What is your digital strategy?

People expect companies and government agencies to present them with information and options for engaging in the same way they get information and handle tasks in their personal life. In North America alone, over 78% [1] of the population are using tablets, cell phones and computers. Whether it is waking up to your daily news feeds on Twitter or purchasing movie tickets, it is being done online.

Which device people use is more a matter of convenience. Due to the shift to mobile devices and the heavy use of social media channels for both personal and business, companies and agencies need to approach their digital strategy to align with their customers habits. The daily routine for most people has changed to become one of convenience when getting information or performing tasks online.  In other words, today websites are just one of many online vehicles used to procure information and engage with companies and agencies. Although mobile device use is growing rapidly, a recent Gartner survey reports that the corporate website will not be replaced anytime soon and should play a key part in your digital strategy.

When you are developing your company’s digital strategy, think about how your customers expect to get information and interact with you. If you aren’t sure what your customers habits are, try using focus groups to narrow down their routines and use of devices for engagement and information. Use social media platforms like HootSuite to listen to your customers and discern their preferences. Then build your strategy around that. The technology and social networking details will fall into view once you understand your customer.