What Is A Digital Planner

What is a Digital Planner?
Answers from those who work at an Interactive/Digital company:
1 I am a digital planner and I’ve given upa long time ago on trying to understand what a digital planner is :)
2 I'm am one. Involves heavy understanding of online metrics, and of the social media space. Media is less of a deal.
3 I work with social media, that means advertising in blogs and social websites. It's much more tatical. We think about the message the client already says, its posicioning and how we should work it in the social media cenario, thinking about which media we should work and what we should do there.
4 Understand not only planning, but the specialties of optimizing target space online
5 I am a Digital Planner. I create digital experiences for the brands and help the brands create stories that help consumers related to the brand better.
6 Digital planners work across brand strategy, ad strategy, media strategy, and design strategy. We are also more reliant on data than our advertising colleagues.
7 Digital strategist
8 As a planner at a digital agency we are not focused on creating advertising that is meant to persuade audiences to buy. It's more about creating compelling content and experiences that influence and shape behavior for our audiences. More insight to digitally focused ideas rather than campaign focused creative. To be a great digital planner you have to think a bit further into the process well beyond a brief and understand technology, experience navigation and new media opportunities.
9 Digital Planner. It's strange being the other agency in a relationship -- like a mistress. But a good spot to be in as we keep getting more and more work as TV/Print is cut.
10 I am one.
I think we are much more focussed on the technology that will deliver the solution as this closely affects the final outcome. I also think that because it is a young discipline, knowledge is patchy so a half-arsed knowledge of what's possible with Jquery turns you into some kind of guru.
11 i ake things, not just come up with ideas. the ability to make proof of concepts or to visualize data is worth its weight in gold, and credibility gold when it comes to my clients and creatives.
12 Digital planner--Besides helping with the traditional planning areas (positioning, brand strategy, target research), I help to plan the overall user experience on the web and specific websites. We help plan paths, determine how one would want to interact with our brand online and what sites/areas that would be in. It goes beyond SEO to how a brand and your target live online.
13 Digital planning is not about what you say, it's about what you do. Creating ideas that can be advertised, not advertising ideas.
14 Focus on new media and the ways it impacts consumers/brands/conversations
15 *
16 I am a digital planner. I do a lot of my research around people's digital behaviors and usage. I try to encourage trans-media campaigns. I've been focusing on creating plans to execute and measure programs that span social media (social networks, blogs, UGC sites, etc.)
17 Digital Planner - In addition to traditional planning work (analyze brand, consumer, competition), we look at digital behavior and digital landscape.
18 i am a digital planner.
you have to be faster and have a better instinct of the right moves for your brand in the fast moving digital world. forget studies be your own research manager and brand strategist. trust your own instincts.
19 I am not a digital planner but have digital planners in my group. They don't do anything different than classically trained account planners but they do work much faster at knowledge gathering. The culture they are most interested in is the digital one.
20 Not really a digital planner, but work in digital space. Digital planners are more tactical - about the user experience, vs. just the messaging.
21 As a digital planner, I like to think what I do in the digital space isn't any different, at least in approach. I consider a planners job to understand the intersection of culture, business and creativity - and I strive for that across the board. The biggest difference I've seen from my time at traditional agencies is a stronger focus on " stuff" - making experiences, content and products - not just ads. On a down note, not being AOR means not having full control over your client brands, which has been a bit of a mental shift (and struggle) for me.
22 I'm a digital planner. Biggest difference having come from the traditional side is how closely tied together media and creative (and planning) need to be. A widget is no good if it's not in the right place for people to use. And planners need to be much more about content--it's not just about message in digital.
23 we have to understand this new relationship between people and brand through digital media.
24 As a planner at a digital agency, I feel I function somewhat like a connections planner because the digital space is so vast and varied, so is the way consumers use each site, the way your brand should use/execute on each site. I never spent time thinking " What will the TV spot on HGTV look like vs. the TV spot on CNN?" in my past agencies. Now we spend alot of time thinking " How does this idea work on YouTube? Or what do we do on MySpace? And how can we enhance the experience on Chow?"
