C-Suites and other executive positions are often hesitant to invest heavily in digital marketing. This is frequently because past bolt-on digital campaigns did not deliver optimal results. When businesses leverage digital tactics without a defined process to measure success, it can be easy to hit a wall. However, a growing number of executives are facing up to the digital reality and investing in a roadmap to effectively navigate the marketing landscape online.
A digital roadmap is a strategic document that constructs a company’s digital vision and objectives in one convenient document. Let’s explore a few reasons why capitalizing on a digital roadmap can bring your company success:
1. Getting stakeholders directly involved
When constructing a digital roadmap, stakeholders’ involvement can provide an opportunity for everyone to sense check the rationale of your company’s current and proposed digital strategy. Ultimately, your company’s stakeholders care about business success, not so much about the tactics. Getting stakeholders involved early on ensures that the digital efforts you make reflect the overarching goals of your organization. Be sure to include your CIO as well to ensure your company is choosing the right technology, as this is critical to the success of your business,
2. Documenting short-term and long-term goals
The primary objective of a digital roadmap is to build a document that organizes both short-term and long-term goals into strategies to achieve those goals. A digital roadmap provides the perfect opportunity for the marketing team to solidify your organization’s goals and begin to take measurable steps to achieve them.
3. Giving yourself a flexible timeframe
Your roadmap should include built-in timeframes for each goal. Any long-term digital goal you intend to achieve should not surpass three years, since the digital environment changes so rapidly. Your roadmap is a living plan that evolves as you implement and analyze your strategies, so don’t expect to have a hard and fast deadline. Allow your efforts room to grow under a flexible timeframe.
4. Discovering what works & what doesn’t
Because your roadmap should be adaptable to a changing digital landscape, your company should be able to easily view your defined strategies to see what is working, what isn’t and what needs to be updated. After executing any strategy, it's critical to measure success and correct course if goals are not met or hypotheses are proven. Utilize key performance indicators to mark your success and share big wins with your stakeholders!
5. Delighting your customers
At the end of the day, your customers’ experience should be top-of-mind. After all, happy customers bring in more revenue. If your roadmap is fruitful, your customers will appreciate the value your company brings to their lives. Align your strategies to revolutionize your customers’ experience—not because it only helps your business, but because your customers expect a first-in-class digital experience.
Your digital roadmap should be a concise, high-level document used as a reference point to keep your strategies on track. Your roadmap will provide transparency and accountability that C-Suites will see the value in. Want help getting started? Contact Falls Digital to help get your digital roadmap off the ground in 2018.