Digital Business Strategy BAM7009 Assignment Sample

Introduction

The implementation of digitisation not only improves efficiency and the process of decision-making, but also provides the required platform that ensures superior customer experience for enhancing global reach. Digitalisation is considered as one of the most important strategic priorities of organisations in terms of bringing new opportunities (Elget al. 2021). The NHWF is a non-profit organisation that is focused towards promoting wellbeing and health of the population across the people of the UK. Considering the need for digitisation as a business strategy the present report is currently being developed for the National Health and Welfare Foundation (NHWF).

Background

NHWF was established three decades ago due to which the company has mainly relied on traditional methods for increasing reach along with physical events for achieving the mission of the company. This made NHWF an organisation with an expertise in conducting offline initiatives. This hinders the ability of the company to reach a wider audience, optimise their operation while also adapting the changes in trend as witnessed in communication and fundraising.

The present report primarily conducts a brief audit of the digital strategy of NHWF. Based on this audit the report develops a digital strategy for supporting the organisational objectives in the second stage. The third and final stage of the report showcases recommendations on how the digital strategy can be implemented across NHWF for benefiting the objectives of the organisation.

Analysis of the key issues

Inconsistent posts across social media platforms

Sparse social media activity is the primary outcome that has been recognised from auditing the digital strategy of NHWF. NHWF has official pages across social media websites such as X handle and Meta platforms such as Facebook and Instagram. However, it has been recognised that the company does not frequently post content or engage with the audience across the online platforms [Refer to appendix]. This implies that targeted content development is considerably low that facilitates community developing initiatives. According to Mehrotra and Siraj (2024) social media platforms can facilitate non-profit organisations to develop brands, share the mission of the organisation and even increase the reach for raising more funds and drive action towards their cause. This provides a considerable scope for NHWF to make frequent contents and user engaging social media activities as a step towards digitisation a part of the organisation’s corporate strategy. Integrating such a form of digitisation may provide NHWF the platform for reaching more audiences and popularise the objective of promoting health and welfare across the UK population essentially increasing the reach and engagement of the company.

Lack of online presence

Online presence is one of the core foundations of improving digitisation on an organisational level. In this regard the results from the audit recognised that NHWF significantly lacks online presence as compared to the current online presence standards according to the digitisation trend in the modern world. NHWF only has a basic website which serves as a portal for information for UK based audiences seeking health and welfare services. This leads to numerous missed out opportunities of fundraising. On the other hand, many of the healthcare industry experts that have harnessed digital technology offer interactive features and tools of engagement across their online websites such as infographics, feedback animation and videos. According to Dwivedi et al. (2021) the development of corporate strategy through website development can result in increased engagement, more generation of traffic, better ranking in SEO and elevate the overall user experience. These interactive features across websites have the potential of attracting more users through which organisations such as NHWF can promote their cause of health and welfare to a larger audience across the UK.

Manual data management

Manual data management is one of the greatest challenges that has hindered the productivity of NHWF in raising awareness on health and welfare across the UK. As an organisation developed three decades ago NHWF has maintained its conservative approach towards the digitisation phenomenon as compared to its counterparts in the UK healthcare sector. NHWF strongly relies on the manual processes of data management that includes information about the donor along with registration of events and outcomes associated with programs. This leads to limitations in terms of seamless operations, conduct error-free managerial practices and enhance the overall productivity.  According to Syed et al. (2023) the heavy reliance on manual data management is subject to challenges of issues in data quality control, high cost on human resources, issues in compliance, accessibility of data, and human error in data management. In this regard, the audit report finds considerable scope for NHWF in adopting digital solutions such as big data analytics, cloud computing, blockchain and technologies based on Internet of Things (IoT) and integrate in the corporate strategy of NHWF. Such corporate strategy can not only enable the brand to adopt digitisation for seamless data management but also reduce costs on personnel and improve in the area of errors in data management.

Limitations in harnessing analytics

Analytics or business analytics refers to the set of disciplines in collaboration with technologies that are used for solving business challenges. Analytics generally make use of data analytics, statistical models along with other methods that specialise in deriving quantitative results. The audit report showcases that NHWF have significant challenges in harnessing modern day digital techniques such as analytics in improving digital growth for health and wellness awareness (Mumtaz et al. 2023). The increase in need of digitisation across the business world, particularly the healthcare sector poses a challenge for NHWF that lacks robust digital strategies. 

NHWF has failed to leverage analytical tools for understanding online audiences while tracking performances of the campaigns and measuring the full impact of the programme and measuring the impact of the programs. In this regard Holmlund et al. (2020) have stated that data analytics as a part of corporate strategy can significantly facilitate in areas of organisational decision making process, enhance customer experience and ensure a competitive advantage. NHWF as a non-profit organisation does not have the obligation of securing competitive advantage, but has a strong drive towards promoting awareness on health and welfare of the UK population as a public funded company. This is due to the fact that organisations such as NHWF highly relies highly on public funds from potential donors to generate revenue. As a result, using digital technology can help NHWF in tracing how the firm can improve in terms of campaign performance to have the highest degree of impact. Therefore, the integration of data analytics in NHWF corporate strategy can help the firm recognise the scope in enhancing digitisation. 

