Build a Digital-First Strategy for Growth (that goes to 11 !)

Adopting a digital-first approach when developing a growth strategy is essential for organizations looking to thrive in today's fast-paced, technology-driven markets. It requires prioritizing digital channels and processes to improve business performance, customer experience, operating efficiency and protecting data assets. It's also time to take a honest “look in the mirror” to assess where a brand or organization is in terms of maturity for the effort. For successful digital powered growth strategies, there are several core knowledge areas organizations need to focus on.

This article touches applies a broad stroke to these areas. Every industry, target market, and audience are going to have nuances that need to be effectively addressed. What works well for one organization's initiative in a given industry may not work well for others. As the saying goes, the devil is in the details (and how well they are executed to targeted audiences) that makes the difference between market leaders and also-rans. ?

Key Assumption: leadership is supportive of a growth strategy that leads with digital. If leadership isn’t onboard, getting their buy-in is your “Priority 0.” ?

Here are 11 elements ranked in order of importance that need to be executed to deliver a digital-first growth strategy:

1. Customer Experience and Users: Know your user journeys, preferences, and pain points! These understandings come directly from understanding data about markets, customers, and users. These includes mastering user experience (UX) and user interface (UI) design principles to create engaging, easy-to-navigate digital experiences. All of which have a major impact on customer experiences and their future decisions on whether to return to the brand.

2. Cybersecurity and Data Privacy: As digital-first strategies rely heavily on data, ensuring the security of this data and compliance with privacy laws (e.g., GDPR, CCPA) is essential to maintain trust and protect the organization from cyber threats. Organizations need appropriate investments in data governance frameworks, asset strategies (data is an asset!), and management priorities.

3. Data Analytics and Market Insights: Being data-driven enables organizations to confidently make informed decisions. Proficiency in data collection, management, analysis, and interpretation, or at least progress towards competency is the price of entry. Establishing competence is needed in understanding market trends, customer behavior, and measuring the effectiveness of marketing strategies.

4. Digital Marketing and Social Media: Ability to execute digital marketing tactics to support organizational strategies, including SEO, content marketing, email marketing, and social media engagement, is vital. Effective use of these tools drives brand awareness, generates demand, supports customer acquisition, and paves a way to brand loyalty. If skills don't exist internally, find a competent agency partner. (Pro Tip: don't source an agency solely on price. Treat them as a long term partner, kinda like mariage.)

5. Content Strategy: Creating and managing a high-quality content pipeline that engages target audiences becomes an ongoing effort. Content should support experiences for buyers, users and partners (they have different needs) as well as address SEO goals. All are needed for attracting and retaining customers.

6. E-commerce Optimization: For organizations that sell online, expertise in ecommerce optimization, including conversion rate optimization, checkout process improvement, and omnichannel strategies, is a forgone conclusion. Remember ecommerce is about an exchange of value, however that’s done. Any value exchange (i.e. lead generation, content delivery, information exchange, etc.) benefits from optimization efforts.

7. Tech Stack and Platform Knowledge: Marketers need to invest time to stay up-to-date with emerging technologies (e.g., AI, blockchain, cloud computing, etc.). Just as important is understanding your organization’s relevant digital ecosystem, including e-commerce platforms, mobile apps, and SaaS tools. Combining the right hardware and software tools is crucial for growth, innovation and operational efficiency.

8. Agile and Lean Methodologies: Adopting agile and lean principles in project management and product development enhances flexibility, encourages innovation, and empowers faster responses to market changes. Agile is also the preferred approach for operationalizing Gen AI in marketing efforts.

9. Customer Relationship Management (CRM): Implementing effective CRM strategies and technologies enables managing customer interactions, improving customer satisfaction, and personalizing marketing efforts. Success here is a great asset and lever to developing a loyal customer base.

10. Digital Transformation Support: Leadership that embraces digital transformation supports a culture of continuous learning. Marketing leaders should ultimately be accountable for change management processes to facilitate transitions from legacy systems and processes. Combining learning with managing change is key to improving successful digital adoption and integration across the organization.

11. Regulatory Compliance and Ethical Considerations: Understanding the regulatory landscape and ethical considerations related to digital business including; customer data, advertising standards, accessibility requirements, and environmental impact, is becoming more important. Customers are evaluating their relationships with brands on more than simply ?whether the product meets their need. Sustainable growth needs alignment of values.

Okay, I know placing Ethical Considerations 11th will raise eyebrows. The presumption is that there’s a solid ethical base in the organization to start with. As the components of the strategy come together they should be run through an “ethics filter” that aligns possible issues with company and market values.

For organizations embarking on a digital-first journey, what took so long? Investing in these knowledge areas is essential to navigate the complexities of an evolving business landscape, foster innovation, and achieve long-term success. It's also important for businesses to remain adaptable and continuously evolve their strategies and tactics. The one constant is technology and market dynamics will always evolve. Consider that 18 months ago very few in business knew the term “Gen AI” let alone it’s potential. ?

Share your thoughts about unique attributes that impact your industry or market. The more we share our digital transformation journey learnings, the more we collectively can learn.

Oh, and if the reference of going to 11 and the image is lost on you it's explained here: 11 is 1 louder than 10.

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