Digital Business Strategy BAM7009 Assignment Sample 

1. Introduction

Digital transformation plays a pivotal role in increasing organisational effectiveness enabling organisations to align with the dynamic business environment. The increased adherence to technology in the market both by the customers and global industries paved the way for the digital transformation of organisations. The exponential growth of technology due to global connectivity and Covid-19 further changed the business dynamics along with the expectations and behaviour of customers (Kraugusteeliana et al., 2022). The use of digital technologies benefited industries with better decision-making systems, as well as operational efficacy by reducing manual errors. In the health and wellbeing sector, the development of technology and the integration of the same have been acknowledged which has reduced the paperwork and errors and increased operational efficiency (Sorensen et al., 2021). The implementation of data analytics, digital marketing, AI, digital training for employees, customer relationship management (CRM) systems, and other online fundraising systems crucially increased the success of organisations in the sector.  

The present report includes an analysis of the current digital strategy used by the National Health and Wellness Foundation (NHWF) in the UK which is a non-profit organisation that focuses on offering health and well-being services to customers. In addition, following the current digital strategy, a digital strategy has been developed for the company that enables the company to gain a wider audience, adapt to the current communication and fundraising trends in the market, and optimise operations. However, recommendations for the company concerning the implementation of the digital strategy have been further made which can enable the company to improve the overall organisational success.

2. Purpose of a Report

The purpose of the report is to examine the current challenges faced by NHWF concerning the development of digital strategy which is impacting the business growth and success. In addition, the report aims to develop a digital strategy for the organisation that is likely to improve its online presence in the market. However, recommendations for developing the digital strategy have also been provided to the organisation. 

3. Digital strategy development

3.1 Task 1: Audit of organisation’s digital strategy

Digital strategy plays a significant role in improving the brand image in the market by increasing the reach to the customers. It is considered to be an approach that organisations incorporate to grow their brand in the market. The inclusion of digital strategy has been significant in the current business scenario as it improves the ability of organisations to differentiate themselves from market competitors by grabbing the attention of the customers. As per the words of Olson et al., (2021), digital strategy inclusion improves the long-term operational efficiency of organisations by helping them align with the current market trends and improving the market position. In addition, it has been mentioned that the development of digital strategy provides a scope for innovation that further drives organisational success by increasing competitive strength. The view sheds light on an understanding that following the dynamic business environment and the continuously changing business dynamics, the development of digital strategy stimulates the long-term growth of organisations. 

Following the view and referring to the case study, it has emerged that the digital inclusion of NHWF has been significantly low as the company has mostly relied on traditional methods to gain organisational success. In this case, it has emerged that the company has a limited online presence in the UK market reflecting the presence of a basic website that only provides information to the customers rather than providing a facility for developing online interaction. In addition to this, the company barely focuses on social media engagement despite having an account. In other words, there are limited posts on the social media account of the company which fails to drive customer engagement. The lack of unique, creative, and targeted content has reduced the ability of the firm to increase community engagement levels. This indicates an understanding that the concerned organisation has made an initiative to incorporate digital tools into the operational systems; however, the effective application of the same has been challenging which reduced the digital accuracy of the company. 

Furthermore, it has arisen from the case study that the company lacks the integration of data analytics as it highly relies on manual data management systems. This has potentially increased the level of inaccuracy of analysis of the data thereby increasing manual errors. The limited use of data analytics has further impacted the decision-making system of the organisation which has further reduced the ability to succeed in the competitive market. Also, this has reduced the ability of the organisation to track the performance of the campaigns conducted to gain the attention of the customers. As per the words of Khanra et al., (2020), data analytics integration has gained immense significance as it enables organisations to make data-driven decisions to align with the ever-changing business dynamics. In this context, it can be mentioned that the inability to integrate data analytics has potentially reduced the competitive strength of the organisation along with organisational performance. 

Upon further evaluation, the company has been found to face the challenge of reduced reach due to the lack of online presence in the market. The challenge of engaging with the young generation has significantly increased organisational success thereby impacting organisational growth. In addition to this, NHWF lacks online fundraising tools which have further reduced the ability of the company to gather funds to integrate technology. Technological development initially requires higher investment thereby enabling companies to secure the path of increasing revenue earnings to cover the initial costs (AlQudah et al., 2021). In this case, due to a lack of online fundraising tools, the ability of the company to collect capital for technology investment has been low which has potentially impacted the overall growth of the company in the global market. 

On the other hand, due to a lack of digital strategy, the company has failed to integrate innovation thereby depicting the inability to adapt to new technological developments in the market. This has restricted the company from increasing its preference as well as competing with other firms thereby losing customer engagement. Moreover, it has increased the risk of the long-term sustainability of the organisation thereby impacting sound performance. However, traditional communication channels also reduced the market position of the company reflecting a reduction in customer engagement levels. Thus, it is essential for the organisation to focus on integrating a digital innovation strategy to restore its position in the market.

