Digital Strategy

Digital strategy

A digital strategy is a process, a client experience and a combination of tangible outputs. The creation of strategy happens through a blend of activities, undertaken by a cross-functional team delivered within our Agile framework.

Your digital strategy is the organisation's North Star. It ensures a clear focus is created, maintained, and that there is a point of reference against which all future decisions about digital investment can be made and - importantly - measured.

We recognise that every organisation is unique. While we solve your specific challenges, with every client we work with, we use our agency blueprint: the 7 Pillars. With it, we transform the process of strategy development so that it’s taken out of departmental silos and becomes inclusive and engaging. Once we’ve explored what’s possible, we work with you to set the priorities and craft a tangible plan to make it happen. 

Our Manifesto on digital strategy:

Human – Human means considering everyone involved. Good strategy comes from getting inputs from a broad set of stakeholders so that all possibilities can be considered. 

Focused Strategy is about being intentional. Creating a clear focus about the direction to take, centres on making deliberate and informed choices about both the things to do and those not to.

Actionable – A strategy should have a high practical value. The purpose of a strategic planning process is to articulate a direction that people can believe in, and then act on.

How we do digital strategy

We believe there are a set of fundamental approaches when developing a digital strategy.

Ideas, not limitations

During the process of deep forensic research and analysis, we decouple, then relink the strategic planning and budgeting processes. This gives everyone licence to push the possibilities that might solve the challenges to reach an organisation's goals. Only then do we refine all the opportunities, to deliver value as quickly as possible. 

Focus, not fads

We focus the scope of the strategic planning process on a few key strategic questions that need to be answered. We focus on the things that will have the most impact. We help clients avoid knee-jerk reactions and making decisions on the fly in response to the latest technology trend, business demand, or competitive action.

Broad, not narrow

We consider the challenges and goals from multiple perspectives and create a team made up of practice experts to work alongside you. This improves the breadth and depth of inputs from customers, digital partners, staff, processes and technology platforms. 

Inclusive, not exclusive

Strategic planning is an experience rather than an exercise of filling in templates. Through improved engagement we transform the presentation of strategy into something dynamic, engaging and tangible in order to bring the best opportunities to life.

Measurement, not assumption

A measurement framework creates the structure for measuring progress against the most important strategic questions. Periodic check-ins create the momentum for continuous improvement so you can see early signs of opportunity and potential disruption.

Planning

Strategy doesn’t exist in a silo - it’s the combination of insights from multiple sources across several key dimensions. Our strategy team is the glue which brings all of those together into a holistic outcome with a clear plan of attack. 


Content

Our content offering sits in three core areas. Firstly our content strategists audit and benchmark, reviewing the competition and identifying opportunities. Then we set the strategy and lastly we support the implementation of that strategy and its continual roll out with our copywriting team.

SEO

Ensuring every website is built with SEO best practices in place guarantees that clients are empowered to achieve their SEO goals. Once the site is live, we continue to scan for insights and improve performance over time by adapting to algorithm updates and market trends.

Data analytics

Our combination of qualitative data gained through UX research, coupled with quantitative data insights, provides a 360 degree view of the challenge. Our data analytics team will advise on complex data integrations, A/B testing and personalisation and set up reporting dashboards for ongoing monitoring of ROI.

Technology

Luminary has its foundations in technology and is recognised globally as a leading implementer of the top .NET platforms, including Optimizely (formerly Episerver), Sitecore, Umbraco and Kentico. Our Solution Architects define the technology strategy for our clients.

UX

We said strategy was about being human and we take a lot of time to investigate what the humans at the end of the experience need and want. Through our blend of Service Design and CX, we learn about an organisation's customers and this underpins the audience strategy.

ANZIIF

Insurance and finance industry professional association ANZIIF wanted to elevate the member experience on its Sitecore website.

Weir Minerals

Weir Minerals engaged Luminary to help it better understand the online needs of its global customer base.

Clipsal Electrical Design Application

The Clipsal Electrical Design Application is a web-based app that enables professional consultants to help homeowners who are building or renovating to tailor their electrical, lighting and smart home plans and bring them to life.

Metricon Homes

Australia's most trusted new home builder wanted an engaging, responsive online presence that would surprise and delight.

Head Start – Clipsal Consumer Promotion

Clipsal by Schneider Electric was looking for a creative way to expand its subscriber database.

Cancer Council Australia

Cancer Council is the nation’s leading cancer charity, and the only Australian charity working across every aspect of every cancer.

Clipsal Virtual Smart Home

Clipsal wanted a virtual way to let customers experience the benefits of living in a Clipsal Wiser Smart Home.

FlexSelect

Schneider Electric was looking for a tool that would completely revolutionise the way it went to market with its electrical distribution boards.

Snooze

Part of the global Steinhoff group, Snooze has undergone a dramatic brand overhaul in the past 20 years from the budget-focused Capt'n Snooze to the more lifestyle-focused, premium Snooze brand.

Client EBM RentCover

We undertook a program of discovery activities including internal consultations, user story mapping, UX research and a technical review. These assets and insights created the foundation for the delivery phase of the new website.

Client NGS Super - detailed client listing

Through a series of workshops we gathered insights from staff across the organisation to develop a roadmap for the new website alongside a customer journey map, which is the universal reference point for all customer engagement activity.

Ivory Coat Food Check

Ivory Coat is an Australian pet food brand that prides itself on using high quality, natural ingredients.

Client LUCRF Super - detailed client listing

LUCRF wanted to improve member engagement. Over several months we undertook UX research to engage directly with members. We also undertook a series of workshops with senior stakeholders from each business unit along with activities including interaction design and content design.

Client Goodman Fielder - detailed client description

Food company Goodman Fielder’s mission was to increase awareness of its offering and integrate its website with its e-commerce solution. Through engaging with regional stakeholders and understanding variations in operating models, we developed a roadmap to unify the digital experience.

