Digital strategy is the process of identifying, articulating and executing on digital opportunities that will increase an organization's competitive advantage. Digital strategy enhances the organization's vision, goals and opportunities in order to maximize the business benefits of digital initiatives to the organization. The impact can range from enterprise level which considers the broader opportunities and risks that digital potentially creates (i.e. business processes, enterprise architecture, service optimization, governance & innovation) to more marketing and customer focused products and projects (i.e. social, mobile, analytics, cloud, ecommerce, web sites & search engine optimization).