Digital Strategy

Abstract

Digital strategy is the use of Internet‐based platforms and data to inform and implement online communication objectives that meet organizational goals. An organization's digital strategy should parallel its overall communication strategy, which includes traditional strategies. Digital strategy is an approach where organizations use online platforms and digital data to fulfill marketing, advertising, and/or public relations goals and objectives. Often a digital strategy uses big data to direct content and messaging to highly targeted and niche audiences in online spaces. The online spaces are typically user‐driven platforms and for organizations and users to interact. Several different tactical elements can be used to implement a digital strategy, including social networking sites, websites, e‐mail newsletters, search engines, search engine optimization, paid influencer programs, mobile applications, analytics and metrics, and more. All types of organizations, including nonprofit, for‐profit, government, and activist organizations, use digital strategies in their strategic communication programs.