Point of view: View digital holistically

John Woodward

Who doesn't want to make their digital strategy more effective? In an environment where you can do almost anything but resources are inevitably limited, what should you do? Unfortunately, there is no universally accepted methodology but a plethora of ways to approach it from predominantly ROI-based, often borne of CRM, to predominantly social-based, often rooted in conversations.

Point of view: View digital holistically

John WoodwardPublicis Worldwide

"What should our digital strategy be?” is a question often asked by clients. It's perhaps the most difficult to answer and is complicated by several factors...

Digital encompasses digital advertising, e.business, e.CRM, websites, social networks, video-sharing, applications and more. A comprehensive digital strategy needs to cover all these.

At present, we lack a universally accepted methodology. There is a universally accepted planning cycle for communications, which people tailor and try to claim is proprietary, but in digital there are a plethora of ways to approach strategy - from predominantly ROI-based,...

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