When it comes to talking about your digital strategy, many companies will still often kick the ball or look up at the ceiling. Indeed, it is often complex for a company to have a global vision of its digital transformation and to establish a strategy consistent with the assets of the company. But why ?
Digital experts are often “cornered”
Yes, it must be recognized, being a digital expert is not always an easy job in a business today. And yet everyone wants to be one (maybe for the salary or to be guaranteed that they will still have a job in 10 years?).
It’s a bit like a cattle fair if I dare say so. We take them out very often to serve as an alibi for digital transformation. They have to prove themselves, if not more. They are also there to spread the message of “digital” to others. They are miracle workers or almost sometimes. We lend them a lot of talents, but talents that they will only have if others want to. And internally, they are sometimes much more stigmatized. Because even if they represent “the future of the company”, they are taken for the basic geeks little audible by the rest of the company.
Being a Digital Native then becomes a real ordeal, because the recognition of others only requires expertise, not always recognized, and it is a vicious circle from which few manage to get out. The transplant can take if, and only if, your goals are the same for digital experts and the rest of the business. From the moment you start making exceptions within your departments on the final objective on which everyone will be encouraged, your strategy is unlikely to take. It will only hold by the motivation of individuals to excel and help you reach them. The effort of the individual thus takes precedence over that of the collective and creates premature wear and tear on talent as well as a decrease in productivity.
Digital is above all a state of mind
src=”https://cwtadvertising.co.uk/wp-content/uploads/2020/01/1579186531_621_▷-Design-your-digital-strategy-an-act-of-faith-2020.jpg” sizes=”(max-width: 350px) 100vw, 350px” srcset=”https://cwtadvertising.co.uk/wp-content/uploads/2020/01/1579186531_621_▷-Design-your-digital-strategy-an-act-of-faith-2020.jpg 450w, https://www.webmarketing-com.com/wp-content/uploads/2016/04/Strategie-digitale-300×167.jpg 300w, https://www.webmarketing-com.com/wp-content/uploads/2016/04/Strategie-digitale-600×333.jpg 600w, https://www.webmarketing-com.com/wp-content/uploads/2016/04/Strategie-digitale-696×385.jpg 696w, https://www.webmarketing-com.com/wp-content/uploads/2016/04/Strategie-digitale.jpg 720w” alt=”digital strategy” width=”350″ height=”194″ />Having digital communication does not guarantee your business instant success. To do this, you will always need a simple and distinctive idea that is shared with your internal community. Digital activation is just a faster way to reach your targets and nurture your prospect relationships, with more automation.
Behind the word digital, you need to understand collaborative and shared. Digital is not a ghetto, but a way of doing things, of shortening certain work processes between employees. Very often, collaborative tools are real accelerators that are hampered by your IT department for good security reasons. But the real weak link in your security will always be what is located between the keyboard and the chair (more difficult to control technically).
So put in place communication tools suitable for exchange and sharing. Kill email as the only communication tool. Also, working with the tools present in the cloud will allow you to cross levels, and you will be surprised by the flow of information and sharing. Here is a very concrete example: if you have a common note to produce, there is no point in having everyone create a personal doc. A single shared and structured element allows all stakeholders to be in it.
How many of you have opened version 4.2.2 of the recommendation through your email, to make “nightly” modifications before realizing that your colleague has also made modifications to version 188.8.131.52 and on the same items. And of course, the next day, another collaborator must compile the 7 people who are experts in their fields. It’s always doable if you have time… but it’s definitely what you’ll miss most.
All the information is shared and all the tools you use exist in an “online” and collaborative version. So it’s time to start a growth hacking session…
Have a digital strategy to deepen your centric customer strategy
What you need above all is a roadmap, clear direction. The fact that it is digital is only a means to achieve your ends. The complexity of the digital disciplines should not make you forget that you must prioritize those that are essential in achieving your goals.
Do not hesitate to delay certain activations if your resources are limited. You can also make your troops responsible for certain disciplines (choose a team leader on each project, and not always the group leader).
The fact that your strategy is digital should not obsess you, but be a natural part of your strategy. Listen to your customers, they are often the ones who have the key to the use of digital (and this is also valid in B2B). The important point is to always work on customer journeys, to simulate them regularly to avoid falling into the routine of marketing plans.
We still see a lot of companies going digital: forget the way their future customers use digital to obtain information in their decision-making processes. Having a digital strategy therefore means above all having a Centric client strategy.
With digital weapons, train your battalions
src=”https://cwtadvertising.co.uk/wp-content/uploads/2020/01/1579186531_375_▷-Design-your-digital-strategy-an-act-of-faith-2020.jpg” sizes=”(max-width: 350px) 100vw, 350px” srcset=”https://cwtadvertising.co.uk/wp-content/uploads/2020/01/1579186531_375_▷-Design-your-digital-strategy-an-act-of-faith-2020.jpg 450w, https://www.webmarketing-com.com/wp-content/uploads/2016/04/blog-HD-fuite-cerveau-3-300×167.jpg 300w, https://www.webmarketing-com.com/wp-content/uploads/2016/04/blog-HD-fuite-cerveau-3-600×333.jpg 600w, https://www.webmarketing-com.com/wp-content/uploads/2016/04/blog-HD-fuite-cerveau-3-696×385.jpg 696w, https://www.webmarketing-com.com/wp-content/uploads/2016/04/blog-HD-fuite-cerveau-3.jpg 720w” alt=”Digital strategy” width=”350″ height=”194″ />The observation when you carry out your digital transformation is often the training gap in the digital components of your troops. Your staff understood that they had to go. But they keep whispering that they need training, that the vocabulary is abstruse. There you go for a lot of daily sessions and forced immersion for your employees.
You set up a concrete program for 6 months. It relieves at the moment, but 6 months later, you have to start almost everything again, because your employees have forgotten, or the market has changed so much that your investments are in vain. And between us, it’s not always the best way to make them accept digital. Digital is indeed a living material that is tamed on a daily basis. It is therefore better to favor short training sessions with checkpoints. Getting your experts or trainers back in time is the best way to give your employees a real digital culture.
The ideal is to set up a recurring appointment and above all to integrate the training obligation into the job description of your employees (and whose annual evaluation will be more decisive). Also give them the opportunity to do rather than see. Digital needs feedback to be assimilated. And sitting in your seat hearing experts jargon is very often intellectual torture. Think of your digital training as a martial arts kata (these are codified movements based on the experience of combatants. Kata have become tools for transmitting techniques, but also principles, of combat). Applied to digital, it is to regularly repeat gestures and techniques on digital. The perfect gesture will be the one applied for the 100th time.
In short, digital training is all the time to get real reflexes and assimilated digital strategies, applied by everyone at the end of the day. This is why designing digital strategies is a real profession of faith: integrating, sharing, collaborating, training and above all giving your teams a common direction and objectives.
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