Gartner Research

Externally Focused Digital Business Initiatives Require Strategic Positioning

Published: 28 August 2015

ID: G00277702

Analyst(s): Don Scheibenreif , Hank Barnes


Like any business, digital businesses must clearly communicate their target market, the need they address and differentiation. Digital leaders will benefit from a time-tested method of positioning that captures these elements and frames the strategic intent of the business.

Table Of Contents
  • Key Challenges



  • Positioning Considerations for Digital Businesses
    • Challenge: Sustaining Differentiation in a Highly Dynamic Marketplace
    • Challenge: When Things Become Customers
    • Challenge: Choosing Competitive Alternatives
  • The Positioning Framework
  • Positioning Pitfalls
  • Conclusion

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