Leveraging Digital Strategies is the process of using technology to create a competitive advantage for a business. This type of strategy involves implementing new technology platforms to help companies reach customers, increase sales and showcase their brands online. A company’s leadership team will design a digital strategy based on market needs, popular technology or platforms and business performance. Once the strategy is created, they will implement it to ensure that their company can effectively compete in the marketplace.

In general, a digital strategy should allow businesses to offer the products and services that their customers want, when they want them, and how they want them. This can be accomplished through several different channels, such as social media posts, email campaigns and website updates. It can also be accomplished by leveraging the tools and resources that businesses already have to make their operations more efficient. For example, automated customer service tools allow employees to answer questions quickly, while inventory management tools save time by tracking shipments automatically.

Digital strategies are also used to improve a company’s relationship with its existing customers, such as through online loyalty programs or targeted marketing. These initiatives can improve the overall experience that a customer has with the brand, increasing revenue and loyalty. In addition, a digital strategy can be used to identify potential new customers and reach them through a variety of channels.

The Leveraging Digital Strategies process requires a strong understanding of how to utilize technology for strategic purposes. Companies must also be able to adapt their tactics to changing market conditions and consumer demands. This can be achieved by fostering innovation, encouraging risk-taking and embracing new technologies.

To successfully leverage digital strategies, a business must be able to quickly respond to changes in the marketplace. In this way, it can capitalize on opportunities that its competitors are missing. The ability to quickly develop, test and launch new products is essential for a digital strategy. In addition, a business must be able to use data analytics to predict trends and customer behavior.

While some traditionalists may fear disruption, companies should embrace it as a way to grow and thrive in the digital era. Disruption can destroy a company’s market share, but it can also provide an opportunity to become the leader of a new industry. This can be done by identifying innovative ways to connect with consumers or developing new business models that are more efficient than the competition.

The research identifies five dynamic capabilities that the case study organisations developed to leverage value from big data to improve their market responsiveness and inform strategic marketing. These are: engaging with a new resource; straddling legacy and tech; constructing an expert team; applied technological thinking; and, data-driven decision-making. Illustrative verbatim interview quotes reveal how these capabilities are constructed through lower order capabilities and that they have a linear relationship with each other. The analysis also reveals that the sequence in which these capabilities are applied influences their effectiveness.