Online Business Strategies

A digital business strategy is identifying how you are going to define and achieve your vision and goals within the current and future digital space.  This process can be high level when defining how your products will interact within your business planning process.  We can also discuss this on a more granular level like how your digital marketing assets and programs fulfill a particular business objective.  In either case, developing a plan with supporting documentation is critical for every company doing business online.

My hands on experience with strategy development and execution will help you answer the following critical questions:

1. What the objectives of your online business assets?  

• In order to succeed, you need to have a clear understanding of what you are trying to achieve:  a strategic plan.  This plan will include a vision and forecasts for one or more of the following types of objectives:  
   
  • Direct e-commerce sales
  • Lead generation (B2B or B2C)
  • Branding
  • User acquisition: publications, applications, services, start-ups
  • Customer service: customer portals, user help information
  • Education and Awareness building: new services or brand messaging
  • Direct response
  • Offline acquisition

2. How are you going to achieve those objectives?  

• Do you have the right resources to execute your plan?  I have significant experience developing and executing operational plans that support a market entry strategy.  In addition, I have managed teams responsible for delivering business and technical results.

• What is your go-to-market strategy?  This would consist of a market analysis and description of how you will achieve market acquistion within that opportunity.  A go-to-market strategy is detailed and usually supported by tactical activities and financial forecasts that define costs and projected returns.  In addition to marketing activities, you would also define resources necessary to deliver the projected results.

3. How will you measure your achievements against your objectives?  

• Performance measurement and reporting are critical to understanding why things are doing well, and why they are not.  Digital marketers are held to a higher standard of reporting than their offline counterparts, and for good reason.  Within a high degree of accuracy, we have the capability to attribute effort and spend with returns.  

• I have been measuring business and internet analytics (web and other) since the late 1990's.  This has included hands-on and team management of web analytics, marketing analytics and forecasting in consumer acquisition, B2B lead generation and ecommerce.  My engagement with you means you get a well rounded understanding of business needs with regard to digital asset measurement and reporting.