Why do we need digital strategies?

It’s a lovely Monday morning, and I’m in a meeting with a customer. The message from the top executives is simple. “We have to create mobile apps now!”. After hearing them speak for 45 minutes, I ask them. Why do you want to create mobile applications? After a long pause, the answer I hear is “because everyone is doing it.” 

This scenario is constantly repeated is conference rooms and business meetings. The number of companies penetrating the world of mobile applications (iPhone, BlackBerry, iPad, etc.) is increasing rapidly due to new devices, technological advancement of hardware and increased network bandwidth. Despite applauding the desire to venture into a world as promising as mobile, I think most companies are taking their first steps down the brink of an abyss without thinking about a formal strategy or having a solid plan. 

Mobile should not be considered just another sector where companies must be present because it is the market trend. On the contrary, mobile provides another channel of interaction between customers (users) and the company. It is simply another channel that must be added strategically to the ecosystem of channels that facilitate interaction with users. What do we do? Mobile provides another channel of interaction between customers (users) and the company. It is simply another channel that must be added strategically to the ecosystem of channels that facilitate interaction with users. What do we do? Mobile provides another channel of interaction between customers (users) and the company. It is simply another channel that must be added strategically to the ecosystem of channels that facilitate interaction with users. 

What do we do?

  • Companies must create a digital strategy. A few years ago the digital strategy only meant creating the strategy of the website. Those days have been in the past. As much as on the web, companies must determine what kind of information and interaction with the user is required to communicate and achieve the goals of the company’s brand and at the same time meet the needs of users
  • The strategy must take into account how the mobile applications will be part of the application ecosystem of the company. We must remember that we are adding another channel of interaction with users that must work in harmony with other applications and entities (web, retail, etc.)
  • Create a roadmap based on the digital strategy that will lead us to reach the vision

What do we gain from a digital strategy?

  • It makes it easier to determine where to invest resources and money more effectively depending on the priorities identified in the strategy
  • Avoid investing money in functionality or projects that are not necessary according to the goals the company wants to achieve

We have to get out of this vicious circle of creating mobile apps simply because it is the fashion and we feel that “we are going out of fashion”. The next time you go into a meeting to discuss how to attack the mobile market, my recommendation is to start the meeting with a simple question. Why are we entering the mobile world? I hope there is no silence in the room.

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