Digital strategy in 2016 was marked by a shift towards customer-centric approaches, with businesses prioritising the needs and experiences of their clients. Using data analytics to tailor services and products to individual customers, businesses have been able to improve customer engagement and loyalty.

Social media has become a key tool for businesses to interact with their customers, providing a platform for direct communication and feedback. Many businesses have also utilised social media for marketing, using targeted advertising to reach specific demographics.

Mobile technology has also grown in importance, with businesses developing mobile apps to provide a convenient and accessible service for their customers. These apps often include features such as online shopping, customer service chatbots, and personalised notifications.

The rise of artificial intelligence (AI) has also impacted digital strategy, with businesses using AI to automate tasks and improve efficiency. AI has been particularly useful in customer service, with chatbots able to handle basic enquiries and free up staff for more complex issues.

Despite these advances, businesses have had to navigate challenges such as data privacy concerns and the need for constant innovation to stay competitive. These challenges are expected to continue shaping digital strategy in the coming years.

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