Why we need a unique strategic process for digital

Digital strategy should not be created in a vacuum. Yes we need to dovetail digital marketing closely with the overall objectives and strategies, but as digital is such a different beast that it really does require its own specific strategic efforts. Those should be a subset of the overall planning processes, but digital should also be managed as a separate entity within that planning process.

I’ve seen companies try to develop a digital roadmap without this sort of comprehensive approach, and the consequence has always been a need to stop midway through the ‘condensed’ process, and go back to perform the steps that have been missed.

A special digital process is necessary because:

1. Most marketers have some knowledge of the digital behaviours of the consumers, but do not know their consumers at a ‘mastery’ level. Ensuring a complete planning process – including a consumer insights phase – places the focus of digital on the consumer, rather than on what’s ‘cool’.
2. Consumer digital behaviours change very rapidly. The adoption rates for specific vehicles and platforms are ever shorter. This rapid pace of change requires that we develop a comprehensive picture of digital consumer behaviour as often as possible.
3. The “best practices” of broadcast media do not work in digital. Effective digital planning requires an entirely different kind of thinking, and building that foundation of thought requires the focus of a dedicated planning process.
4. There are over tens of digital platforms, whether device- or content based, with solid consumer acceptance, so it is essential to consider all of these when looking at alternatives and developing an optimised plan.

In addition, a special process helps address the very real problem that most agencies have of educating and building the knowledge of all decision makers about the digital environment, and how it relates to the targets. Often, while the people in charge of digital are experts, those higher up in the food chain can be novices, and a comprehensive planning process provides the insights and firmness necessary for selling in a comprehensive investment in the space.