No focus or strategy

Throughout our review the overwhelming sense is that there is a lack of focus and strategy. That BMMI has run its digital platforms on an adhoc basis and evolved with no real planning.

The following observations have led us to this conclusion:

• The lack of calls to action are a clear sign that there are no key performance indicators for digital.
• The infrequency of site updates highlight a lack of roadmap for improving the sites.
• The poor engagement on social media shows little attempt to build a community behind the brand. There are no long term social goals.
• The direction of content demonstrates a lack of experienced digital staff. It also shows a lack of training to encourage the whole organisation to be more digitally savvy.
• The lack of investment shows that BMMI sees digital as a business expense. That there is no vision for developing it into a revenue stream outside of Alosra.
• Usability problems show that digital is not seen as part of the customer experience. That or the organisation is not committed to providing a better customer experience.
• Inconsistencies between channels prove that there is no coordination between different subsidiaries.

Recommendations for introducing strategy

By commissioning this digital review BMMI has taken the first step in fixing their lack of strategy. But this is the beginning of a long term commitment. A commitment that will mean profound changes in how the business works. Based on what we are seeing online, it is unclear if BMMI understands the scope of change needed.

But the journey can begin in a simple enough way. BMMI must define some key goals for digital's role within the organisation. Something as simple as key performance indicators would make all the difference.

Beyond that BMMI needs to start implementing new working practices. Practices that will dictate how digital works within the company. This is something we will address elsewhere, within a digital strategy.

But most of all BMMI need to introduce digital expertise into its senior management team. This review has shown that management lack the experience in digital. The experience to see how digital can help the business grow.

This is not unusual. Digital is a new technology that is reshaping the business landscape. This is causing every organisation to rush to adapt. But embracing the benefits digital offers requires a new set of skills. Skills that existing business leaders do not have and cannot learn fast enough given the pace of change seen in the industry.

Elsewhere we will unpack what this means in practice. But this review has made it clear there is a need for digital leadership at the highest level of the company.