An e-strategy should simply be an extension of the core vision, strategy and objectives of any business or organisation. The use of Digital Media is not about technology for its own sake, but about serving customers, creating unique value propositions, leveraging talent, radically improving competitiveness, building up productivity and increasing profits. It's about integrating and using digital options to craft a strategic business model that is not only superior, but unique.

To do this, a framework is required. This needs to look at the core 'purpose' behind the e-presence, whether it's a portal or internal web, or whether it's a core e-business tool such as e-CRM, e-Care or e-Marketing.

For example, it may be as simple as defining the core needs of a consumer portal into the key purposes of Support, Discovery and Acquire, as shown above. Or, in the case of Intranets, it may be about defining the right balance for the business between communication, culture, and community.