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Digital strategy involves developing a vision around identifying the opportunities and/or challenges in a business where the digital assets can be utilized to provide a digital solution that will fulfill the business goals and objectives. Identifying the unmet needs and goals of the customers that most closely align with those key business opportunities and/or challenges and prioritizing a set of online initiatives which can deliver on this vision developed around this strategy are critical for its success.

This strategy offers brands and companies new, unique ways of engaging with their customers and audiences to a far higher level than has been previously possible. Initial faltering steps in digital marketing such as PPC and SEO are the tip of the iceberg as to what is possible. Well-conceived digital strategies and campaigns will push brands ever forward in the consciousness of their audience and lead to lasting adoption, advocacy and, over time, increase expectation from industries as a whole. From an audience perspective, cutting edge digital solutions allows the engagement to change from being a monologue to a dialogue.

The lifetime of a digital strategy is a frequently debated subject. Given the different approaches, aims and strategies employed, there is very rarely a 'one size fits all' answer to questions concerning the length and lifecycle of the this strategy. Digital strategies do not have lifetimes. Campaigns within a digital strategy are likely to have a set lifetime, but the strategy continues with evaluated aims and successes from previous campaigns taken into account and expanded upon. This is why the visual representation of a digital strategy is circular, each campaign building and growing into the next.

The perfect digital solution which can empower the marketers during the entire customer lifecycle, from acquisition to engagement should have the right blend of strategy, experience and technology. Moreover the digital solution should define the long term strategy that is measurable and iterative to ensure that the digital initiatives are successful.

Engagement is at the heart of digital strategy. When audiences are engaged they react with the brand, build against the goals of this strategy and ultimately deliver the value of the campaign. Engagement can either be with an audience or an individual. Monitoring and engagement run hand in hand. It is important to react in a timely fashion and in the right way through adequate personalization. Regardless of the campaign or goals of the originating message, the key to engagement is to understand what the audience need. If a member of the audience has taken time to react to the message - now it is the responsibility of the team managing the engagement to deliver on the implicit promise made by the brand, and attempt to start a dialogue. Digital strategies run in cycles and the purpose of evaluating any particular cycle is not to apportion congratulations or blame, but to learn about how to improve the next cycle.

The digital solution which makes sure all your digital assets are utilized to justify the ROI on digital marketing should incorporate the capabilities to bridge the gap between the present state and the desired sate outlined by the vision of this strategy.