IS YOUR BUSINESS DIGITAL BY CHANCE?

According to several surveys, fifty percent of randomly chosen companies have no clear and defined digital strategy. And only one third has integrated its digital strategy into the general marketing strategy. These figures raise many questions, and perhaps the most important of them are: How does it look like in your organization? Do you have a clear and defined digital strategy? And is it integrated into the overall strategy?

If your answer to these questions is yes, then congratulation! You are one step ahead of the majority of your competitors. However, if your answers is no, then I hope that you and your organization get started immediately and develop a digital strategy that is integrated into the overall strategy. Otherwise there is a risk that your business is drifting around randomly on the Web’s relentless digital ocean, and you will end up in the shadows of the competitors that are working more consciously and integrated with their digital strategies.

IS YOUR ONLINE STRATEGY COHERENT WITH YOUR “OFFLINE” STRATEGY?

I hope so! Coherence in strategy between your overall “offline” business strategy and your online strategy has always been important, but in my view have become even more important today, since stakeholders (customers, employees, suppliers, investors) are more sensitive to incoherence in corporate mission, strategy, brand value and product benefits. Coherence in strategy, within or outside your organization (the market), is one of the most important issues you can deal with to move you company a step forward and to attract and keep customers and employees. An online strategy that is not coherent with your overall strategy could prevent your company from achieving a powerful synergy between the online and offline strategy.