When Communicate Magazine asked us to write a piece on Digital Strategy for their latest issue, we were naturally delighted. The toughest task was choosing which case studies to leave out. As the Midlands largest Digital Agency, we’ve been delivering components of Digital Strategy for the last 10 years, and we have plenty of stories to tell.
It seemed the best approach for us would be to look at – and then debunk – some of the myths which surround the creation, ownership and management of the strategy across the internet and other digital channels.
The fascinating change that we’re observing right now is the impact that digital networks – social media, online PR, web 3.0 – are having across the strategic piece. We all know how they are the latest hot topics in terms of campaign and reputation activity, but the challenge facing most communications and marketing professionals that we meet, is how to weave these channels into an overarching strategy. For many organisations, Communications and Marketing Roles are quite separate and each has their own strategy, and usually their own budgets, agencies and supporting staff.
Digital Networks are throwing these conventions into disarray, and right now there is no clear trend to guide us through. Add into that the challenges of resourcing these new activities and the fragmented nature of their workings, and it’s no surprise that there is a state of flux in the industry. We are firmly of the opinion that, as it stands, clear and decisive governance is the way to manage this through the formation of any future long term solution. We also have a few ideas of our own about how to move forwards towards that solution!
Whatever the outcome, it’s clear that the roles of Search and Content will become increasingly important. Managing a company’s collateral with tools like Digital Asset Management, integrating an offline world into social networks, measuring and acting upon everything that today’s corporate organisation touches, we can be sure that we’re in for an interesting decade or more to come!!
Click here to read the article; We hope you enjoy the read –and the ride!!!