Having profoundly transformed the demands of internal and external audiences, the digital revolution is leading administrations to rethink their relationship with users. And to undertake transformations to improve the quality and efficiency of the services offered.
A wide range of questions is thus posed to public entities today. As, how to develop their intangible assets in the digital sphere? How to embody their identity? How to express their missions and values, and for which targets? What are the new relational opportunities offered by digital channels? How can we take advantage of digital uses to improve the content offered? What new services should be offered specifically for the digital world?
Experience as a new intangible asset
Digital technology has multiplied the points of contact between the user and the public entity. The user constantly evaluates his overall relationship with the brand or entity. By the yardstick of his feelings during his various interactions with it. As a result, the end-user experience has been pushed to the forefront of organisations’ challenges. Where the virtual and the real are brought together.
Considering the physical and digital experience of its audiences in its entirety. By investigating all their contacts during their journey with the administration concerned, is an essential first step in conducting a digital strategy.
A strategy for a meaningful experience
Designing the target experience that you want to offer requires putting the user and his expectations at the center of your concerns. At the same time, the positioning and value proposition must be clearly defined. Reflections on the identity and/or brand strategy of administrations. But also on the clarification of their missions, their ambition, and their strategic objectives. All of these constitute the second fundamental component of the digital strategy.
Digital strategy as a springboard for a strong and coherent digital identity
The digital strategy of an entity is therefore a variation of its overall strategy. It takes the form of a set of initiatives (communication, tools, services) to be deployed on digital channels.
On the basis of a target user experience, the definition of this strategy makes it possible to, for example :
- establish the entity’s digital identity, its own territory, and its tone of expression
- determine which channels to use to make itself visible and interact with its audiences
- rethink the policy for designing and promoting its content
- to think about new digital services
- rely on existing or future networks to collect, disseminate or spread its knowledge
The digital strategy is part of the broader strategy of the brand or the public entity itself. It helps to produce a global experience for the user that is both relevant and coherent. All channels combined.
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