Digital Business Strategy BAM7009 Assignment Sample

Introduction

One well-known charitable organisation in the UK that works to advance well-being and health is the National Health and Wellness Foundation (NHWF). Since its founding more than thirty years ago, the goal of NHWF has been accomplished mostly through physical events and conventional outreach techniques. In addition to that, the report is also going to be developing different digital strategies to support organisational objectives. Hence, it would help in highlighting several digital strategies that could be highly efficient in terms of improving organisational performance in the competitive market environment to retain customers more efficiently. On the other hand, the researcher is also going to be focused on providing appropriate recommendations in terms of implementing digital strategies in a precise manner for optimum outcome. Thereby, the report will highly focus on analysing different digital strategies that are found to be highly beneficial in terms of improving performance in the current competitive market.

Task 1 – Conduct an audit of the organisation’s digital strategy

In consideration of the case study provided, NHWF is considered successful in making an effect with its offline activities. However, the case study depicts that the company is currently unable to effectively manage operations, reach a larger audience, and adjust to evolving trends in funding and marketing due to a lack of a strong digital strategy. In the opinion of Volberda et al. (2021), a lack of digital strategy within an organisation creates barriers to establishing a relevant amount of awareness. It not only impacts the notion of awareness but prevents the company from complying with digital needs and customers’ needs in the market. Focusing on the case study’s information, NHWF currently has an improper digital strategy that requires improvement to sustain in the market and ensure a successful outcome. 

The current state of the digital strategy of the company reflects a limited online presence along with sparse activities within sites of social media (Case Study). This is because a simple informative portal website is maintained by NHWF, while it is devoid of interactive elements, interaction tools, and an online store where contributions and items may be purchased. Reflecting this, Rane et al. (2023) mentioned that, improper communication, or interaction with different customers within the market prevents the company from achieving a loyal base of customers. Moreover, the transparency aspects of the company are also not maintained, further creating low opportunities to gain customers’ trust and maintain market positions effectively. Contrary to this notion, the case study also reveals that the company seems to have a presence within different platforms of social media (Case Study). Despite having a presence on popular social media sites, the company rarely updates and receives little interaction. 

Figure 1: Social Identity Theory

(Source: Harwood, 2020) 

Apart from that, building community initiatives and specific content are lacking further justifying the limited online presence of the company in the current scenario (Case Study). As a result of this, NHWF fails to create a proper identity and social image in consideration of the viewpoint of Social Identity Theory (SIT). The theory aims to clarify the mental processes and social contexts that underlie behaviours between groups (Harwood, 2020). Focusing on this theory, the improper social identity of NHWF is preventing the company from gaining proper customers and proper market position which needs to be enhanced in the future. Other than that, NHWF’s digital strategy is also shaped by manual management of data and limited analytic usage (Case Study). This is because, NHWF manages all its data, particularly contributor profiles, event enrolments, and programme results, mostly using manual procedures (Rana et al. 2022). In order to comprehend its online audience, monitor campaign performance, and assess the effectiveness of its initiatives, the organisation has not made full use of analytics technologies.

Figure 2: Technology Acceptance Model

(Source: Al-Qaysi et al. 2020) 

As a result of the ineffective digital strategy of the company, NHWF has been observed to be facing severe challenges. This includes the limited reach of the company along with inefficiency within the areas of fundraising, outdated channels of communication and lack of innovations within the domain (Case Study). The case study specifies the fact that lacking a strong internet presence, NHWF finds it difficult to connect with younger audiences and tech-savvy people who might be willing to help its cause. Focusing on the Technology Acceptance Model, it can further be analysed that improper use of technology within NHWF is preventing the customers from using its services. This is because the theory specifies that the implementation of technology within an organisation shapes the intention of customers to use its products and services (Al-Qaysi et al. 2020). However, inefficient fundraising practices and lost chances to obtain funding are caused by manual donation processing and a dearth of online fundraising resources. 

Figure 3: Diffusion of Innovation Theory 

(Source: Min et al. 2021) 

Besides, the organisation depends on conventional communication methods, such as direct mail and newsletters, which might not be as successful in drawing the attention of the population’s increasingly tech-savvy demographic (Case Study). In terms of innovation and technology adoption, NHWF runs the danger of lagging behind, which could eventually make it harder for it to remain relevant. This denotes the company as a laggard as per the curve of diffusion of innovation theory. Reflecting on this theory, improper technological innovation creates low chances for the company to gain competitive advantages (Min et al. 2021). However, companies identified as early majority or innovators tend to hold high positions in the market while attracting a high number of customers as well. As a result of this, it can be stated that NHWF is facing issues in terms of the low value of technological adoption which in turn is creating issues in its innovative notion (Neumeyer et al. 2020). As identified, NHWF needs to implement a proper digital strategy in place to ensure proper innovation along with a competitive advantage to sustain itself in the market. 