We also work on web development projects and digital products/interfaces so partner with Interaction Designers.
And we are closely aligned, when we can be, with media because there are more possibilities to push publishers to creative solutions (i.e., true brand integration on a site vs. banner ads. It's easier and more effective in digital than it is in print, tv.)
We also (hopefully) have better measurement methods, more scientific ways to prove if our communications work or not, beyond the pre-post studies.
25 less driven by media demographic research, more by attitudinal consumer research. doing more ethnographic. don't do spreadsheets of media plans. solutions are more organic, unique, requrie more education within the client, more change management.
26 you have to have first hand experience with digital media, ie live on the web. media is not something that is bought, rather something you live in.
27 Undestand the balance between what the users want and the brands need to communicate.
28 I'm a digital planner and have always been that, so this is a tricky question for me. What's different about it? It's what I know. And I think that the skills that are specific to digital planners are soon becoming desired skills in any planner. It means knowing about the latest developments in technology, understanding the human side of technology (we're no longer talking about colliding worlds here - it's converging worlds), understanding how people use digital be it online, mobile or other in terms of more than just the stats, see the potential in newly launched digital offerings (what will work and why) and, of course, know what digital spaces can work for marketers and how. I think it's important to emphasise exactly how much digital planning isn't different from old school planning. You still need the foundation and skills that we have been developing and perfecting over the past 40 years since the invention of the discipline. If anything, it's the medium - digital - and the tools and opportunities that it offers for consumers, businesses and planners, that requires specific attention, and not necessarily the methods of planning.
29 I am a digital planner. I not only have to think in terms of messaging, but interaction and interfaces. The Innovative cycle, keep on top of everthing new, and convince clients to invest in a completely new and untried platform.
30 Digital Planner - Traditional agency
31 I am a planner at an interactive agency. Digital planners need all the same skills as a regular planner, but you also have to understand and stay abreast of emerging technologies to boot. Also need to think about things like experience design.
32 We are closer to management consulting - aligning enterprise resources to merge with marketing strategies. Technology and operations creeps into everything we do.
33 I'm a digital planner and the only difference is the knowledge of the digital media, the analysis we are able to do of each campaing due to the data we obtain of every single banner, web, etc we create. We also use to thinking forward, because we're in touch with online targets, we know where they are and it's easier to reach their opinions and insights (reading chats, blogs,etc)
34 More entrepreneurial/business (we create products and services, not just communication)
35 I am a digital planner. I do some campaign architecture and different IA. Also I track campaign with for example google analytics.
36 more interactive ways to reach
37 The main skills are the 1. ability to deal with complexity and rapid change, the medium and the way people interact with it changes very speedily, 2 the ability to work much faster that in traditional agencies, because Planners in digital have significantly less time afforded them to come up with thinking, 3 the ability to be more resourceful than traditional, again this is due to lack of resources, including research budgets to generate insights. This is based on the fact I worked ATL for over 10 years before going digital. You also need to have a good knowledge of technology, how it works, what it is used for by people, implications for the brand, business and so on. Specifically this would include an understanding of how things like various bits of technology integrate with one another such as XML feeds, API's and the like, this is required when assessing creative work, to see if it is feasible. Digital Planners also have to develop a broader set of insights in order to help ID, visual and tech people come up with creative ideas and to help develop and evaluate them.
38 I am a digital planner. I am focused on digital trends and spend a good deal of time understanding how consumers in various verticals use digital in their everyday life, from researching to web surfing to Facebook. I also have to understand traffic statistics and more technical terms.
39 user experience, customer journey, personnas - you gotta talk the talk and know a lot more about tactical delivery than trad planners
40 Provide strategic support in planning and implementing communication activities within the digital arena
41 More connecting people with companies
42 as said before a more hands on approach, more pragmatic, with a lesser emphasis on long term planning
43 As a digital planner, we tend to work with the media teams more than usual as they can be an integral role in the creative process more so than traditional media.
