Putting the "Multi" in Online Strategy - The 3 Fundaments of Online Strategy Enhanced

Posted by Gianluigi Cuccureddu SMP in Writers on October 04, 2010  |  0 Comments More from this author  |    |  Follow Gianluigi Cuccureddu SMP on: Facebook | LinkedIn | Twitter |

A year passed by since I wrote The 3 Fundaments of Online Strategy. Since then much has evolved, ubiquity is becoming a new standard.

New media devices are being released which expands the amount of channels and touch points for consumers. This challenges companies on a fast pace, keeping up with (technical/cultural) developments in order to offer that what consumers demand. Emphasis must be put on mobile devices and how they change and add value to the marketing strategy.

The Online Strategy extends from the computer to all sorts of mobile devices which are being increasingly used in daily lives. Every screen consists an application of its own three fundaments, moulding it in an integral and consistent proposition. The key is not to copy, but apply those aspects which fit the device and purpose/usage by user. Sometimes it means that it won't be implemented, sometimes it does.

When the expanded functional strategy is formulated, be sure to evaluate your strategic options against Johnson and Scholes' model of success criteria (Suitability, Feasibility, Acceptibility). To reference to the Social Media hype, jumping the bandwagon just because others do, is not based on strategic decision-making.

What are the two enhancements of Online Strategy?

Multi

To take it even beyond the abovementioned development, pointed out by Nicholas Negroponte, founder of MIT Media Labs: "soon every surface will be a display". This is in line with the Internet of Things.

This will become reality, probably sooner than later, hence putting the "Multi" in Online Strategy and acknowledging that both content (transmedia for instance) and context (the application and interaction of the content in relevant ways) are headed towards that refined interactive balance.

The "Multi" refers to:

* Multi-screen;
* Multi-entry and
* Multi-purpose.

The three are related to each other, multi-screen experiences are becoming the new standard, by that it means that experiences have multiple entries and therefore multiple purposes. All relevant to the experience and the device.

Examples can be found throughout AppMarket.tv in articles, where much is written about two and three screen experiences, be it in a companion or autonomous kind of application.

Technology

The other enhancement of Online Strategy is technology, both enabler and supporter of new experiences.

This is emphasized by an Advertising Age article about the Chief Marketing Technologist.
Technology is a strategic dimension of Marketing, fully harnassing its power will determine differentiation in offers and experiences.

The three reasons given in the article are:

* Software that is adopted now plays a significant role in defining the organization's capabilities;
* Software choices that are made are not independent of each other (think of Interoperability) and
* The growing opportunity of agile marketing, accelerating the operational tempo of marketing.

Online Strategy in its fullest scope will determine how companies will survive and thrive in an interconnected ecosystem, it certainly won't be easy but many companies are already proving with highly creative experiences that they're up to the challenge.