In today’s world consumers expect to be able to contact brands through their preferred channels, at a time that suits them, and seamlessly transition between channels. Likewise, organisations want to integrate digital channels into their business strategy to foster brand loyalty and encourage repeat business. Strategic planning for the digital landscape is therefore key for companies to meet both customer and business needs.

When embarking on digital planning, you must first define what your organisation’s digital landscape should look like and its purpose:

• Identify which digital channels are aligned with your business
• Understand your customers’ expectations regarding channels
• Map out all digital touchpoints for customer interactions
• Consider expanding digital channels to help reach a broader audience
• Recognise that certain channels cater to specific demographics.

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This article was first published in the 2024 Best Practice Guide - Shaping the Future

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