Digital strategy for ebusiness

1. VDIS10026 Managing
Design and eBusiness
SANGEETA JAIN

2. Digital Media
Strategy for e-
business

3. Digital media refers to audio, video,
and photo content that is encoded,
can be easily manipulated, distributed,
and rendered by computers, and
transmitted over computer networks.

4. Strategy is a plan to
achieve a desired
goal in the future.

5. An e-Business Strategy is a plan
consisting of short and long term
goals for the right digital technology
to deal with internal and external
factors in the business environment.

6. The Strategy
 Strategy typically involves two major processes:
1. Formulation: analysing the situation and drawing a plan
 What do we do?
2. Implementation: action taken to achieve the goal
 How do we do it?
 In a business related strategy there is also a third aspect
involved which basically refers to beating the
competition/competitors
 How do we excel?

7. Strategy – Formulation
 Strategy is a series of decisions and actions that are taken to
achieve stated aims and objectives. These decisions and actions
are based on analysis of key elements of the strategic process.
 The analytical part of strategic process comprises internal (strengths
and weaknesses) and external analysis (opportunities and threats).
 Combined, the internal and external analysis forms the basis for
SWOT analysis (strengths, weaknesses, opportunities and threats).
 It is from the SWOT analysis that the key strategic issues are
identified. The key strategic issues are the ones deemed most
important that require attention and are given a high priority rating.

8. Strategic Issues Examples
 Summarise reasons/set goals for the need of a digital innovation.
 Entering a new market
 Introducing a new product/service
 Finding efficiencies and cost savings
 Retaining existing customers
 Improving customer satisfaction
 Increasing market share
 Increasing customer base
 Improving communication with customers and suppliers
 Attracting quality staff

9. Strategy – Formulation
 Once the strategic issues have been identified the next stage
is the evaluation of the options available and the selection of
strategy. Evaluation of each option is undertaken using the
criteria of:
 Suitability deals with the overall rationale of the strategy.
 Feasibility is concerned with whether or not the business has the
resources required to implement the strategy (capital, people,
time, market access, and expertise).
 Acceptability is related to the expectations of stakeholders and
customers and expected financial and non-financial outcomes.

10. Digital Options Examples
 Summarise reasons/set goals for the need of a digital innovation.
 Email Marketing Campaign
 Use of Social Media to diversify digital exposure
 Opt for User Generated Content
 Implement a Loyalty Program
 Reach Out to Customers in Their Native Languages
 Simplify Checkout Process
 Think About Mobile Advertising
 Make Your Delivery Options Better Than the Rest
 Get Creative with the FAQs

11. Gain a competitive advantage: the option must result in superior
performance leading to a competitive advantage over rivals.

12. Read More:
 50 Unbeatable Ecommerce Marketing Tips (March 2017)
https://ecommerce-platforms.com/articles/50-unbeatable-
ecommerce-marketing-tips
 101 Different Types of Digital Content
https://www.zazzlemedia.co.uk/blog/digital-content-types/#gref

13. Strategy – Implementation
 The implementation of strategy involves the practical measures taken to
action the selected strategic option or options. For example, if you currently
show information on your website but do not take orders or encourage
customers to pay online, you might consider the following:
 Speak with a web developer about adding an e-commerce to your website
 Research companies in same/related industries that are selling online effectively
 Form a sales and logistics strategy for the new sales channel
 Define the marketing strategy for the launch/ongoing promotion of this channel.
 Launch your new sales channel.
https://www.business.qld.gov.au/running-business/it/digital-strategy/creating-strategy

14. Digital Media is a blend of technology and
content, and implementing digital media
strategy requires diverse skills, including
technical skills, artistic skills, analytical and
production coordination skills.

