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Digital strategy

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Digital strategy is the process of specifying an organization's vision, initiatives and processes in order to deploy their online assets (as of 2007, these include: web sites, mini-sites, mobile sites, digital audio and video content, rich Internet applications, community groups, banner ads, search engine marketing, affiliate programs, etc.) in a manner which maximizes the business benefits they provide to the organization.


There are numerous approaches to conducting digital strategy, but at their core, all go through four steps:

  1. Identifying the key opportunities and/or challenges in a business where online assets can provide a solution;
  2. Identifying the unmet needs and goals of the customers that most closely align with those key business opportunities and/or challenges;[1]
  3. Developing a vision around how the online assets will fulfill those business and customer needs, goals, opportunities and challenges, [2] and
  4. Prioritizing a set of online initiatives which can deliver on this vision: Within each of those stages, a number of techniques and analyses may be employed.


  1. Center for Digital Strategies (2003): Enabling a Customer-Focused Organization: Thought Leadership Summit on Digital Strategies, Center for Digital Strategies at the Tuck School of Business and Cisco Systems
  2. Quinn (2006): Ready for the Digital Future?,pg. 30-31, Supply Chain Management Review.

See also

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