3.2 Task 2: Digital strategy to support organisation’s objectives

Increased Reach and Engagement

NHWF’s reach and engagement are growing significantly due to a comprehensive digital strategy, which is helping the group reach its goals. Adding interactive features, engagement tools, and an e-commerce platform to the website is getting more users, getting people to donate online, and making it easier to sell merchandise, which is growing the organisation’s online presence. Posting targeted content on social media sites is increasing participation, building community, and appealing to younger people who are good with technology (Gavilaneset al., 2018). By using data analytics tools, it learns more about audience behaviour, keep track of the way the campaigns are doing, and figure out how much of an impact the programmes are having. By automating data management tasks, NHWF is cutting down on waste, and reducing inefficiencies. This opens resources so that the organisation can focus more on mission-driven activities. Using online fundraising tools makes it easier to process donations, gets more people to donate, and makes the most of fundraising possibilities, which ensures that projects have ongoing funding. New techniques of communication that are being used today, for instance, use of emails and webinars, are most likely to attract the technologically sophisticated people and hence make it easier to establish contacts with the supporters. NHWF continues to update its services and innovations to remain relevant in the market by embracing the new technologies and trends.

Improved Fundraising Efficiency

NHWF’s fundraising has become much more effective with the implementation of a complete digital strategy that assists the organisation in achieving its objectives. Many people find online fundraising tools helpful as they reduce manual work and the chances of making mistakes and save a lot of time in the process thus increasing efficiency. In this way, with the help of automated donor management tools, the organisation can guarantee that the records are correct and updated, can contact, and engage supporters and build closer relationships with them. NHWF can identify patterns of its donors, tailor its fundraising activities, and determine the donors’ future behaviour through data analytics tools. This in turn makes the strategies used in fundraising more efficient (Nageswarakurukkalet al., 2020). Specific campaigns with a focus on social networking sites and email appeals are garnering more people, attracting more funds, and engaging more donors. With the addition of e-commerce feature on the website, merchandise can be used to generate more income. This leads to the diversification of the fundraising sources since the organisation is not restricted to a specific number of sources to accumulate the required funds. The use of new approaches to seeking funds such as crowdfunding and peer-to-peer fundraising is enhancing the ways of raising funds and creating new avenues for the supporters to engage with the cause.

Enhanced Data-Driven Decision-Making

NHWF’s digital strategy is being increasingly effective in guiding the organisation’s data-driven decision making, which helps the organisation in achieving its goals. These include such methods as using data mining, which would enable the organisation to gather and analyse information about the behaviour of donors, the effectiveness of programs, and the success of various campaigns. This enables them to get important information that will help them in planning for their future. With real-time data tracking, NHWF can monitor what is going on in the current projects and see where there is a need to make changes so that changes can be made on time. This makes the programmes more effective in their delivery. This is because using audience data to create segments makes the communication to be more specific and engaging, which in turn makes the donors to be willing to continue donating for the organisation and strengthens the organisation’s relationship with its supporters (Basile et al., 2023). By tracking the social media metrics, NHWF can have a better understanding of its target audience, refine its content, and increase engagement to share its message with more people. NHWF can use predictive analytics to forecast the future, make assumptions about the behaviour of donors and solve the problems that may occur in the future, thus helping in strategic planning.

Adaptability to Digital Trends

NHWF is in better position to embrace the digital trends as NHWF has a clear digital strategy and roadmap which is essential in achieving the objectives of the organisation. NHWF stands ahead of the curve by making sure it implements the latest technologies in the industry. This ensures that it can remain relevant in a digital world that is continually evolving (Helman, 2019). Through the application of the agile methodologies, NHWF can change with the new advancements in the digital platform, enhance on ways of carrying out its activities as well as implementing the best solutions for better performance. These include the ability of NHWF to easily modify and adapt to meet the audience’s expectation using digital tools to obtain feedback and assess performance. This way, NHWF provides the employees with the latest digital skills and knowledge, promotes an innovative culture, and enables the organisation to use new opportunities. Since most of the partners are technologically inclined, it becomes very easy to exchange information and be able to access new technologies thus increasing the flexibility of NHWF.