Discussion 

The audit report derived multiple drawbacks of NHWF with regards to digitisation reflecting on how the organisation has failed to harness digital technologies for their success. Considering the audit report the following points showcase the Digital strategies for NHWF.

Website Enhancement

The audit report recognised that interactive features and engagement tools have been lacking from the website of NHWF, limiting its potential to serve as a portal for information. In this regard, “Call to Action (CTA)” can be employed as a website enhancing process for attracting an audience for donations and contributing to the cause towards promoting health and awareness (Zito et al. 2021). Making use of “Contact Us” or “Donate Now!” are some of the straightforward slogans that specifically conveys the objective and intention of NHWF while creating a sense of urgency to the audience (Forbes, 2021). In addition, the generic improvement such as page speeds, working on a responsive and navigation design followed by optimising the homepage can further contribute to the website enhancement of NHWF. 

The generic improvements can be complementary to the CTA strategy as they are primarily focused towards delivering an overall positive user experience to the audience. The idea of the digitisation is for the audience and visitors of the website finding the website as engaging with compelling content. NHWF can make use of infographics in a storytelling format to convey the mission of the company addressing the people which the brand serves. Through website enhancement, NHWF can access multiple touchpoints of the customers and establish connections with the population of the UK that seeks health and welfare service. This can significantly help the brand in improving the fundraising efficiency.

Social media overhaul

The audit report has recognised that despite the presence of NHWF across social media platforms such as X, Facebook and Instagram, the company has been inconsistent with their social media activities in delivering engaging content to connect with the brand. In this regard, NHWF is required to deliver frequent and regular social media content across all three platforms by considering demographics of the users that follow NHWF pages. Storytelling can be used by NHWF such as testimonials that showcase how the brand had an impact on improving healthcare and welfare benefits in the firm (Keith, 2023). NHWF is also required to make use of multimedia contents such as graphics, videos and images with the intention of making the content more engaging and shareable with a significant focus towards the consistency in branding (Forbes, 2023). Apart from this notion, the engaging and growing online community is also required to be conducted by NHWF. In this regard, NHWF can monitor and promptly request comments and respond to questions by audiences across social media channels. This can benefit the NHWF in reflecting its commitment through responsiveness and attentiveness to the needs of the supporters that are crucial for increasing reach and engagement. 

Implementing CRM system

The “Customer Relationship Management” (CRM) system refers to the process in which businesses and other organisations administers the interaction with the respective customers of the firm. Non-profit CRM system as opposed to the CRM system of profit making companies comprise of programs designed for fundraising. For fulfilling the objective of increasing fundraising efficiency, CRM can be developed by NHWF as a non-profit organisation as a tool for fundraising that can recognise and reach out the respective donors for conducting prospect research. NHWF primarily has the potential to implement CRM using their websites that might include online tools integration for fundraising, management of campaigns and processes of payment. 

In addition, automation can also be processed through CRM that can manage time and enhance the daily routine. NHWF as a digital strategy can improve on key automation of actions such as engaging customers with general emails, sending awareness of agenda and follow-up emails, automate calls, and trace potential leads from donors and fundraising opportunities (Sher, 2023). It is evident that the existing managerial systems in NHWF for internal communication have been inefficiency reflecting on major missed opportunities in efficiently handling business operations. The implementation of CRM systems allows organisation of effective interaction while conducting exchange of information with every stakeholder of NHWF. This can significantly improve on achieving increasing the fundraiser efficiency by improving and establishing positive relations with potential donors. 

Data Analytics tool

The results from auditing the current practices of NHWF have also shed light on the lack of using data analytics. Usage of data analytic tools NHWF improve towards the brand’s audience, track the performance of the campaigns and impact of the programs. Big data analytics and predictive analytics can considerably contribute to the benefit of NHWF in accurately measuring the efforts of promoting health and welfare (Discoverdatascience, 2024). This can serve as the foundation on which NHWF can better tailor the efforts to ensure that their respective organisational campaign is more effective. Hence, it can be understood that big data analytics can facilitate NHWF through data driven-decision making processes by providing an understanding about health and welfare trends across the region of the UK. 

Summary conclusion and recommendations

Conclusions

This study has concluded that development of digital strategy for supporting objectives of organisations helps to gain support of customers in business. Digital business strategy for NHWF benefits for developing organisational performance and revenue with management of website enhancement. Social media overhaul is another way for increasing organisational performance and revenue. Audit report of NHWF has recognised that despite organisation across social media has been inconsistent for developing customer base and revenue. Management of social media contents and implementation of CRM system enhances potential for using websites for conducting prospects research that involves online tools integration to raise funds that can reach and recognise out the respective donors to conduct prospects research. Data analytics tools in NHWF shed light on the recent practices for organisation to increase revenue and reputation. Usage of data analytic tools for NHWF helps to develop digital business strategy for organisation that leads to success for business. NHWF relies on manual processes for data management that involve donor information, program outcomes and event registrations. Organisation focuses on growth of skills of employees for delivering adequate services to customers and enhancing revenue and profit margin of organisations. Thus, it can be concluded that digital training for employees, online fundraising campaigns, and incorporating innovation in business growth. 

