A strategic look at how to extend your digital footprint

Abstract

Purpose – The purpose of this paper is to provide an overview of the key strategic questions that need to be considered when evaluating whether or not to extend a company’s reach across multiple digital platforms. Design/methodology/approach – The viewpoint presented in this paper reflects both the practical experience of conceiving, launching and implementing a multi-platform digital strategy, combined with an academic insight into branding and strategic resource allocation and management. Findings – Before extending the digital footprint, executives need to consider several key questions that will impact on the relative success of their digital strategy. Practical implications – A digital strategy that extends a company’s reach across multiple platforms needs to be considered in terms of delivering against corporate- and business-level strategy to be effective. Originality/value – This paper presents a unique combination of practical experience fused with academic knowledge on the key questions that should be considered to successfully design and implement a multi-platform digital strategy.