The digital strategy is dead, long live the digital business strategy

Tom Voirol TV

Many organisations are in the mindset where they still see digital as a cost factor of the IT function. Some of the more digitally mature businesses and government entities have developed a digital strategy, however they still only view digital as little more than a tactical channel in the marketing mix.

Truly digital organisations have abandoned the digital strategy in favour of a business strategy that is digital at heart. For these entities, digital is not something they do, it's how they do things, and the most advanced among them reap the immediate rewards of an improved bottom line as well as setting themselves up for success in the current markets and with the customers of tomorrow.

So how do businesses become digital at the core?

Digital readiness means integrating digital tools and methods to the three key pillars of business. Each pillar encompasses four focus areas of digital readiness:

Digital Business — Your organisation and its operations

  • Strategy — Does your business strategy recognise the new digital realities of the world it operates in?

  • Leadership — How digitally savvy is your C-suite? Are they committed to make your business digital at the core?

  • Structure — Are you organised around historically grown silos? Do the boundaries between them hamper the free flow of information and digital content?

  • Processes — Do you internally operate at the speed of digital, or are your processes stuck in the pre-digital world?

Digital Market — Your products and services, their consumers and the market at large

  • Products — Are your products and services digitally enabled? Do you deliver what a digital market demands?

  • Customers — How digitally demanding are your customers?

  • Partners — Even if you run a smooth digital operation, your partners and suppliers can introduce speed humps and roadblocks

  • Competitors — Do your more digitally advanced competitors shape market demand?

Digital Resources — Your finances, personnel and other assets

  • People — How digitally able are your staff? Is your training program up to speed on digital?

  • Money — How do you recognise investments in digital in your budget?

  • Content — Almost every organisation in a world governed by digital and social media is now a publisher and media owner. What content can you offer the world?

  • Technology — Are your systems enabling you to seamlessly integrate internal digital processes with external communication and interaction?

Focusing on these 12 areas will help your organisation become a digital native and deliver to the demands of the 21st century.

How can we help you become a digital native?