Organisations are evolving in a digital environment which is, by its very nature, complex, in which we see a proliferation of digital channels (websites, social media, apps, search engines, push mobile, etc.), the overturning of traditional influencing paradigms, a constantly adapting competition market, etc.
In this context, traditional methods of devising your digital strategy, based on standing out from the competition and coming up with creative communications concepts, no longer work. This model merely projects the company’s vision of itself on to its environment and not vice versa, i.e. seeking to adapt the company’s digital ecosystem to its fast-moving and complex environment.
Only web strategies based on observing and understanding the behaviour of individuals (whether customers or citizens) are sustainable whilst maximising return on investment. It is therefore vital to gather and organise data which will enable relevant strategies to be drawn up.