Digital Strategy
In the fields of strategic management, marketing strategy and operational strategy, digital strategy is the process of specifying an organisation’s vision, goals, opportunities and initiatives in order to maximize the business benefits, digital investments and efforts provide to the organisation. These can range from an enterprise focus which considers the broader opportunities and risks that digital potentially creates (e.g. changes in the publishing industry). 
This often includes customer intelligence, collaboration, new product/market exploration, sales and service optimisation, enterprise technology architectures and processes, innovation and governance, to more marketing and customer-focused efforts such as web sites, mobile, ecommerce, social media, site and search engine optimisation, and online advertising.
At Kapang we have delivered some very exciting projects from customers such as the NHS Local, through to a local online Car Tyre Shop which now supplies 80% of all of its sales online to customers outside of its normal twenty-mile drive in customer base. In order for your ecommerce platform to be successful the following four aspects need to be considered;
1. The Business – The businesses Products or Services
The Business is the most important part. With social media being at the forefront of online communication it’s much easier for quick discussion about the quality of your product or service. With this in mind you need to make sure that your business model is right and that the product is something you really believe in for both the short and the long term.
2. Technology – The Internet Presence (Online Shop or Website)
The website design or ecommerce shop is very important; imagine this as the front of your office building or the front window of your high street shop. If the aesthetics, speed and functionality is inadequate then this will dramatically reduce the amount of people wanting to find out more about your product. In this instance, first impressions really do count.
3. Marketing – The Internet Marketing Strategy
Once your website has gone live you need people to find your business. This is achieved by a combination of registering free listings with Google, Yahoo and Bing each with supporting Search Engine Optimisation (SEO) and initially using Pay Per Click services (PPC) to drive traffic, based on search criteria to attract customers. This online campaign mixed with affiliate marketing, print and PR will provide a great campaign structure with planning up to one year.
4. Operations – Planning and System Implementation
You have a great product or service. You have a great website. You have customers ordering every few minutes. But if you cannot deliver the product or service well, communicate with your customers and provide a closed loop selling pattern, then the first three might be a waste of time and effort. Customer Service is just as important online as it is offline. It is competitive and only three things matter – price, quality and how fast you are able to deliver. We aid you in empowering your business with both delivery strategy and growth strategy to make sure that the company has the planning for all eventualities.
To Summarise
With our planning and a tight control on the balance across the four areas above your internet business will be a success. We understand that strategies must differ from business to business to achieve certain goals and achievements. Kapang loves to find out what works for your business and implement this into your Digital Strategy.