Task 2 – Develop a digital strategy to support NHWF’s objectives 

As referred to in the research of Martínez-Caro et al. (2020), a digital strategy is merely an organisation’s standard method of utilising various technologies to expand its image. In this context, employees can interact with customers more easily and accomplish more deals if they implement an effective digital strategy. In addition, through the support of effective digital strategy businesses acquire the ability to highlight their brand successfully (Olson et al. 2021). In this regard, challenges faced by NHWF such as limited reach, fundraising inefficiency, lack of innovation, and outdated communication channels it is essential that organisations focus on developing an effective digital strategy that can address and support organisational objectives. It has been identified that NHWF’s objective significantly refers to enhancing organisational activities to offer professional support to needy individuals in the field of nutrition and care.

Referring to this, the D-3 Model would be considered while focusing on its strategy of differentiation and disruption (Refer to Appendix 1). Along with this, an understanding of the 3 Generic strategies of Michael Porter’s has been noted to be focusing on differentiation (Refer to Appendix 2). This theoretical understanding comprehended the necessity of having a differentiation approach, which will be disrupted through the alignment of technological development. Thus, NHWF’s must focus on developing an integrated model for marketing communication that consists of a few different strategies that can impact the overall development of digital strategy in the organisation.

Website Enhancement

Making improvements in websites can allow NHWF to reach a wider audience more effectively. Thus, with the support of well-designed websites, the organisation will be able to have better brand marketing strategies that can increase brand awareness with effective web traffic. Moreover, organisations can increase revenue and profitability while improving their website design depending on the context of the improvement that addresses organisational objectives (Chinakidzwa and Phiri, 2020). NHWF must focus on understanding the users, develop an intentional plan for website growth, and ensure that objectives are met effectively. Other than this, in website enhancement NHWF should focus on staying organised and consistent with the possible patterns, design, elements, and navigation aspects. Moreover, the organisation should focus on using a responsive design that speeds up the page and generates high-quality content. Additionally, eliminating distraction and interacting with social proof while using eye-catching graphics is required, which can significantly relate to consumer requirements (Lee and Wei, 2024).

Social Media Overhaul

Based on the audit, it has been identified the organisation has sparse social media activity where the posts are very infrequent and engagement is significantly low. Therefore, an organisation must focus on social media overhaul where they can focus on keeping a consistent content tone that can offer an effective brand vision to a significant audience (Bhalla et al. 2024). Other than this, listening to the target audience and varying the content is necessary to allow NHWF to keep an eye on the audience’s engagement sufficiently. Moreover, it is necessary that the organisation can show customers that the company is engaged and interested in feedback, which can significantly grow organisational social media branding.

Implement CRM System

A customer relationship management (CRM) system is the most essential way through which an organisation can plan its success in the existing marketplace (Latifi et al. 2023). NHWF should bring together a CRM implementation team with the support of a project manager, application analyst, application developer, QA test engineer, and representatives with a better plan for creating change management aspects. Other than this, forecasting a CRM implementation budget is significantly necessary, which can lead to a better focus on organisational assessment aspects. Moreover, while developing the CRM system, NHWF should begin rolling out CRM data migration, user training systems, and testing that can have a better plan and initiative to monitor significant problems while evaluating the inputs that can lead to added value to the overall approach.

Utilise Analytics Tools

To develop an effective digital strategy NHWF must focus on using analytical tools that can retrieve data for business systems for organisational betterment. Regarding this, SAS, Python, Excel, Google Analytics, Tableau, Power BI, and significant other analytics tools are required to be considered in NHWF.

Online Fundraising Campaigns

Online fundraising campaigns are one of the most essential ways through which NHWF can set and develop effective events that can lead to better revenue generation by engaging supporters and collaborators. In this context, crowdfunding, email campaigns, Facebook fun racing, and influencer campaigns are the significant ways through which NHWF can enhance its digital strategy while developing an integrated aspect of organisational branding.

Digital Training for Staff

Digital training for staff is an essential aspect of establishing a digital strategy. Regarding this, NHWF must focus and auditing current training aspects in the organisation while digitalising training materials. Other than this, the organisation should focus on having an effective learning management system that significantly focuses on digitised training platforms and aspects that can improve employees’ perspective towards digital learning with flexibility, accessibility, and interactive learning experiences. Moreover, digital training for employees is one of the most prominent aspects of having a better digital strategy that can lead to expert support, interactivity, increased team collaboration, and reduced cost (Rožman et al. 2023).

Incorporate Innovation

Incorporating innovation is the most prominent aspect that can significantly meet organisational objectives to enhance professional support to needy individuals in terms of nutrition and care. Regarding this, NHWF must focus on creating a culture of innovation that can encourage creativity while promoting collaboration effectively. Through this aspect of innovation, NHWF will be able to encourage risk-taking and feedback aspects that foster a learning environment with the use of technology that can significantly contribute to the development of a digital strategy.

