digital strategy and planning catalystmdc

Digital strategy

A good digital strategy is more than the sum of its parts; many clients miss out on significant opportunities due to lack of digital planning, and our digital strategies look at the depth and breadth of digital activity and presence, recognising that it is often how the entire digital ecosystem is constructed that delivers the value. We look at the digital landscape in which the client’s business is operating, identify the opportunities, develop an approach and articulate the strategy, and also deliver a detailed implementation plan to make it happen.

  • Landscape

    Whilst a review of the client’s current digital presence and digital activity, and of the overall category and ‘competition’, yield significant insights, we typically don’t confine ourselves to best practice within an industry or within Australia, as this might set the benchmark too low, but rather look internationally and laterally at other industries to ensure we identify leap-frogging opportunities for our clients to deliver best practice. The research for this phase typically includes desk research, audits and preliminary analytics across multiple digital channels, and can also include client workshops as a rapid method for eliciting core objectives, audience understanding, existing data sources and digital learnings to date.

  • Strategy

    Inferences from the landscape phase inform the overall approach; what are the areas of white space we can occupy or where can we quickly gain competitive edge? What is the role of digital and the nature and scale of the digital opportunity for the business? From here we then map out the core components of the strategy, including channel strategy, content strategy, social media strategy, contact strategy and (often) influencer strategy.

  • Plan

    Good implementation planning is critical to success, and often makes the difference between the strategy being executed and driving business forward or remaining a nice idea that is never brought to life. The plan section includes a prioritisation matrix, identifying quick wins and listing all specific recommendations based on their potential return, as well as an implementation roadmap including phasing, timeline, cost estimates and resource requirements, all based on what is realistic for the client’s business. It also includes a measurement framework, that looks at projected results and returns, and defines how activity will be evaluated.