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A strategic look at how to extend your digital footprint

Steve North (General Manager at UKTV, London, UK)
John Jason Oliver (Associate Professor, Media School, Bournemouth University, Poole, UK)

Strategic Direction

ISSN: 0258-0543

Article publication date: 3 June 2014




The purpose of this paper is to provide an overview of the key strategic questions that need to be considered when evaluating whether or not to extend a company’s reach across multiple digital platforms.


The viewpoint presented in this paper reflects both the practical experience of conceiving, launching and implementing a multi-platform digital strategy, combined with an academic insight into branding and strategic resource allocation and management.


Before extending the digital footprint, executives need to consider several key questions that will impact on the relative success of their digital strategy.

Practical implications

A digital strategy that extends a company’s reach across multiple platforms needs to be considered in terms of delivering against corporate- and business-level strategy to be effective.


This paper presents a unique combination of practical experience fused with academic knowledge on the key questions that should be considered to successfully design and implement a multi-platform digital strategy.



North, S. and Jason Oliver, J. (2014), "A strategic look at how to extend your digital footprint", Strategic Direction, Vol. 30 No. 7, pp. 1-3.



Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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