What is a digital strategy?

A digital strategy covers the planning and implementation of measures to strengthen a company's online presence. This includes social media strategies, content marketing and website optimisation in order to achieve the company's goals in the digital space. 

For a successful online shop, for example, key factors in developing a digital strategy include clear target group identification, sensible platform choice, mobile optimisation, effective online marketing, security and continuous data analysis. It is about offering a personalised shopping experience, increasing visibility, gaining trust and constantly optimising the website. All of these aspects need to be planned and are part of a good digital strategy for, say, e-commerce companies. 

Other companies focus, in developing their digital strategy, on optimising their services in digital products, for example insurers or banks that offer complete self-service via mobile phone. In this area, too, one has to engage with one's customers in depth in order to achieve an optimal user experience and at the same time retain customers for the long term.