What is a digital partnership or strategic partnership?

what is a digital or a strategi partnership?



Digital and strategic partnerships between complementary companies are on the rise. I believe it’s beneficial both from a customer and company perspective. The way we market and do business are changing and the emerging opportunities are quite existing for creative collaborations.


What is a digital partnership?

A digital partnership is the collaboration between two companies or an influencer where the two parts share an target audience as well as a service or product that benefits each other. That said a partnership between two companies are not only a sportswear company teaming up with a fitness centre brand it can be with influencers such as bloggers or instagram stars.

To advertising agencies adding a service to their portfolio by adding partner agencies in another field such as production. To companies teaming up to share messages or develop new services.

A great example that digital partnerships can look different and vary are for example NHS teaming up with Tinder to raise awareness about organ donations.

tinder and NHS

Why is this increasing?

Strategic partnerships are on the rise for a number of reasons. Personally I think this is because the advertisement space has changed as well as the increased power of the consumers.

With the customer getting an increased power with internet and rise of social media brands need to be useful, inspire and create value and experience for the customer.

Joining forces with either other companies or a lifestyle or niche blogger is a way to elevate the experience for your customers.

From a business perspective this is really clever as you can join forces to reach brand new target audiences or solve other challenges with a partner to bounce solutions with.


New roles and opportunities

The rise of these types of services are creating new roles within the digital industry. The rise of a specific new role as Digital Partnership Managers or just Partnership Managers with the purpose to identify, pitch collaborations, set them up and evaluate and keep the momentum. It’s an exciting role which mixes strategy, business skills, creativity and sales.

Digital transformation – Look at how your business is organised and at your company culture

digital transformation - your organisation

There is a reason agile methods have catched on. Time is scarce today and everyone seem to be in need for more of it as digital evolve. Even large corporations with plenty of staff have the same need for increased resources, which in some cases can be quite baffling with the sometimes huge amount of staff at hand.

Ineffective organisations can drain the energy from the most brilliant projects and initiatives. And if you want to get ahead in the digital world an effective, clearly defined organisation is key. Where everyone’s roles and responsibilities are clearly defined. Which can function across departments and bridge gaps. Clarity creates a calm and leaves room for creativity. You don’t need to tell people WHAT to do, it’s WHAT their responsibilities are. So they can own their area and help align this with any overarching strategy.

A safe and curious culture is also a key component, where your staff is not afraid of failure and where there is a mutual respect between colleagues but also the senior management – where you hire staff for their expertise and trust in their skills and abilities to get the job done. This is a strong foundation to build upon.

Remember that the increased speed of change and new innovation requires a foundation that is clearly defined so when you need to adapt to change, everyone knows what their responsibility and their KPIs are.

However – there is a huge difference between being flexible to align towards changed circumstances with your strategy and goals in mind, and being controlled by the events happening around you.


Key questions to ask:
  • Are our staffs roles and responsibilities clearly defined? Or do some roles overlap
  • Does everyone know who does what?
  • Are there new areas in our company that does not have someone responsible for owning them? And driving them forward that could contribute towards your success?
  • What type of company culture do we have? What lessons do we learn from our mistakes?
  • How does senior management react in terms of staff making mistakes?
  • What methods, processes and tools do we use and do they help us achieve our business goals or are they in the way, or an actual liability?


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