Eight Key Components of a Successful Digital Strategy

Marianne Kay, Analyst at Digital Clarity GroupJ. Boye Conference. November 1-3, 2016. Aarhus, Denmark.

Eight Key Components of a

Successful Digital StrategyImage Copyright: 36clicks / 123RF Stock Photo

@marianne_ua @just_clarity #jboye16

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“There is nothing so useless as doing efficiently that which should not be done at all.”

-- Peter Drucker


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Where are we now?

Where do we want to be?

How do we get there?

Are we there yet?

Strategic Planning


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Current state of affairs

Source: Laurie Dillon Schalk, http://www.slideshare.net/ldillonschalk/mcc11-developing-a-digital-strategy-amp-roadmap/4

What is strategy?

Desired state, vision

Strategy is about bridging the gap


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NEWPARADIGM

Business success

STATUS QUO Business failure

The Case for Change

Source: Based on Andy Grove, Only the Paranoid Survive, 1996


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Customer Experience Management

Copyright: nielshariot / 123RF Stock Photo


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http://www.digitalclaritygroup.com/customer-experience-management-masterclass/

Customer Experience Management Masterclass


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• A strategy is a plan for applying resources to accomplish a business goal or objective

Therefore…

• A digital strategy is a plan for applying digital resources to achieve an organizational goal or objective

What is Digital Strategy?


9Copyright: nadezhda1906 / 123RF Stock Photo


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In the past Digital Strategy was about selecting the right technologies, automating existing tasks and processes, realising efficiencies;

Today Digital Strategy is about transforming underlying processes and activities, and changing the way the business operates;

Today Digital Strategy cuts across different disciplines and cannot be assigned to a single business function.

Digital Strategy now and then


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How to Build a Strategy

Copyright: alhovik / 123RF Stock Photo


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Diagnose

Forecast

Consider alternatives

Commit to action

Strategy step by step


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1. Vision

2. Audience Insight

3. Culture

4. Content

5. Technology

6. Execution

7. Governance

8. Optimization

Digital Strategy


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The end result, the goal

The answer to why

Competitive review

Industry trends

1. Vision


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Customer research

Segmentation

Personas

Usability testing

Engagement

Social media monitoring

2. Audience Insight


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What is the company’s leadership like?

What are the company’s most successful projects?

Alignment of functions / departments

Attention to results

Are goals, measures and incentives aligned?

3. Culture

The Five Dysfunctions of a TeamPatrick Lencioni


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“Culture eats strategy for breakfast.”

-- Peter Drucker


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Content Audit

Digital Quality Review

Content production review (processes / resources)

Types of content:

Culture & Community

Inspirational / viral

Products and services

Useful / resources

4. Content


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CMS, CRM, Analytics, Marketing Automation, DAM…

Consider Service Providers / implementation team

Processes, people, change management

5. Technology


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90% of all strategies fail (‘true story’)

Success factors:

Clearly defined decision-making responsibilities

Effective competitive review / updates

Good flow/access to information internally

Good mix of internal and external resources

Source: https://hbr.org/2008/06/the-secrets-to-successful-strategy-execution

6. Execution

https://hbr.org/2008/06/the-secrets-to-successful-strategy-execution

https://hbr.org/2008/06/the-secrets-to-successful-strategy-execution


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7. Governance


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Web and MobilePage views / Unique visitors

Bounce rate

CTA conversion rates

Email marketing subscriptions, unsubscribes, opening and click rates

Internal search

SEO and Google ranking

Customer ExperienceCustomer engagement

Customer satisfaction

Usability (completion rates, number of errors, efficiency, satisfaction)

8. Optimisation

Site Quality and PerformanceStandards compliance

Page load time

Server availability

Social MediaFans/followers/subscribers

Interactions

Sentiment

Referred traffic from social to web or from web to social


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Source: http://contentmarketinginstitute.com/2013/06/measuring-impact-content-marketing-strategy-pyramid-approach/

8. Optimisation

http://contentmarketinginstitute.com/2013/06/measuring-impact-content-marketing-strategy-pyramid-approach/

http://contentmarketinginstitute.com/2013/06/measuring-impact-content-marketing-strategy-pyramid-approach/


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Communicating digital strategy

Persuasive language is:

Specific

Factual

Has many voices


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Summary

Digital Strategy cuts across the departments and requires commitment at C-level

Digital Strategy today is about people and processes, not just technology, efficiencies or automation

Effective Digital Strategy consists of 8 parts: Vision, Audience Insight, Culture, Content, Technology, Execution, Governance, and Optimization.


Marianne KayAnalyst at Digital Clarity Group

[email protected]

@marianne_ua

Thank you!

Image credits: 36clicks , nielshariot , alhovik , nadezhda1906 / 123RF Stock Photo

mailto:[email protected]

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About Digital Clarity Group

We offer: Consultancy

(strategic advice, technology & agency selections)

Research(interviews, surveys, direct observations)

Thought Leadership(industry events, conferences, webinars, workshops)

We work with: Digital leaders

(business leaders investing in technology)

Technology vendors(software companies)

Service providers (digital agencies and system integrators)

http://www.digitalclaritygroup.com/



Eight Key Components of a Successful Digital Strategy

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