From the report associated with digital strategy development for NHWF it can be concluded that as an organisation developed three decades ago, the firm has significantly failed in adopting digital technologies. This led to significant lack of interactive features in the official websites that contributes to attracting stakeholders for donation. The report also finds significant inconsistency in posting content on social media platforms and engaging with the population. From the report, it can also be found that NHWF’s entire managerial system is reliant on manual procedures that are subject to issues of human errors reflecting an absence of digital business strategy. There are also limitations in utilising analytics in assessing the success and performance of the campaigns.

Recommendations

Online Fundraising Campaigns

Online fundraising is key revenue for generation strategy in non-profitable organisations and fundraising organisations for increasing money via digital means. Online fundraising is usually included in the online donations page and additional elements such as peer-to-peer fundraising, virtual events, matching gifts. According to Bin-Nashwan and Al-Daihani (2021), non-profit organisations and communities help to focus attention on suitable proactive strategies for developing online fundraising.  Application of this recommendation helps to improve fundraising efficiency in organisation. Following this, online fundraising in organisations enables recurring donations that increase digital business strategy for NHWF. 

Online fundraising has been on an upward trajectory for years that is impressive growth that is influenced by global pandemic. Besides this, Geiger and Moore (2022) have stated that the online fundraising process seeks financial contribution in organisations for developing capital for a variety of endeavours. Online fundraising would be beneficial for organisations to increase performance and productivity that helps to achieve future success of business with customer support. Online fundraising in NHWF helps to increase performance and revenue for organisations that lead to success in business. Digital business strategy for NHWF benefits to deliver effective services to customers and increase productivity. Thus, it can be recommended that NHWF has to focus on online fundraising campaigns to enhance performance of organisation. 

Providing Digital Training for Staff

Digital training for staff is used for digital development of business that delivers development programs and delivers learning. Digital age of NHWF has transformed work and students for remote learning that is an increasingly common part for digital business strategy. High quality of remote work in NHWF is offered by online training platforms, virtual classrooms, and webinars. As per view of Antoaneta (2023), digital technologies and digitalisation has impacted on the growth of the financial environment of organisations. Following this, NHWF can obtain effective success for organisations with management of digital training programs for employees to deliver adequate services to customers. Digital training for employees can be beneficial for NHWF for personalised learning paths that enhance the performance of organisation. This provides outcomes about adoptive digital trends in organisation for developing customer satisfaction. Organisation can gain insights into employee’s performance and learning patterns through utilising AI and data analytics that can be considered with digital development. On other hand, Watermeyer et al. (2022) have argued that use of digital technologies in organisations through training of employees enhances outcomes and productivity for business. Training programs for employees about digital technologies helps in up-skilling and deskilling opportunities that generate higher revenue for NHWF. Therefore, it can be recommended that NHWF needs to focus on digital training for employees in the development of business performance. 

Incorporating Innovation

Incorporate innovation creates culture and encourages creativity that promotes collaboration. Process of innovation is application for new technology that helps to retain competitive advantages and meet demands of customers of NHWF. Innovation is defined as a process for bringing new methods, ideas, products, solutions and services that have significant positive value and impact on business growth. Based on observation of Lim et al. (2020), effective innovation in organisation helps to enhance revenue and customer services for business. Following this, innovation delivers significant benefits that can help to solve problems, increase market share and generate profit. Incorporate innovation in NHWF improves productivity and reduces costs for organisations that develop competitiveness for business. Rapid innovation in NHWF can obtain support of customers through fulfilling their demands and increasing profit margin. Besides this, Kim et al. (2020) have stated that innovation in organisation helps to develop profitability and turnover for organisation. Following this, NHWF can gain support from customers with new methods, ideas and refreshing strategies for organisational development. Therefore, it can be recommended that NHWF has to focus on incorporating innovation in the growth of business in the management of new design and services for customers. 

Innovation in NHWF leads to improved quality of life for members of the community and better healthcare outcomes. Innovation platforms design for the streamline process of idea creation and evolution through proving the right set of resources in efficient manner possible. According to Iqbal and Hameed (2020), open innovation is the use of purposive inflows and outflows skills for developing innovation inside a firm. Open innovation is used for targeted objectives and discharges for advanced internal innovation and growth for advertisement marketplace for entrants use of common and modernisation. Benefits of business for building innovation help NHWF for fastening response times and better customer insights for market changes and increase efficiency in operations. Thus, it can be stated that incorporating innovation in NHWF would be helpful to achieve the future success of an organisation with increased efficiency in operations. 

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