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Digital Maturity: the Channel Strategy Dimension

by Kelly Kubrick on January 20, 2013

Originally published on the Digital Strategy Conference blog; republished with permission from dStrategy Media.

The fifth dimension of digital maturity is your Channel Strategy. It is one of Six Dimensions of Digital Maturity™ assessed in the dStrategy Digital Maturity Model™, a business planning tool to help organizations improve their digital processes against an established standard.

Channel Strategy icon from the dStrategy Digital Maturity Model

This dimension relates to your organization’s approach to its channel strategy for its digital initiatives. You’ll notice that “mobile” is not a channel – instead, our model assumes your digital channel interactions regardless of the customers use of desktop web vs mobile environments.

Three channel categories

There are three categories of channels, not all of which may apply to you.

  1. Digital marketing and communications channels including the use of paid (advertising), owned (website, mobile app or blog) and earned (social or public relation) media OR
  2. Digital ‘transaction-enabling’ channels such as a) ecommerce or membership sales, or to accept donations b) Non-financial transactions such as accepting job or grant applications, accepting votes or generating leads OR
  3. Digital distribution channels including direct to consumer, retail, wholesale or affiliate / partners.

How does your organization approach its channels?

Think about your organization and its approach to channel management:

1. Which of the three categories of channels described above are you currently using?
2. How would you characterize your organization’s approach to each?
3. What is the funding model for your digital channels?
4. How do you measure performance measurement of your digital channels?

Next, let’s take a look at your organization’s social business strategy.

Answering these questions is will help your organization determine if it is in the best position to implement your digital initiatives. What do you think? Have you got the right channel strategy in place to ensure your organization’s digital success?

Next: Social Business Strategy

Next, let’s take a look at the sixth dimension, your organization’s social business strategy.

Participate in the dStrategy Digital Maturity Benchmark Survey

For specific questions that measure the human resources dimension of digital maturity, take the dStrategy Digital Maturity Benchmark Survey. We will share our collective results at the next Digital Strategy Conference.

Learn how to measure your organization’s digital maturity

Or, to measure your organization’s digital maturity across all six dimensions, register for our Mapping Digital Maturity Workshop, a practical, hands-on learning session to help your organization create a road map for digital success.

read more
Kelly KubrickDigital Maturity: the Channel Strategy Dimension

Digital Maturity: the Content Strategy Dimension

by Kelly Kubrick on January 10, 2013

Originally published on the Digital Strategy Conference blog; republished with permission from dStrategy Media.

The fourth dimension of digital maturity is your Content Strategy. It is one of Six Dimensions of Digital Maturity™ assessed in the dStrategy Digital Maturity Model™, a business planning tool to help organizations improve their digital processes against an established standard.

Content Strategy icon from the dStrategy Digital Maturity Model

With thanks to the combined efforts of Rahel Anne Bailie, Noz Urbina, Halvorson, Kristina and Melissa Rach to provide our industry with working definitions:

Content strategy is “a comprehensive process that builds a framework to create, manage, deliver, share and archive or renew content in reliable ways”

Content strategy encompasses multiple processes

• The inventory and format(s) of the content it produces
• The location and storage of its content
• The organization’s content development and publishing process
• The performance measurement of the content it produces
• The content evaluation and archiving process

Content assets include more than we think

• Information about your organization, the people/employees, and contact information, mission.
• Product and service information
• Sales collateral
• Marketing and or advocacy collateral
• Advertising collateral
• Customer service information
• Employee education and training material
• Product support
• Policies and legal information
• User generated content such as reviews, testimonials, customer service tickets
• Your web, mobile app, blog, social or email content

How does your organization approach content strategy?

Now, think about your organization’s approach to content:

  1. Is there a comprehensive inventory of content?
  2. Which format(s) is that content available in?
  3. Where is content located and stored?
  4. What is your content development and content publishing process?
  5. Who is responsible for producing content?
  6. How is content evaluated?
  7. What is your content archiving process?
  8. Are you producing all the content you need?
  9. What is your policy towards the use of third party sources of content such as user generated content?
  10. Is there clarity internally about the difference between responsive versus adaptive content?

