture, processes and capabilities as well. It is also likely that your desired future will have impact on the culture and processes of Marketing and Operations; impacting Sales and Product Development.
#Understand what separates you from your goal
Perform a ‘Gap Analysis’ by determining how the various aspects of your current state need to change in order for you to reach your desired future.
#Determine how to get there
Take the initiatives list into a planning session and prioritize them against competing priorities and put together a multi-year program, a ‘Digital Roadmap’.
Hopefully, this roadmap will guide you to your future state by addressing the gaps you’ve identified
Plan to routinely revisit and update your strategy and roadmap.
By BigThunk. http://bit.ly/TfDIJ3
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