44 I am a digital planner... Being a digital planner is not different from an output standpoint - I'm still responsible for insights/inspiration/strategy. The difference is that research timelines and budgets are somewhat decreased since AORs do so much. I have to use intuition and secondary research a lot more than I'd like.
45 I do a lot of digital work, but don't consider myself a " digital planner" . To me it's the same job, except maybe with a bit more contact strategy worked in because the possibilities are so vast. Where I work we're seeing a bit of a split between the number-crunching testing and optimizing planners and the creative-leading consumer intuition planners. Ideally we work together, in practice we have our own accounts and are lacking on each.
46 Yes, Digial planning, specifically in healthcare. Healthcare is a bit different because you have a very captive and segmented audience (either a person with the disease or a caregiver of that person), but for digital, i think it's very similar to regular planning. It's all about the people. We work a lot with analytics to understand how people are using the internet (quant data and traffic and heat maps, etc) and a lot of our strategies come down from AOR's, but overall, it's just planning. We want to understand people, then understand how to help them.
47 I work for a digital agency, one of the biggest. In my opinion its the same, the only big difference is execution and application. You are doing the same work but applying it to a digita, utilitarian, value oriented, conversational context vs. a broadcast, one way context
48 I am a digital planner and think we are like others... open minded observers who plays with concepts and spreadsheets
49 I am a digital planner. I don't believe that what we do is drastically different than what more general brand planners do, with the exception of being experts in how the brand lives online versus offline, the way the target expects brands to behave online, what they are looking for from the brand online, etc. It's more about translating the brand for the online target consumers' lense - making it palpable for the medium as well as relevant to the consumer for that space. I do not think digital planners are as well-rounded as brand planners overall since they are limited to digital mediums, though that might change as OOH and TV become increasingly digital platforms.
50 I'm a digital planner.
Without getting into a lot of mumbo jumbo...
We help make experiences in the digital space more relevant and meaningful to the target by understanding and bringing to life how people actually use different media and the way they interact with the brand.
In many ways, we're part contact planners, part traditional traditional planners, and part UX planners.
51 I'm one. Digital planning requires understanding not just what will make people listen, but the ability to understand what motivates them throughout the entire customer process. It requires the ability to understand experience mapping at a much deeper level and the ability to think about customer experience management at a much deeper level.
52 I'm a digital planner.
Things happen faster on digital advertising, less bullshit and more results
53 I am a digital planner but with a traditional account planning background. you have to know the consumer journey, you have to know details of how the idea (microsite, application etc) will work, it's not single-minded the way atl planners work, it's multi-faceted
54 We dont just have to understand people, we have to understand completely what they do within this space. Its not like saying they look at this site, we have to understand what they are doing there and we have this data to hand.
55 Theer should be nothing different about planning in 'the digital space' (whatever that is). Planners should be interested in humans rather than abstractions. A 'digital planner' adds value by highlighting how humans relate to digital technologies, and the skill set required to uncover these insights should be exactly the same as a traditional agency planner.
56 I am a digital planner. We're just like brand planners only we work specifically in the digital medium.
57 I'm a digital planner. Sometimes it's hard working with clients who have an agency of record that does all of their planning/strategy work. Often the planner from the AOR uncovers the insights and delivers a strategy that we are forced to create a digital experience around. I would like to be involved with more problem solving from the beginning.
58 I am a digital planner. Biggest difference is in the amount of thought given to filtering insights and recommendations through a technology component (i.e., how does the target live online & what can we do to engage with the target online - what technology exists/can be invented, etc.)
59 I'm a digital planner. I don't see it as that different to other planning. But I see myself as different to less digital people. I love the internet, and am constantly fascinated by what I can learn through, on and in it.
