Digital strategy methodology
I've developed an expertise in defining, building, refining and testing digital strategies for significant companies and brands. Digital media strategies generate awareness, define Web 2.0 policies, build communities for stakeholder alignment, establish thought leadership and reach key constituents through all digital mediums. These are, at a very high level, the structure and processes I've seen that were effective in developing the optimal digital strategy road map.
General description
In the fields of strategic management, marketing strategy, and operational strategy, digital strategy is :
- the process of specifying an organization's vision, initiatives and processes in order to deploy their online and digital assets
- as of 2008, digital assets include: web sites, mini-sites, mobile sites, digital audio and video content, rich Internet applications, community groups, banner ads, search engine marketing, affiliate programs, etc.
- all this in a manner which maximizes the business benefits they provide to the organization, through organic growth and acquisitions.
Concretely, it means
- to consult the media brands, the pureplays and the clients by developing scenario-driven business cases
- extend the life of a print article in a magazine or newspaper to web to e-paper to online communities to mobile to local and to all other digital mediums
- create thriving communities
- help consumers learn, do and share and help advertisers reach those consumers
STEP 1 : General education – what is out there ?
Repository of knowledge
Market analysis and trends
- New technologies
- New consumer behavior / usage stats
- Competitive landscape
- How it affects Media / Other departments
In the form of
- Presentations
- Briefs, posts on intranet
- Studies
STEP 2 : Strategic assessment – where are we now ?
Current digital situation (high level)
- Yearly updates
- Renewals every year
Corporate
- Values, mission, vision
- SWOT
- Core competencies
- Brand promise / BHAG
Context / Market
- Trends
- 4Ps
- Revenue behaviors
Consumer segment
- Demographics / Personas
- Interests
- Life-phase / roles
- Consumer behavior
Competitors
- USPs
Capacities
- Innovation
- Budget
STEP 3 : Opportunity development – where can we go ?
Identification of viable opportunities
Use cases
- Scenario-driven
- Consumer-based
Investment criteria
- w/ M&A group
Considerations
- Budgeting
- Market
STEP 4 : Digital media mix – how can we get there ?
Find the best mix to accomplish selected options with:
- Functionalities
- Media reach
- Expected results
- Digital team’s capabilities
Develop road maps
Customization of monetisation features
STEP 5 : R&D and Partners – who can help us get there ?
Buy vs Build vs Partnering
Based on preset criteria
Builds the funnel for future acquisitions
Test out new concepts without significant investments
