• Digital Strategy

Digital Maturity: Defining client-side digital strategy. (5/6)

At its most basic, client side digital strategy usually starts with the web (and now mobile web) channel. The role of the company website in driving the business forward varies greatly depending on the nature of the business model, the consumer engagement approach, and the general industry and sector of the business. Clearly not every website must be e-commerce driven; some require greater back-end system integration than others. The variability of business purpose of a website is far too broad to capture in one blog post.

While it’s important to keep in mind that an effective digital strategy no longer starts and ends with a company’s web strategy alone, we’ve outlined the stages that determine whether or not the web channel is being effectively leveraged to grow the business. Brands that focus on other channels first risk starting with a weak digital foundation before venturing into more complex areas of the digital mix.

The illustration below focuses on a relatively high-level of functionality for each stage. The nuances of user experience strategy, interaction design, visual design, technology platform support and development approaches all factor into moving the output from one end of the scale (Basic) to the other (Engaged).

Measuring Digital Maturity

Basic:

  • Desktop web presence featuring company info, products, services
  • Website, social, paid search, email list
  • KPIs are traffic related

Tactical:

  • Integrated web presence to drive revenues
  • Desktop and mobile web, organic search, segmented email marketing
  • KPIs are tied to monthly business targets

Optimized:

  • Integrated web, mobile, and social experiences
  • Rules-based personalization across digital properties
  • KPIs are tied to monthly business targets

Automated:

  • Integrated digital platform to nurture prospects and existing customers
  • Predictive personalization, auto-triggered dialog, progressive engagement
  • KPIs are tied retention and conversion rates

Engaged:

  • Bridging online and offline world together with one shared view of the customer
  • One-to-one customer engagement, cross-channel development
  • KPIs are tied to lifetime customer value and advocacy rates (Net Promoters Score)

In this web strategy example, it’s important to note how the customer engagement deepens as a result of introducing a more sophisticated approach to managing visitor traffic. And while the experience becomes more automated in the back-end, it retains a higher level of customization and personalization on the front-end. To us, this is the key in developing a customer-centered web experience that works hard for your business from both sides of the equation; ensuring the back-end management is efficient, while striving to make the front-end experience effective.

While this is a very simplified explanation of the digitally mature organization’s web strategy, the principles that define the approach and deliver on the output (and resulting outcomes) tend to remain consistent. This is Post 5 of 6 in our Digital Maturity series, as we look to provide insight into an organization's ability to leverage digital to drive business strategy. If your company is beginning to explore the digital roadmap ahead, reach out to us to see how we can help.

  1. An Introduction.
  2. What It Is And Isn’t.
  3. The Driving Forces.
  4. Typical Barriers.
  5. Defining Client-Side Digital Strategy.
  6. Refining the Agency Service Model.

Dean Elissat VP Client Engagement