Creating a digital strategy, or any strategy for that matter, you need to:
#Know where you want to be
To decide on your destination, consider how various digital capabilities – email marketing, social media, paid search, and so on – will help your business accomplish its near term business goals and longer term strategies.
Bring knowledge of your business objectives to a strategy session.
Combine them with industry and competitor research, knowledge of your customers, and analysis of digital trends to define your 'Desired Future'.
#Know where you are at
With your destination in mind, examine and document the relevant aspects of you 'Current State'.
A thorough assessment of your current state will include more than a listing of your websites and eBusiness IT projects. It will include a look at your governance, culture, processes and capabilities as well. It is also likely that your desired future will have impact on the culture and processes of Marketing and Operations; impacting Sales and Product Development.
#Understand what separates you from your goal
Perform a 'Gap Analysis' by determining how the various aspects of your current state need to change in order for you to reach your desired future.
#Determine how to get there
Take the initiatives list into a planning session and prioritize them against competing priorities and put together a multi-year program, a 'Digital Roadmap'.
Hopefully, this roadmap will guide you to your future state by addressing the gaps you’ve identified
Plan to routinely revisit and update your strategy and roadmap.