16. Key Components of Digital Strategy
 A digital strategy is made up of 9 key components. Depending on your
business type and industry, some of these will be more relevant to you
than others.
1. Online Presence
2. Digital Marketing
3. Selling Online
4. Customer Interaction
5. Online Security
6. Supplier Interaction
7. Mobile-based solutions
8. Efficiencies through technology
9. Cloud Computing
https://www.business.qld.gov.au/running-business/it/digital-strategy/creating-strategy

17. Read More:
 Creating a digital strategy
https://www.business.qld.gov.au/running-business/it/digital-
strategy/creating-strategy

18. Website – Terminology
A website is the most basic digital media option that any eBusiness will need. So
before we move on to designing a website, let us understand some the language
of the web.
Information Architecture
 Information architecture is the organization of information. This field studies how
to organize information most effectively to help people find and use it. It also
refers to the structure of a website, especially how pages link to one another.
Sitemap
 This is an index to all the content on a website. It is normally accessible from at
least the front page of the site and is used for two purposes: to help people find
what they are looking for on the site and to help search engines find all your
links.

19. Website – Terminology
Navigation
 Navigation refers to the system that allows visitors to a website to move around
that site. Navigation is most often thought of in terms of menus, but links within
pages, breadcrumbs, related links, pagination, and any other links that allow a
visitor to move from one page to another are included in navigation.
Global Navigation
 Global navigation is the general menu choices that are repeated on all of the
pages contained in the site. It is sometimes called the main menu. Primary
navigation bars provide shortcuts to main sections on a website.
Local/Second Level Navigation
 Local navigation is a type of navigation where choices lead to subtopics
defined by one of the main menu subjects.

20. Website – Terminology
HYPERTEXT
 On the World Wide Web, the feature, built into HTML that allows a text area, to
become a "link" that retrieves another computer file (another Web page,
image, sound file, or other document) on the Internet is called the hypertext.
Labels
 Labels are the names used to identify menu options and/or site categories
Link
 The link element defines the relationship between two linked documents.
Status Indicator
 Is an indicator of “You are here” on the websites. It may be indicated by color
and/or graphic.

21. Website – Terminology
Rollovers
 A rollover is a mouse state or status, of which there are four: click, hover, move
and out. A link is a directional indicator, providing directions via the link to a
specific Web page or image or file.
Forms
 A form on a web page allows a user to enter data that is sent to a server for
processing. Forms resemble paper or database forms because web users fill out
the forms using checkboxes, radio buttons or text fields.
Wireframe
 A wireframe is a skeleton version of a website that depicts navigational
concepts and page content. A wireframe often has only sketchy text content. It
doesn't take into account visual design or page layout.

22. Website – Terminology
User Centered Design (UCD)
 The design process that places the user at the center of the design
rather than the object to be designed. It is a philosophy and process
rather than an end in itself.
Fold
 The fold is a term carried over from newspaper design and
pagination (where the fold referred to the physical fold in the
paper). The fold in a website is the point on the webpage that rests
at the bottom of someone’s browser (in other words, to see anything
below the fold, they would have to scroll down).

23. Website – Domain Name
 A domain name is a unique name that identifies a website. The
domain name should reflect the company’s brand, products or
services. The domain name (URL) is the pathway for a customer to
reach your eCommerce store. Domain names must be registered.
To register your domain name, you will need to find an accredited
registrar and pay a fee.

24. Website – Hosting Company
 Websites are hosted, or stored on special computers called servers.
Web hosting is a service that allows businesses and individuals to post a
website onto the Internet. They can also provide multiple email
addresses. Monthly fees for web hosting vary depending on how large
your website is and how many visits you get. When users want to view a
website, all they need to do is type the domain into their browser. Their
computer will then connect to your server and your webpages will be
delivered to them through the browser.
 The next step is to ready the content. Think about what you want your
customers to be able to do via your website. This will help you work out
what sections or pages you want to include. Consider what information
or transactions your customers will want and make sure the site is
structured to make it easy for them to find and do the things they need.

25. Now, Build the Website! We will look at the details of this in our next lecture…