Task 3 – Make recommendations on how this digital strategy could be implemented across the business

In accordance with the above findings, it has been denoted that there are prominent strategies that have been initiated for NHWF in order to improve their performance in the competitive market environment. Hence, there are particular initiatives that can be recommended to the management in order to efficiently implement these digital strategies across business. 

In order to efficiently implement digital strategy of website enhancement across business, it is recommended to the management to focus on conducting comprehensive audits to identify areas for improvement. Digital strategy of website enhancement is found to require optimisation of user experience (UX) with intuitive navigation, faster load times and mobile responsiveness (Sikder, 2023). Similarly, it is recommended to the management to focus on integrating advanced analytics to track user behaviour and feedback. In addition to that, it can be recommended to the management too. Enhance content quality by the help of SEO optimisation and engaging multimedia. Optimisation of SEO as well as engaging multimedia, can be highly beneficial in terms of improving the performance of digital website enhancement strategy (Kundu, 2021). Contrary to that, as analysed from the study of Phiri and Guven-Uslu (2019), social media overhaul is a digital strategy that requires auditing of current social media presence and performance. Hence, it can be recommended to the management to focus on defining clear goals that are aligned with business objectives of increasing brand awareness or driving sales. This would allow the management to develop a unified content strategy with constant branding through engaging multimedia and tailored messaging for each platform of social media. Eventually, it can be recommended to the management to focus on encouraging cross departmental collaboration to ensure diverse and relevant content to efficiently improvise this particular digital strategy of social media overhaul.

As far as the above discussed digital strategies, the CRM system across the business has been considered to be a prominent strategy that needs to be implemented for better performance in the competitive market. In order to implement a CRM system across business, it is recommended to management to focus on primarily selecting a platform that would allow the management to align with their business needs and integrate with existing tools. The digital strategy of the CRM system is found to involve the involvement of key stakeholders in the selection process and establish clear objectives (Khashab et al. 2020). Hence, it is recommended to the management to focus on improvising training and development programmes for the employees on CRM functionalities as well as best practice. Maintain system updates and ongoing training to guarantee user involvement and long-term success. It might be recommended to management that they begin by choosing the appropriate analytics platforms in order to use analytics tools to create a digital strategy. Eventually, as made clear by Saffar and Obeidat (2020), employees that have the knowledge to utilise analytic tools successfully are vital to improving overall performance and achieving the desired outcomes. It is also advised that management integrate analytics into all digital touchpoints, including the website, social media accounts and email marketing, in order to collect comprehensive data. Establishing certain KPIs that align with organisational goals is an additional crucial measure in enhancing performance.

NHWF has been suggested with digital strategy of Online Fundraising Campaigns that would boost their success factor in the cutthroat industry. It is quite certain that nowadays online fundraising campaigns holds well-defined objectives and understand the main target market (Nageswarakurukkal et al. 2020). This strategy is further effective in influencing target customers. Thus, to drive visitors to a specific fundraising page on the website, social media and email marketing must be used. In addition to that, it would also require leveraging crowded funding platforms to improve the overall outcome of the implementation of the digital strategy. Provide individualised updates and follow-ups to supporters to foster enduring connections and promote recurring donations. 

As analysed from the study of Goncalves et al. (2020), implementation of digital strategies across business is found to require incorporating innovation that helps in fostering a culture of experimentation and creativity by forming cross functional teams. Thus, it can be recommended to the management to encourage joint ventures with IT companies and startups to promote cooperative innovation. In a similar vein, it is recommended to make R&D investments and collaborations with IT companies and startups. Regarding iterative development and quick prototyping, the utilisation of agile approaches can be recommended to enhance the digital strategies outcomes. Apparently, it is recommended to promote an open channel of communication for consumer input to propel user-centric innovation. Regularly track and assess the effects of innovations, scaling up successful projects and taking lessons from mistakes. Thereby, periodically assess the results of new projects to scale up successful ones and learn from mistakes.

Conclusion

From the current study, it can be concluded that NHWF is considered to have a high offline presence but the digital presence of the company is limited further creating several issues within its operating system. However, the current digital strategy of the company is shaped by a limited presence within the online platforms while having limited activities within the social networking sites as well. The company also seems to be having manual management of information systems along with limited use of analytics which weakens its digital infrastructure. Following this, challenges of limited reach, lack of innovation, lack of funding and an outdated system of management are also faced by the company. Reflecting on the audit, a significant focus on developing a digital strategy to support organisational objectives has been identified with the support of developing an integrated model for marketing communication. 

Regarding this, significantly different strategies have been considered with the support of the D-3 strategy and 3 Generic strategies of Michael Porters that can develop the digital strategy while addressing organisational objectives. In this context, website enhancement, social media overhaul, implementing CRM system, using analytical tools, digital training for staff, incorporating innovation, and significant others are identified. Moreover, it can be concluded that NHWF should enhance their website through the help of UX optimization, advanced analytics, and SEO. On the other hand, as for the social media platform, defining clear goals as well as promoting cross departmental collaboration could be a prominent initiative that is being recommended in the above research to enhance digital strategies.

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