What’s a digital strategy?

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Digital strategy is a concept that revolves around a company’s plans for computer, network, and web marketing and development. This field began in the early 21st century and is involved in finding ways to increase interactivity between customers and employees, identifying new digital business areas to exploit, and using the resources of the Internet to benefit the business. These areas cover many other departments such as marketing, technical support, research and development and administration.

In the later part of the 20th century, the digital world has shifted from a commercial assistant to a business focus. Initially, networks and email were simply fringe benefits to the work the company did. Now, most businesses wouldn’t survive without a digital presence, and nearly all successful businesses devote a large portion of their time and effort to digital and web businesses.

The concept of digital strategy was born from the need for a greater IT presence. This field operates in several existing departments, but focuses solely on how these departments are impacted and how they can influence digital projects. With the field still very new, there are few hard and fast rules, and every company carries out its processes differently. Even so, there are some concepts that are more common than others.

This first major goal of a digital strategy is to find places where the company’s existing methods can be applied to a digital system. These are basic presence options such as online stores, corporate web pages, and web-based advertising. While these first steps are rarely anything commercially game-changing, they are necessary to establish a strong digital foundation for subsequent projects.

The next important part of the digital strategy is growing the business in digital formats. This step is very heavily structured on the previous one. The company uses its new web presence to deliver tangible real-world business benefits. A common example of this step is providing digital versions of programs and manuals to reduce the cost of producing physical versions. In addition, self-help technical support helps reduce common and simple technical issues, which revive the pressure on support staff.

The third major goal of digital strategy is to deliver new benefits outside the typical business structure. In this operation, the company has established itself in the digital world. It now begins to provide access to services and information that are only tangentially related to the initial company. For example, a software company may open a web-based business that appeals to those who use that software, such as a photo editing company that builds a social site based on uploading content.

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