60 The process is the same regardless of the tool.
61 I'm a digital planner and the main difference to offline planners is that digital tends to be more driven to results and to the application of branding from the offline
62 Pretty much everything that a planner does within comms planning, but I also need to think of projects' technical specs. Otherwise things don't go the way I planned, since there's an IT person at the end of the process.
63 First of all, to think about integrated projects (on/off). Understand as much as one can about technology, trends, innovation, social media (youtube, viral strategies, blogs, twitter, blip and stuff).
64 .
65 As a digital planner, I think spend more time educating my clients on digital media than traditional planners, and I probably spend more time thinking about media in general.
A bigger difference is that I think digital planners may approach projects with a product design perspective rather than an ad campaign perspective. This means we consider the needs, expectations, and possible interactions of our audience more than others. I've seen lots of great TV/print ideas fall apart as soon as they are considered from a digital perspective because they don't fit the medium.
Oh, I also have access to fewer research dollars and I find myself having to make do with less information. Usually we get information from the traditional agency, but don't get to do our own research.
66 -
67 The different is the closest contact whith iformation architects
68 we as information architects makes the scope, the map and the prototype of a website. During the process we communicate often with the media, account, creative and technology area. So we work during all the processo of building websites.
69 I am a digital planner and you really have to understand how all of the media can work together and how to create utility for people instead of just tell a story.
70 a lot more hands on, with engagement preocupation number 1
71 I'm a digital planner, and we must consider the deep implications of internet being a business environment further then only a medium.
72 I am a digital planner, however we do plan for offline because when you think of digital you have to considerate all the kinds of communication and activations of your brand. Basicly the diference is that i have to plan know all the tools in the web and how people interect with them. Having this in mind we can plan strategic and tatical for each digital enviroment
73 digital planners work with computers
74 I'm a digital planner. Background in linguistics, computer science, including original research. Commercial head, but understand the digital craft.
75 Planning is planning, however, for digital you need to be more technology forward and also plan for experiences not just communications You need to be able to informa and inspire work that ranges from interface design/product design, applications, web sites as well as advertising/communications. It is less focused on brand planning or communications positionings although that is also a part, but only one part. It takes account planners a minimum of 6 months before they can be productive in a digital environment, regardless of the level.
76 Digital planning and traditional planning is fundamentally the same. Its understanding consumer behaviors and the motivations behind it. The biggest difference is how digital is used. Since it is mostly results driven, digital is very similar to direct in most cases and focus on CRM and analytics. Because of this, the work tends to be more tactical (e.g. how should we approach a specific channel like social media) vs. a big idea (e.g. brand strategy).
The more interesting work in digital treating it as product development rather than pure communication. Since digital is increasingly becoming the first point of contact between brand and people, it serves as not only as an extension to the brand, but also a product experience on its own. So usability and experience design is more important in digital than traditional.
77 Yes, but was a non digital planner until recently. The difference is a strong understanding of technology and the way people are communicating rather than just concern over their hopes & desires. It also requires being able to think conceptually about technology as a part of the solution and how to brief programmers as well as copywriters on how to get the job done.
78 I feel like that I do is somewhat more like a connection planner--thinking about brands, but also thinking very specifically about what message we are giving to each audience on the site. I work very closely with IA and media to ensure that my audience recommendations turn into personas and specific use cases to meet user needs. In the end, it's WAY more about meeting user needs than telling people what we want them to hear about our brand.
79 Digital Planner - all the same principles apply from a research and planning perspective. Just need to think in terms of a larger experience rather than a one-way message. I came from a traditional brand agency 7 months
80 Digital Planners here, do not set strategies. Strategies are set with traditional shops.
81 I am a digital planner. Understanding and representing the voice of the consumer is still key, but the context for communication is in the digital world. Not about TV campaigns but more about how they live their digital lives. How to reach them and then deliver the content the need.
82 I work with corporate and public web-sites (not digital advertising). So, understanding all kind of webtrends and how we can use them for inter- and intranetsites is important. Make sure that everything communicates right. Pushing our designers as for what is possible. Make sure our processes get better.
