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ISM Article

What's Your E-Strategy Plan?

12 Sep, 2007 By: Eric Stavola, Witt Company imageSource

What's Your E-Strategy Plan?

What does your website say about your company? Over the last few years,
websites have taken on a life of their own and have become powerful promoters
for any company. So what’s your e-strategy plan? Or, do you even have one yet?

By definition, an e-strategy plan is a clear technology plan to utilize the
World Wide Web to support the company's overall business or organizational
strategy.  To do this, you need to discover how your organization works and what
is important to it, to convey the best message and image of what you represent,
as well as how the company intends to work in the future for itself and its

In essence, I would challenge you to define, and in most cases, redefine your
own organization. Keep in mind that each objective in your e-strategy should
provide a clear benefit to your company and to the customer.  The objectives
will influence how you organize, create, design and build your web site.  Some
key examples include: 

  • Allow customers to order any of your products online
  • Allow customers to place service calls online
  • Provide customers with access to pre and post sales & tech support
  • Develop a monthly newsletter to support marketing efforts and more
  • Encourage visitors/prospects to subscribe to your monthly newsletter
  • Allow for a FAQ portion to your site

Industry experts believe that a good e-strategy plan must be maintained due
to rapid changes in the market.  And avoid the traps of other web sites that get
caught up in features and flash and lose sight of the real functionality and
usefulness a good site brings. Make sure that  your company's e-strategy is in
line with, or a big part of, your overall strategic business planning process. 
Think business and marketing, not just technology. Technology is simply a
resource to communicate information; the ultimate success of your site will be
gauged on how well it matches your e-strategy objectives. Consider these:

Describe what your company is about

  • Detail your company's Mission Statement
  • What sales and services do you provide?

Explain your Company's History

  • How long in business and its successes
  • List product/services, features and intentions

Vision and objectives for your website

  • What is its vision?
  • What are its objectives?

Who is your Target audience?

  • Be as specific as possible about the  target audiences for your site;
    adhere to their needs and demands. For instance: Education - provide
    e-learning online;  IT/MIS - Provide drivers and software online;  Business -
    Provide ROI whitepapers online (the impact of copiers/printers in a business


Detail your content scope - how many words, images, maps, minutes of video,
audio, etc.  Detail your content type - e.g., text, photos, audio, and their
current format (e.g., digitized; hard copy).

>> Functionality

Identify the function of your website. Is it meeting your objectives?  What
should it do?

>> Document

As you become closer to the end of your project, review and document your
results. Compare your overall business objectives.

>> Get Information

Listen to your staff.  You will be amazed at their insights. By thinking
“big picture” strategy instead of getting by with a day to day “tactical,” you
will make the jump in turning your website into a productive and revenue
enhancing venture for your company.



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