Life-Space Probiotics

Life-Space turned to Luminary to help expand its product, Australia’s number one probiotic, into the global scene.

Melbourne Business School

Home to leading executive education programs, Melbourne Business School needed a website that would match the calibre of its courses.

Emma Andrews

Emma Andrews

Strategy Director

As Strategy Director, Emma's primary task is to ask lots of questions of our clients and transform the responses into a blueprint for success.

Adam Griffith

Adam Griffith

Managing Director & Owner

Adam is a trusted advisor for our clients, and welcomes new clients to the Luminary community.

Digital disruption – are you ready?

Digital disruption – are you ready?

Emma Andrews

By Emma Andrews, Strategy 6 minute read

Nimble start-ups and global juggernauts tend to dominate the digital disruption landscape. But there are plenty of things you can do to create disruption if you’re somewhere in between.

The future of web is voice: Are you listening?

The future of web is voice: Are you listening?

Marty Drill

By Marty Drill, Strategy 5 minute read

Voice-led technology is the way of the future and there’s still time to cash in on the early mover advantage, says Luminary CEO Marty Drill.

The 7 secret ingredients for digital project success

The 7 secret ingredients for digital project success

Emma Andrews

By Emma Andrews, 17 minute read

Luminary Digital Strategist Emma Andrews reveals what it takes to really get value out of your investment in digital.

Digital Strategy

Digital Roadmapping Toolkit

Download Luminary's Digital Roadmapping Toolkit

GDPR is here, but what does that mean for us Aussies?

GDPR is here, but what does that mean for us Aussies?

Andy Thompson pulling a funny face

By Andy Thompson, Strategy 7 minute read

The European Union recently introduced the General Data Protection Regulation, or GDPR. This huge update to data privacy regulations finally brings them into the 21st century in terms of online data protection. Australia, however, is still livin' in the 80s. So what does GDPR mean for us?

Agile is not a process

Jase Watson

By Jase Watson, Strategy 5 minute read

We often hear terms like 'agile methodology', 'agile process', 'hybrid agile', and – God forbid – 'wagile' or 'agfall'. But I’m here to set the record straight: Agile is not a process; it’s a mindset.

How to perform a website audit

How to perform a website audit

Adam Griffith

By Adam Griffith, Strategy, Design, Development, Hosting 5 minute read

Conducting a website audit sounds like a really big, scary, time-consuming chore, but it doesn’t have to be. We’ve simplified the task for you with six key areas to assess – along with a downloadable checklist full of useful questions, tips and tools.

Why UX is not optional

Why UX is not optional

Josh Smith

By Josh Smith, Strategy 6 minute read

UX isn’t just about how things look, it’s about how end users think and engage with a digital experience. Even a modest investment in UX will pay dividends in terms of usability, engagement and performance.

7 digital marketing trends that will shape the future

Tami Iseli

By Tami Iseli, Strategy 9 minute read

Digital marketing is evolving at the speed of light, leaving marketers grappling to keep up. So what are the trends you really need to know about? We spoke with two experts to find out.

How to choose the right CMS

How to choose the right CMS

Adam Griffith

By Adam Griffith, Strategy, Kentico, Episerver, Kentico Cloud, Umbraco, Headless CMS, Kentico Kontent, Xperience 8 minute read

You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.

Choosing a martech stack

Choosing a martech stack

Adam Griffith

By Adam Griffith, Strategy 8 minute read

Selecting a martech stack can be overwhelming. The right mix of products can be the make or break of an organisation’s digital strategy. Here, we share our insights from many years of assisting clients with this daunting task. We also include our downloadable Martech Audit Matrix for you to audit your existing stack.

What you need to know about moving from Google’s Universal Analytics to GA4

What you need to know about moving from Google’s Universal Analytics to GA4

Sarah Crooke, Digital Analytics Consultant, Luminary

By Sarah Crooke, 7 minute read

As of July next year, Universal Analytics – the Google Analytics product many of us have come to depend on over the last 10 years – will be replaced by GA4. Here’s what you can expect and how to prepare for the change.

Creating a digital strategy roadmap

Creating a digital strategy roadmap

Liam Thomas

By Liam Thomas, Strategy 6 minute read

A good roadmap not only outlines what you want to achieve with your digital strategy, but sets out the detail of how you're going to get there. Here we provide guidance on how to do it, along with a downloadable Digital Roadmap Toolkit.

How to brief a digital agency

How to brief a digital agency

Liam Thomas

By Liam Thomas, Strategy 6 minute read

Whether you’re briefing your existing agency or inviting new agencies to respond to a request for proposal, there are certain ‘rules of the game’ that will help you drive the best possible result. This blog post features a downloadable sample digital agency brief to help you get off on the right foot.

How to do a content audit

How to do a content audit

Tami Iseli

By Tami Iseli, 8 minute read

A content audit can be a really valuable exercise to identify ways to improve the performance of your website and highlight gaps and opportunities. Here, we offer some guidance on how to do it – along with a downloadable content audit template.

How to perform a website audit

How to perform a website audit

Adam Griffith

By Adam Griffith, Strategy, Design, Development, Hosting 5 minute read

Conducting a website audit sounds like a really big, scary, time-consuming chore, but it doesn’t have to be. We’ve simplified the task for you with six key areas to assess – along with a downloadable checklist full of useful questions, tips and tools.

Websites

Smarter Digital Marketing

Our guide to Xperience by Kentico

Content Services

Content Spreadsheet for Google Calendar

This incredibly clever Google spreadsheet allows you to automatically sync your content ideas to a Google calendar.

Want to know more?

We have a whole team of experts who would love to talk to you.

Get in touch