« Digital Wonderland | Main | Privacy Is The New, New Thing »


Tim Kitchin


Very timely post. Get this question a lot, and have been thinking about it.

I totally agree that digital strategy is context dependent. Merely choosing the right digital channel-mix to push out your pre-determined marketing messages is not digital strategy...

Gather together a group of IT professionals and it will be about automating the dataflows an enterprise needs to become more market responsive. Fill a room with marketers and it will be about connecting better with customers (or supporters). Find yourself some PR people and it will be about leveraging community through mutual online influence. For customer service teams it's about enabling people to problem-solve for themselves.

For me the things that cuts through these and other incarnations of digital strategy is that digital is always about using Information Communications Technology to reach its long-term goals. The clue is in the acronym.

Digital, as ICT is just a shorthand for anything that is fundamentally about enabling and automating "Connection". When it becomes strategic, this connectivity links processes, people AND organisational purpose to each other, to generate sustainable and by definition, brandable value.

So if your "Connectivity" is not contributing to your brand, and consistent with that brand, it's not strategic.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name is required. Email address will not be displayed with the comment.)