The 3'I's of Digital Strategy

Recently, I was fortunate to be part of a digital seminar organized by two reputed organizations. The discussion was on the topic of coping with the ever changing digital landscape...

What I felt was, that the thinking is getting to learn the nuts and bolts of the digital media that's what everybody seems to be worried about...however, I feel its the old wine in a new bottle and a lot of learnings of the old world can be applied to the new digital world. These are my views and I welcome your suggestions and comments.

I feel that there needs to be 3 Is in any digital strategy:

1) Idea: The biggest challenge always has been, is and will be - the Idea. What do we do to optimize the media to attract attention and engage our TG. Without an engaging idea, we are just shooting in the dark hoping to hit the target. Telling a story will be the best way to engage the TG. Like the good old days of advertising, a good idea is all you need to start with...

2) Integration: Digital strategy should be part of whole marketing strategy. It cant be a standalone strategy. It needs to be well-integrated to the overall marketing strategy of the Company. The operations could be defined later but the outcome and the ideation needs to be one.

3) Implementation: This is where a lot of energy and resources are to be devoted. An idea without implementation is just a whole lot of good intentions without any activity. This needs to start with the TG & Idea and end with the frequency and the methodology.

I think if these three are taken well care of, there can be no major accidents to the digital strategy of any Company.