83 I am predominantly digital but I've come from a 'classical' background. The main difference between the two for me is the difference between somebody who knows what you should say and what you should do.
84
I am one.
Digital planners need to be an entrapreneur.
1. Find an opportunity.
- thats the same as a traditional planner.
2. Make that happen.
- This is new. We're not making a TV ad we 're doing something which has never been done before. You cannot just write the brief and burger off for lunch.
85 I am a digital planner and one's job is heavily focused on being able to identify the most effective channel in terms of audience engagement. Sadly more so than actually being able to focus on a creative thought that brings the product to life.
86 Consumers strategy
87 Social Media
SEO
Information Architecture
88 Yes.
It's about offering experiences and not statements. The ability to sensitively target. Understanding and utilising groups of people to boost your message. Recognising and skirting the tech and social fads.
89 We think digital
90 half&half: trained " traditional" & digital planner. now working in a digital agency so I am more kind of a digital planner. digital planners: more skilled in knowing how digital channels work & how communication works within these channels, perhaps more hands on in terms of a tactical approach for digital channels - yet without neglecting the media neutral approach when the task is not about planning specificially for digital channels
91 I'm a digital planner. Digital planning is different because everything changes really fast. Something that excites people today, 6 months later is boring like death.
92 I work in a digital planner, but my take is that there's no such thing as a digital planner. Or if there is, I'm not one of them.
The whole world is becoming increasingly digital, what's the point of having a brand planner vs a digital planner?
93 I'm a digital planner. My work is less to define what a brand is and more to define how a brand should behave. It doesn't meand I have to think only about digital medium, I just have a better understanding of them and how to integrate them in a any campaign.
94 I am a digital planner and have always worked in digital. I think that understanding the relationship between technology and human behavior especially how they change each other place an even larger role with digi planners.
95 Undersand and be part of the digital space, how consuemrs use it and the opprtunities for brands to collaborate and gain traction and excitiement in this area.
96 Im Digital(although I normally classify myself as Integrated with a digital expertise)
We have a whole spectrum of social psychology, human computer interaction aspects to understand as our delivery touchpoints range from computers through to mobile phones.
A mind that can thing along data analysis is quite useful
Someone who can demystify the many technologies, platforms etc.
97 I am a digital planner. Planning isn't much different in digital than above the line, all that has changed is the medium, not the very nature of the discipline. It is still all about finding out what makes people tick, coming up with a strategy and eventually an idea to communicate with them. However digital is much more about getting people to interact and DO things and I think there are some overlaps between information architecture and people who work in user experience design. Also, the structure of digital agencies tends to be more fluid and collaborative so planners will collaborate with all sorts of different people (creatives, techies etc) at all different points in the planning cycle. Whereas it used to be fairly linear; write strategy and creative brief then hand it over to creative team, these stages now overlap more and planners are involved throughout the whole process and strategy is moulded as we go along.
98 I think the difference is that digital planners think the communication online as a priority within social media, closer relationship with the consumers.
99 As a digital planner, the focus is on how a brand can help the community and not how the brand can take a message to that community. The people are more important than the brand or product.
100 I'm a digital planner. I have to think on insights that fit the brand and are related to the digital contexts, how peo`ple live the brand on the internet, that can be different than how they live it outside.
101
102 Am one. I think we know more about what's possible with the internet, and are maybe fighting more for " internet users" than we are for " consumers" , for better or for worse.
103 I'm a digital planner and I belive what most differs us form the rest is the fact that we think how users and companies can have experiences that goes beyond real world. We try to use everything we can think of to make internet and mobile tools closer to everyone.
104 ...
105 I'm one but just started in this job. Globally, I'll have to have always the media (online in this case) on mind. It's not " big idea-->media" but the other way round.
106 Digital planners like I are pioneers. Everything is usually done at the very first time. You always have to have killer presentations.
