Digital Strategy is a Continuous Process
Mike Arauz knows digital strategy. Here’s an old excerpt I’ve had bookmarked for a while that I finally got around to re-reading. I’m posting the parts I want myself (and my clients) to remember.
Digital strategy should be a continuous and iterative process, informed by a steady flow of measurement and used to guide tactical adjustments in pursuit of the client’s primary online objective.
This thought was taken from Gavin Heaton’s two excellent posts last week about digital strategy.
Strategy is an ever-evolving process which is revisited across the lifecycle of any project. …each of these steps are to be touched on in rapid iteration in the planning, execution/implementation and evaluation phases of any project.
It is easy to think that once you have set your strategy, that a button is flicked and that the focus switches to execution/implementation. But this is rarely the case….The are always, always, competing priorities – and what may appear to be strategically necessary one day will be out of favour the next. This is frustrating, time consuming and expensive for all involved. The opportunity, however, is to focus on a flexible approach to strategy – and this means using strategy not as a way of aligning messaging or building a campaign or a brand. It means using strategy to drive decisions.
Tags: digital strategy, marketing, strategy