What is a digital strategy and why is having one important?

I've been a digital strategy director for a number of years now, and like a lot of people who work in emerging fields I spend some time justifying my existence: I often get asked by clients what a digital strategy is, why they might need one and how they might go about developing one. Which are legitimate questions - digital is a relatively new and often confusing field and there isn't much precedent out there. In this, the first of two linked posts about developing a digital strategy, I'm going to explore what a digital strategy is and why having one is increasingly important. What is ...

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Digital First

Most organisations are very aware that digital networks offer many new opportunities to develop new relationships and new forms of value. However, while most have developed websites, apps and digital campaigns, many still struggle to develop these activities into a broader, more coherent digital strategy that delivers consistent digital results or really capitalises on the opportunities afforded by digital platforms. I believe that this is a direct consequence of not putting digital thinking first. Many digital briefs are still generated inside TV advertising companies using legacy syste...

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What is Digital?

I’ve been working in ‘digital’ in one form or another for over 15 years. Initially it was digital publishing (CD-ROMs), but I soon moved to the ‘Web’. For most of those 15 years, in meetings with people from outside my immediate team, I have been habitually introduced as ‘the digital guy’ despite the fact that in these same meetings no one is ever introduced as ‘the analogue guy’. But what does digital mean? It’s a word that’s used in such a bewildering variety of contexts that its meaning is now obscure to many. After all isn’t all of our TV and radio digital now...

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