Definition: Responsive Content vs. Adaptive Content

Responsive content “responds to the environment based on screen size, platform and orientation. Content designed for desktop is automatically resized to the screen size of the device in use” – essentially changing in how the content is displayed, visually.

Adaptive content is “format-free, device-independent, scalable, and filterable content that is transformable for display in different environments and on different devices in an automated or dynamic fashion.”

Source: Rockley, Ann and Charles Cooper, Managing Enterprise Content: A Unified Content Strategy, Second Edition, Ann Rockley and Charles Cooper, New Riders, 2012)

With adaptive content, structure is applied to content so that it can be displayed accordingly to business rules that vary by use case.

Answering these questions is will help your organization determine if it is in the best position to implement your digital initiatives. What do you think? Have you got the right content strategy in place to ensure your organization’s digital success?

Next: Channel Strategy

Next, let’s take a look at the fifth dimension, your organization’s channel strategy.

Participate in the dStrategy Digital Maturity Benchmark Survey

For specific questions that measure the human resources dimension of digital maturity, take the dStrategy Digital Maturity Benchmark Survey. We will share our collective results at the next Digital Strategy Conference.

Learn how to measure your organization’s digital maturity

Or, to measure your organization’s digital maturity across all six dimensions, register for our upcoming Mapping Digital Maturity Workshop, a practical, hands-on learning session to help your organization create a road map for digital success.

read more
Kelly KubrickDigital Maturity: the Content Strategy Dimension

Digital Maturity: the Data Strategy Dimension

by Kelly Kubrick on December 20, 2012

Originally published on the Digital Strategy Conference blog; republished with permission from dStrategy Media.

The third dimension of digital maturity is your Data Strategy. It is one of Six Dimensions of Digital Maturity™ assessed in the dStrategy Digital Maturity Model™, a business planning tool to help organizations improve their digital processes against an established standard.

Data Strategy icon from the dStrategy Digital Maturity Model An organization’s data strategy “reflects all the ways you capture, store, manage and use information.” Without a data strategy, organizations struggle with

  • Uncertainty about what data is collected / available
  • Poorly understood data standards, and how that can lead data quality issues
    • Is it ‘stale’?
    • Is ‘clean’ and / or ‘trusted’?
    • Is it ‘usable’ / is it ‘accessible’? In which formats?
  • Deciding how long they should store data
  • Who / which roles should be responsible for protecting and securing data
  • A lack of recognition of the strategic value of the data collected

Now, think about your organization’s approach to your data:

  1. Could you inventory the different data sources your organization has available? Within each, do you know what data you are collecting?
  2. How would you characterize your organization’s collection of customer data such as email addresses, ecommerce sales data, or member information?
  3. How would you characterize your organization’s use of data?
    • How ‘clean’ is your data?
    • Do you trust the data?
  4. Who is responsible for collecting and cleaning the various data sources?
  5. Are you collecting the data needed for you to take action with it?
  6. How quickly does your organization act on the data (offline / operational, customer, or digital) you are collecting?

When assessing your level of maturity in data strategy, think about the data you collect, how you use and share it and how frequently and how quickly you act on it.

Answering these questions is will help your organization determine if it is in the best position to implement your digital initiatives. What do you think? Have you got the right data strategy in place to ensure your organization’s digital success?

Next: Content Strategy

Next, let’s take a look at the fourth dimension, your organization’s content strategy.

Participate in the dStrategy Digital Maturity Benchmark Survey

For specific questions that measure the human resources dimension of digital maturity, take the dStrategy Digital Maturity Benchmark Survey. We will share our collective results at the next Digital Strategy Conference.

Learn how to measure your organization’s digital maturity

Or, to measure your organization’s digital maturity across all six dimensions, register for our upcoming Mapping Digital Maturity Workshop, a practical, hands-on learning session to help your organization create a road map for digital success.

read more
Kelly KubrickDigital Maturity: the Data Strategy Dimension