6379 — Blog 3B: Is setting long-term strategic objectives for a website is unrealistic?
Technology has developed so fast nowadays, that the internet is using all kind of technologies that never existed before, for example, machine learning, artificial intelligence, SEO, and others. With all the changes that can happen anytime in the digital marketing world, it is understandable why setting long-term strategic objectives for a website is a bit unrealistic. However, it does not mean that the strategy is not necessary.
Strategy formulation often requires companies to evaluate new models since to survive in the digital age means companies need to continually innovate to defend market share for competitors and new entrants (Chaffey & Ellis-Chadwick, 2016). Porter (as cited in Chaffey & Ellis-Chadwick, 2016) stated that the internet and the digital era help intensifying the importance of strategy, the however business also has to be cautious and paying attention to where the company should focus when developing their business strategy.
McDonald (as cited in Chaffey & Ellis-Chadwick, 2016) characterised both strategic plans that are appropriate to digital marketing planning which cover three to five years strategy and tactical plans over a shorter period. Chaffey and Ellis-Chadwick (2016) elaborated on his statement, suggesting a digital transformation plan that covers four area:
1. Identifications of changes in competitive forces in macro-environment and micro-environment
2. Developing value propositions for online customers
3. Definition of technology infrastructure and information architecture to deliver value proposition
4. Changes to governance of marketing activities affecting 7S (Strategy, Structure, Systems, Staff, Style, Skills, and Superordinate goals)
According to their digital transformation plan, planning long-term strategic objectives are highly unlikely because, from area #1 itself, macro-environment aspect is uncontrollable, for example, law/legal variable.
However, it does not mean there is nothing that can be done. Other long-term strategies can be done with short-term tactical moves, with strategy adjustment according to the company’s goals. Micro-environment is controllable aspect from the procedure and adjustable as well. Honestly, I would opt for a short-term strategy because this kind of approach seems to fit best with the rapid changes in technology.
If you were the business owner, would you choose to do long-term strategy or short-term strategy?
Reference:
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: Strategy, implementation and practice[VitalSource version].
