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Moving to the new digital world doesn't happen overnight; the change is too big. So you need a long-term vision to help explain to others the transformation that you think is required.
Here's a shortlist of what we think should go into an effective vision statement. It should:
1. Show how digital channels will help the customer. What value will you provide?
2. Show the benefit to the company in terms of efficiencies or profitability
3. Link vision to specific goals in the future
4. Be simple and memorable
5. Be inspirational!
We believe that developing a specific vision or mission statement for your digital channels can really help explain the need for sufficient investment in digital marketing within a company. These statements can also help show where your focus should be to staff and other companies.
These are the related techniques which we recommend as important for managing Vision setting effectively. View these hub pages giving details on best practices, statistics and examples for these techniques: