Technology and the Digital world: never stand still

Technology has taken off in the past decade and does not show any signs of slowing down. Therefore in the digital world, it is imperative to have a digital approach that meets the needs of your business and client base. According to Richard Conyard, "a good digital strategist will be able to answer these five questions":

  • What does success look like for the client?
  • How are you going to talk to the client's audience and why will they listen?
  • How does the proposed activity drive the business goals?
  • What should I do next for the client, and how should I prepare for that now?
  • Is there a better way of delivering what the client wants? 

In following this list and what a good digital strategist does, it is easy to then see what some of the worst advice out there is. A digital approach should not be expensive, therefore anyone who recommends going all in to get your companies word out, is not giving effective advice. In addition, sites like Facebook, Twitter and LinkedIn with have you believe that if you sign up with one of their companies, that is the be all end all, but this is not the case. It is important to have a well rounded advertising system In place. This includes using more than just an ad or two on random sites.

In conclusion, probably the worst advice out there is that if you make a goal for your digital strategy, you must stick to it. You may feel that a goal, once made, should be fulfilled. However, after a certain period of time, if the goal is not achieving what it is supposed to, you need to move on and adapt. Do not waste time and money on a strategy that is fixed in time and stuck in the past.