Understanding Vision Statements in Digital Marketing
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What is a Vision Statement?
A Vision Statement is a declaration of an organization's objectives, ideally based on economic foresight. It outlines what an organization would like to achieve, or accomplish, in the long term.
Unlike the mission statement, a vision statement is all about the future. It describes where the company aspires to be upon achieving its mission. The vision statement provides strategic direction and describes what the owner or founder of the company wants the business to achieve in the future.
It provides a clear message about the company's long-term direction and guides decision-making at the strategic level. Given its significance, every organization should have a well-articulated and inspiring vision statement.
Vision Statement's Role in Digital Marketing
A Vision Statement plays a vital role in shaping an organisation's digital marketing strategies as it sets the tone for the marketing objectives that need to be achieved. It helps in narrowing down marketing strategies to align those with the company’s long-term objective.
The vision is about creating a connection with your audience. In digital marketing, this connection is all the more essential because it is primarily a virtual engagement. Therefore, the vision statement should guide digital marketing strategy such that it resonates with the target audience on the virtual platform effectively.
Thus, a vision statement acts as a guiding light for formulating effective, long-term digital marketing strategies and provides a framework for evaluating these strategies over time.
Successful Vision Statement Examples
1) Microsoft: 'Our vision is to create innovative technology that is accessible to everyone and that adapts to each person's needs. Accessible technology eliminates barriers for people with disabilities.'
2) Tesla: 'To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.'
3) IKEA: 'Our vision is to create a better everyday life for many people.' These companies not only have clear and concise vision statements but their digital marketing strategies also align with these visions to create effective interaction with their target audiences.