A successful digital strategy can make the difference between thriving or simply surviving in such a complicated world when it comes to marketing today. Many companies do not have a plan related to digital marketing and all they do is participate in some social networks. But before deciding to do something it is better to have a plan where the objectives of the business and the needs of our clients are marked.
Let’s look at some success factors that have been identified in a variety of projects to make digital transformation a reality with a digital strategy that works.
1. Identify your business objectives
Do not make the mistake of confusing business objectives with digital objectives. The business objectives is where everything starts. This is the reason why all digital media are used later, it is the reason for the creation of content in a blog or in social networks and that is the reason why you want to work on your digital marketing strategy.
A typical business objective starts with something like this: “improve customer satisfaction“. And at first it might sound like something interesting, but do not make mistakes. One of the most tested approaches to develop objectives that work is the SMART system: specific, measurable, achievable, relevant and with a time limit. In this way, the previous objective would be something like:
“Increase the satisfaction of our customers an average of 20% on the satisfaction obtained in the last quarter of last year”.
2. Put the customer at the center of your digital strategy
Many large companies must learn what they must say when they work on their digital marketing, almost as if they were a start-up company. You need to start thinking from the client and their needs all the time. It does not matter if it is a higher level strategy or if it is something related to operations.
3. Focus on creating value
This is related to the previous point. The value proposition is what, when people use your products or services, perceived as an added value over those of the competition. The value that is created is not necessarily what you may be thinking. Many companies do not realize that the value perceived by the customer side has changed a lot in the digital age.
4. Use the value proposition as a vision
Many top managers do not seem to understand the strategic importance of the value proposition. Defining this is really your job as a business leader. Although it was not the original idea of the concept of value proposition, it serves as a basis for an excellent vision in these times of digital transformation:
- Your people know where you want to take them
- It is 100% customer oriented
- It has a purpose
- People know where to start to change
- It can be easily divided into manageable pieces
- It is the center of the business model so the organization becomes more manageable
5. Concentrate on digital knowledge and not just technology
It goes without saying that the digital strategy is not an IT project. At least it’s not just about IT. And it is also an illusion to try to go towards a digital transformation only by hiring a consulting company or technology people to do a bit of programming. Of course, this will be necessary. But what you need first of all is a person who really understands how business works in the digital age. And if you’re about to transform your business, then you need someone who also knows how change management works in the digital age.
This person must become an important part of your organization and must have sufficient power otherwise you will not be able to achieve the impact of the change that is required from the start. You need someone who is able to understand how a business works as a system. This includes the areas of supply, production, product development, human resources as well as branding, marketing and sales.
You need employees with corporate experience, not people who have simply worked in consultancies, since none of them will really know from experience what they need to start a digital strategy.