The purpose of digital strategy is to use digital technologies, tools, and advertising platforms to achieve business objectives. It involves defining the vision, goals, and tactics needed to create a digital presence, engage with customers, and most importantly, drive revenue growth.

A good digital strategy is one that aligns with business goals and objectives, takes into account the needs and preferences of the target audience, and leverages the digital technologies and tools that drive the best performance. It should also be data-driven and adaptable, with regular assessments and adjustments made based on performance metrics against key performance indicators and feedback.

To align your digital strategy with your overall business goals, start by defining your business objectives and key performance indicators. Then, identify the digital channels and technologies that will best support these goals, and create a plan to integrate them into your overall business strategy. Regularly assess the performance of your digital strategy and make optimisations as needed once you’ve reached statistical significance.

Incorporating customer feedback is an essential part of digital strategy. Start by listening to your customers and understanding their needs and preferences. Use feedback tools such as post-purchase surveys, reviews, and social media to gather customer insights, and use these insights to inform your digital strategy. This should be an evergreen part of your digital strategy, it’s not set and forget.

You need to establish key performance indicators (KPIs) that align with your business objectives. Some common KPIs for digital strategy include: - Website traffic, pages/session - Leads, marketing qualified leads, sales qualified leads - Deals closed, purchasers, revenue, return-on-ad-spend (ROAS), marketing efficiency ratio (MER). Regularly track and analyse these metrics to identify areas of success and areas for improvement, and adjust your KPIs regularly to ensure they meet your business objectives.