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The diversification of digital platforms

Today, it’s no longer simply a question of investment in digital vs traditional channels; busi-

nesses have to decide on the prioritisation of investments and support for different digital 

platforms (introduced in Chapter 1). Decisions have to be taken about which combination of 

platforms has the highest level of consumer (or channel partner) usage and will give the best 

commercial rewards (the options are shown in Table 5.9). It’s not practical and won’t give 

the best returns to allocate investments individually. Some key prioritisation decisions that 

need to be taken include:

● 

Investment and support for desktop vs mobile platform.

● 

Within mobile platforms, investment in  mobile-  optimised desktop sites against respon-

sive designs (as discussed in Chapter 3 and 4) and platforms supported for mobile sites 

(e.g. iOS smartphone and tablet, Android, Windows and Blackberry).

● 

Investment in social media platform support, i.e. Facebook vs Google+ vs LinkedIn vs 

Twitter vs Pinterest and other social networks.