Devising sound digital strategies is contingent on several analytical methods: qualitative and quantitative research, analytics, survey research, secondary/syndicated research, focus groups, ethnography, trends & innovation, and competitive analysis. Strategic moves into the ever-expanding digital space cannot be completed on whims and the headliners- what’s hot today can be a story of the past within a single season. Hence, it’s all the more important to build an evolving roadmap based on persistent digital analysis is the key to putting dollars in the areas that best serve the business imperatives.
While it’s cliche to say “technology exists to serve the business”, digital initiatives fall in the same realm- business strategy must drive digital pushes.