Digital strategy
What is digital strategy?
Digital strategy is the process of defining a vision, specifying goals, and selecting projects, initiatives and processes to deploy and manage online assets and campaigns. The goal is to maximise the business benefits that digital investments and efforts provide to the organization.
A digital strategy should be aligned and underpinned by a marketing strategy. Designing a digital strategy is a creative process that requires scouring business processes, products and strategies to find opportunities and challenges that can be solved by online assets and lead to a competitive advantage. It seeks to align customer and business goals with digital assets, capabilities and potential.
It is important that when building a digital strategy, strategic marketing framework is not the only factor to apply. We should consider all available digital channels and tools that can help steer the company to solve its challenges or reach its goals, within the boundaries of resources, assets and competencies.
Why do you need a digital strategy?
Business environment has always been heavily influenced by new technologies and trends. New technologies have given rise to new social trends and have even influenced political and economic structures. This has been true of the invention of the printing press in the medieval times, which made knowledge universally accessible to the personal computer in the 1980s which dramatically improved the productivity of small and medium businesses.
Over the past 10 years, Web and mobile technologies have profoundly influenced consumer lifestyles and behavior.
The ubiquity of Facebook, with 9 million Australian users, has made it the default platform of social interaction. Wikileaks disclosures played a major role in diplomacy and transparency recently. Search engines, product comparison Web sites and e-retailers induced more than half of all Australians to buy products online.
Digital technologies have an even more profound effect on business. Since 1995, Internet start-ups are competing with established companies and have given them a run for their money.
- A few obvious examples that come to mind are:
- Amazon’s success in books retail
- Online travel innovations such as discounted offer of residual inventory by wotif and lastminute
- eBay and other e-commerce Web sites that made several shopping centre based retailers nervous enough to demand government protection
Web has influenced the shift in marketing and advertising paradigm from broadcast, interruption and push-based marketing to narrowcast, pull and permission based marketing. The process is still underway as the 30 second TV spot is losing its value even as Google, the pioneer of highly targeted search engine adverting has gone on to become one of the most valuable companies.
Any organization that needs to continue to remain relevant to its customers must embrace the technologies and tools that their customers are using. It needs an effective digital strategy to address this new market.
Why Simplogy is the right choice to build your digital strategy?
Creating, implementing and managing a digital strategy requires advanced skills backed by knowledge and experience. These skills are hard to find and expensive.
Outsourced services such as advertising agencies is an option but these agencies are often prisoners of the old ‘30-second-TV-commercial’ paradigm and apply the old economy rules into new media.
On the other hand, many specialist digital agencies are focused on just one or a few aspects of the game – search, social media, analytics, lead nurturing, Web design – hampering their ability to build a strategy that aligns with your business and marketing strategy.
Simplogy is one of those few players that has an equal focus on business and technology. In fact, we live at the intersection of data, technology, creative and strategy.
What will Simplogy do to advance your digital business?
- We will analyse your online environment, market, products, customers, competition and your organisation’s situation.
- We will understand your business objectives from your online and offline, present and future channels.
- We will assess your organisation’s digital assets and capabilities, the functional areas that impact on the online strategy, and budgets and resources.
It is only after this detailed study that we will recommend:
- Online value propositions
- Creation of digital assets
- Selection of digital marketing programmes.
- A digital media plan
- Tools, systems and processes to measure and manage performance and as bulwarks of long term sustainable strategy.
What do we always keep in mind?
- Provide estimates of financial performance such as revenue, cost and return on investment (ROI).
- Engagement, not broadcast. Conversations, not campaigns. Pull, not push.
- Your business objectives in terms of growth, profitability or return on investment (ROI).
What distinguishes us from other agencies?
- Internet natives, not migrants from mass marketing.
- A track record of creative solutions at the intersection of data, technology, creative & strategy
- Independent, trusted, no lock-in, fee-based
Contact us today to discuss how Simplogy can help you succeed in the digital market
