Wikipedia defines a “digital strategy” as:
[...] the process of specifying an organization’s vision, goals, opportunities and initiatives in order to maximize the business benefits of digital initiatives to the organization.
What does that mean? I have seen many different flavors of a digital strategy over the years. Here are a few. Do you know any more?
A community (social) strategy. How to build loyalty amongst customers. How to make customers help each other solve problems. How to make customers extend and complete your products. How to make customers love you. Skills needed: community management, social media.
A multi channel strategy. How to make sure the mobile, tablet, desktop, TV and whatever else experience of your digital presence fits together, both from a technical standpoint but more importantly, how your organisation can manage it. Skills needed: change management, IT architecture.
A media strategy. How to use video, blogging, microblogging, live streaming, Facebook etc. as media channels to build on online presence. Every company is a media company – but how? Skills needed: content marketing, (low cost) video production.
A conversion and growth strategy. How to make sure that you get as many visitors to your web site as possible and that as many of the visitors as possible do what you want them to do, like buy your products. Aka “growth hacking“. Skills needed: agile development (for speed of changes), search engine optimization, web analytics.
An innovation strategy. How to make sure you keep pushing forward and explore new business models, new products and new markets that digitalisation enables. Skills needed: customer development, business model canvas, lean startup.