3.3 Task 3: Recommendations on implementing digital strategy 

Website Enhancement

Regarding the digital strategy, it is crucial that NHWF builds and enhances its website by providing more interesting and informative content, more interactive features, and a better site design. Setting up an online platform for the purpose of accepting donations and sales of merchandise will improve the process of conducting business over the internet. The proposed solution of applying analytics tools will help in the process of recognising the users’ behaviour which allows for the improvement of the application (Landrum et al., 2020). In addition, by integrating social media sharing, the reach of the audience will be broadened, and the engagement will be raised. In this way, by concentrating on the aspect of site improvement, NHWF will be able to increase viewership and enhance the overall usability of the website to further the mission and objective of improving health in the UK.

Social Media Overhaul

NHWF should therefore post more frequently on its social media pages, use variety in content and try to elicit response from the public. A content calendar and scheduling tools have been shown to aid in the delivery of content at the right time and in a way that would be relevant to the audience (Liu et al., 2023). The contribution of the audience in the development of the content and feedback will enhance the audience participation. Therefore, by concentrating on the social media redesign, NHWF can maximise the potential of these sites to convey the message and encourage more people to support the campaign for enhancing women’s health in the UK.

Implement CRM System

NHWF should begin to establish and implement a CRM database to collect and manage the information and to interact with the donors. Therefore, the right non-profit CRM platform will facilitate proper data storage and management of the donor database management of relationships, and automated communication with the donors (Kumar et al., 2023). It will help with the oversight of the fundraising and marketing aspects of some campaigns and specific solicitations. The training of the staff and the follow up will be crucial to the effective implementation of the CRM system.

Utilise Analytics Tools

NHWF can be able to garner more specific information regarding the audiences they can aim at, the characteristics of the audience, possible outcomes of the campaign, as well as evaluating the success of the program through the analytics. By the application of critical techniques, decision making and management of the digital strategies in an organisation will be enhanced (Xu et al., 2018). Such measures as website visits, social media engagement, and funds raised are beneficial in assessing the most promising approaches for the future. This will require the assessment and documentation of the process to make appropriate changes to meet the objectives of the enterprise. NHWF may utilise the tools such as analytic to enhance its performance and, in turn, its revenues so that it can accomplish its mission of enhancing the health of the people in the UK.

Online Fundraising Campaigns

NHWF should use online fundraising to diversify revenue and engage supporters to improve its digital strategy. Good communication and tales will get people to donate money and time to the campaign (Bassani et al., 2019). Crowdfunding and peer-to-peer fundraising will assist recruit supporters and promote awareness for NHWF and its goals. Along with that, emailing messages and posting them on social media will increase campaign awareness and attract more people. Because donors will know their money is well spent, they will donate more. NHWF prioritises online fundraising to increase funds, awareness, and promote its health and wellbeing mission across the UK.

Digital Training for Staff

NHWF should ensure that there is enough training of the workforce in the digital skills to help the workforce in the adaptation of the new technologies. Some of the areas that could be discussed during training are data analysis, social media management, customer relationship management, and digital marketing (Konttilaet al., 2019). The continuing education will ensure that the employees of the NHWF are equipped with the right knowledge and skills that will enable them to enhance the digital tools and technology to benefit the organisation’s digital vision and plan.

Incorporate Innovation

The organisation can be further recommended to focus on increasing its investment in innovation thereby integrating the technologies such as AI, machine learning, the Internet of Things (IoT), big data analytics, as well as other digital technologies (Clipper, 2020). The technological infrastructure can further assist the company in innovating the product and service offerings to the customers thereby acknowledging the customer preferences and expectations. In addition, innovating the communication process with the inclusion of digital marketing strategies can potentially assist the organisation in developing direct communication with the customers thereby improving the ability to attract customers (Wisetsri et al., 2021). However, this can assist NHWF in regaining its position in the market by achieving customer support.

4. Conclusion 

In conclusion, NHWF has faced challenges concerning the ineffectiveness of the company to integrate digital strategy. The company has been impacted by lower engagement levels from the young customers in the market due to lack of digital communication channels. Moreover, the company lacks online presence in the market which has further reduced the effectiveness. The limited data analytics usage has increased the organisational inefficiency. Moreover, the manual data management system has impacted the company in effectively understanding the market dynamics. Traditional marketing strategies also impacted the company’s growth in the competitive market. In this regard, the company has been recommended to integrate AI and digital technologies and promote innovation as well as incorporate digital marketing to increase the reach to young customers. 

NHWF’s overall digital plan is in the process of changing the approach and role and is now offering a fresh strategy of boosting awareness and support besides managing its fiscal resources in an efficient manner. NHWF is then able to understand the behaviour of donors and the effects of its initiatives using data analytics which is crucial as it enhances decision making. Automation decreases the possibility of human errors and improves the quality of decision-making activities that are not crucial to the company’s goals. Many visitors are attracted by better website functionality, and a more active presence on social media platforms; the online fundraising options also provide more ways to generate income.

5. References and Bibliography

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