Strategy is an often misused, misunderstood word – this can often have something to do with how clearly it is defined.
An old boss of mine once told me that if you need to get to the top of a building then the strategy is how you get there. You could take a lift, the stairs, or you could be dropped off at the top of the building by a helicopter. Or you could decide to get there a completely different way, for a completely different set of reasons. Greg Satell, on DigitalTonto defines strategy as:
“a coherent and substantiated logic for making one set of choices rather than another.”
The other misunderstood or misused area is still digital. Many have grown up with digital as an alien concept. However, in its simplest form today digital is about communicating effectively, either one-to-one or one-to-many, and having your messages online, and interacting with your audiences in a positive and useful way, as well as keeping your website up to date.
If you are not aware of customers, prospects and influencers online talking about you, caring about the things your company cares about, complaining about or praising your company, then you are missing out on revenue, customer satisfaction and added brand value.
But if you add the two misused and misunderstood words together, confusion and panic are multiplied. My question here would be, if that’s the case for you, is sticking the word digital in front of the word strategy actually important?
After all, if you need to be “doing” digital anyway, then why treat it as separate? It also gives more rigour to digital itself in that a good strategy must be linked to the good of the business. We are no longer communicating via digital because it is a nice thing to do, or because it makes us look innovative. We communicate via digital because it is expected of us (by our audiences) and it drives real results (and well, when digital activity is laddered to business objectives and when our messages are timed correctly to delight our customers).
So in summary, do this:
1.Set long term goals for your business
2.Set your objectives based on what can realistically be achieved
3.Get the actionable insight from listening to the audience and research
4.Sort out your channels and how you are going to operate
5.Determine how you are going to measure everything
6.And only then deliver the creative campaign that matches the above
In times of confusion, simplification is often the key.