{"id":20752,"date":"2022-06-25T12:04:00","date_gmt":"2022-06-25T10:04:00","guid":{"rendered":"https:\/\/www.getsmarter.com\/blog\/?p=20752"},"modified":"2025-08-08T13:59:57","modified_gmt":"2025-08-08T11:59:57","slug":"4-examples-successful-digital-strategies-can-learn","status":"publish","type":"post","link":"https:\/\/www.getsmarter.com\/blog\/4-examples-successful-digital-strategies-can-learn\/","title":{"rendered":"4 Examples of Successful Digital Strategy Development"},"content":{"rendered":"\n

The world of work is changing. We\u2019ve reached a junction where businesses either have to adapt to digital transformation or face the reality that they might not survive. Of course, this isn\u2019t the first time the business world has encountered this kind of disruption. From the adoption of the printing press to the invention of the internet, technology has been moving the goalposts for business success for centuries.<\/p>\n\n\n\n

Automation, digital platforms, and other innovations are changing the fundamental nature of work. These include artificial intelligence (AI), machine learning (ML), robotics, data analytics, and the Internet of Things (IoT). As these technologies dramatically reshape industries, many companies are pursuing large-scale change efforts to capture the benefits of these trends or simply to keep up with competitors.<\/p>\n\n\n

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As corporate and work environments continue to evolve, digital acceleration has been spurred even further by COVID-19. The pandemic heightened expectations about the speed and effectiveness of digital evolution, driven by an urgency to sustain economic survival. In a recent analytic services report, 86 percent of the executives surveyed said their digital transformation efforts accelerated during the pandemic. Of those, 279 (or 91 percent) intend to sustain the increased pace of digital transformation or move even faster.2<\/sup><\/p>\n\n\n\n

The result became about more than simple endurance \u2013 it set a \u2018new normal\u2019 for organizational agility. Although the initial intention was focused on enabling workplaces to adapt to a remote set-up, this has broadened and now informs entire business outcomes, amplifying expectations for speed and success.<\/p>\n\n\n\n

It\u2019s in response to both prevailing business models in changing industries, and the longer-term impact of COVID-19, digital integration has become a necessity for competitive businesses in almost every sector. But not all organizations have adapted their digital strategies equally. While 85 percent of organizations accelerated their digital initiatives during the pandemic, they are still struggling to communicate their overall strategy and progress,3<\/sup> suggesting businesses are still finding their feet when it comes to this new wave of digital integration. This has created a great deal of uncertainty surrounding the ever-changing landscape of digital technology and what it means for the future of work.<\/p>\n\n\n\n

The key to cutting through the confusion is to view digital transformation as a multi-faceted journey rather than a single thing \u2013 with differing goals depending on industry and digital maturity. Below are four examples of companies that have pioneered successful digital business strategies, and key learnings from each.<\/p>\n\n\n\n

The New York Times<\/h2>\n\n\n
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Over the past decade, the popularity of newspapers has waned due to the widespread digitization of content. However, one newspaper, in particular, has managed to thrive in the face of this disruption. Unlike many incumbents who have struggled to stay afloat, the New York Times<\/em> has been slowly adapting itself over the past decade and has managed to position itself firmly to compete in the digital world. After launching a simple article-hosting website in 1996, they have successfully transformed into what is now a highly profitable multimedia platform.4<\/sup><\/p>\n\n\n\n

Like other newspaper publishers, the New York Times<\/em> once faced the prospect of losing its footing in the market due to the threat of digital disruption. However, by executing the right strategies it seems to not only have weathered the technological storm but has gained an advantage over its competitors.<\/p>\n\n\n\n

For example, the Times<\/em> implemented a carefully designed paywall and subscription model for its online content that allowed the company to continue to deliver the same type of high-quality journalism and content while continuing to earn revenue. This method appears to be working. For the fourth quarter of 2021, revenue from subscriptions rose by approximately 11 percent, to $351.2 million. For the 2021-year, revenue rose by 16.3 percent, to $2.1 billion. This is its first $2 billion year since 2012.5<\/sup><\/p>\n\n\n\n

What we can learn:<\/p>\n\n\n\n

Start early:<\/strong> By recognizing that much of its readership was migrating online, the Times<\/em> was able to shift its focus. Keeping a finger on the pulse of where and how people are spending their time and money means you\u2019re better able to predict trends and adapt to demand.<\/p>\n\n\n\n

Follow the people: <\/strong>The publication managed to get a head start on many of its competitors by adapting to disruption as early as 1996. This gave it time to figure out what worked and didn\u2019t work, and fine-tune its strategy before its competitors had even started out.<\/p>\n\n\n\n

Diversify:<\/strong> The Times <\/em>has explored various digital technologies to enhance its customer experience journey. It\u2019s introduced measures like visual storytelling, and has allowed its readers to create reading lists and segment their interests.6<\/sup> Understanding the digital technology landscape and how your customers use your product can help you offer better solutions and stand out online.<\/p>\n\n\n\n

Alibaba<\/h2>\n\n\n
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In 2018, the net global spend on digital transformation was approximately $1 trillion. This year, this number is expected to increase to more than double that.7<\/sup><\/p>\n\n\n\n

But the question on many business leaders\u2019 minds is: how?<\/p>\n\n\n\n

While AI has become an increasingly popular solution for businesses, many leaders are still evaluating effective implementation methods for their organizations. One successful example of this is Alibaba. The Chinese e-commerce giant is making huge gains in AI<\/a> thanks to the support, investment, and commitment of the Chinese government. With hopes to build a $1 trillion AI industry by 2030, China is on a path to overtake the United States as the world\u2019s leader in technology.8<\/sup><\/p>\n\n\n\n

Alibaba\u2019s application of AI and machine learning in its \u2018smart\u2019 warehouse was born out of necessity. Having reported revenue of $31,147 million in September 2021 (an increase of 29 percent year-on-year), the sheer volume of products it needs to move makes it practically impossible for employees to keep up.9<\/sup> This willingness to commit to new technologies has allowed Alibaba to stay competitive by packaging and shipping out more products, more efficiently.<\/p>\n\n\n\n

The video below shows just how this is done:<\/p>\n\n\n\n

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