107 I am a digital Planner. The biggest difference is that we usually don't have the same ammount of money but we have to show almost the same sort of results. Clients don't usually spend money for research, so we have to work with search data and ou deliverables go far beyond the planning role, like almost being part of the creative and account teams.
108 I'm a digital planner. The difference in what we do is all about how large the web can be part of the companies strategies, like sales channel, relationship channel, etc. So we are asked not only to solve communication and brand problems, but to solve problems in this other areas
109 More technical - but it's a case of the medium.
110 I think that planner must be open to the new trend. I have experience in digitalis because the behavior of the consumer is different in online means. We must much more understand that another generation comes, criticism, with but determination where the brand must talk with them otherwise dead
111 search for trends, make a strategy and then add creativity
112 My USP is integrated campaign planning - specifically integrating online and offline channels
113 I help finding inspiring insights to create creative strategies in line with business objectives for our clients. I am also involved in creating and developing online media / contact strategies. With a strong interest in digital innovation I create presentations to inspire clients.
114 I am a digital planner, we help build experiences that drive business value.
Answers from everyone else:
1 Digital planner. More focused on tech / media. Have to do a bit of data stuff, but not to the degree of DM.
2 n/a
3 Just a traditional planner.
4 I am not one. They are concerned with strategic planning of digital media -- knowledge of digital use habits of select audiences and metrics-based plans.
5
6 ?
7 I'm not a digital planner. I believe they're into digital trends, find insights in interactive behavior and technology.
8 i'm not. they over specialise
9 I'm not a digital planner. In my opinion, digital planner should do what a planner does and also have a strong expertise in digital tools.
10 I'm not one. I think they should create a strategy for a brand experience online.
11 I'm not a digital planner. Look specific on digital behaviour and do a lot of scanning for new techniques and trends in the digital world.
12 Digital isn't as integrated as we would like to see in our global geography.
13 I´m not a digital planner. But i think it is merging together. Digital Planners analyze social media structures and are totally involved in it. They find new technical possibiltes and innovations transfering into " real" life.
14 Same job as a traditional planner, it's a media-neutral job - well at least it's supposed to be
15 Planning, engagement planning, media planning
16 not a digital planner and not exactly sure what one is.
17 Not one. They mostly plan for a specific media channel - online. However, the best are like the best " traditional" planners - they plan for social ideas (nod to Gareth Kay)
18 I expect planners to be digitally native *and* able to think about media. I think planners who peddle themselves as only one of these are living in the past.
19 digital planners help make web content work harder for a clients brand... Kind of what a general planner is supposed to do...
20 n/a
21 I act as a digital planner side kick- it is not my main job, but I help out with finding consumer insights and trends online. We look for patterns that emerge from the conversations that take place across the web. Digital Planners go into more of how to use the web most effectively. Utilizing the web to make our products " sticky" versus throwing them out into the web and hoping they stick.
22 I am not a digital planner, but from my understanding they do the same thing as traditional planners, just with a stronger understanding of the digital space. However, with clients increasingly seeking business/communications solutions and not just digital solutions we're all being forced to be channel agnostic.
23 Digital Planners think about how to put a brand in a digital world. They think in how to interact with the people and how to be relevant in digital media.
24 I'm NOT a digital planner.
I think a Digital Planner is responsible for 1) keeping up with trends and new technologies that take place online and in the intersections between off/online, and then 2) designing/strategizing new and innovative ways for brands to use these tools in order to create deeper relationships with culstomers/culture.
25 I am not a digital planner in the sense that it is not my title or anything. Everyone in our planning group is a " brand planner" without distinction of expertise. I would imagine a " digital" planner specializes or concentrates on interactive creative and social media. If that is the definition, then I do have digital planning experience.
26 I am the digital planner at my agency. Most other planners at my agency don't understand or keep up with new technologies and social media enough to form thought-leadership. They also don't understand how to work with interaction designers and think about consumer behaviors rather than just perceptions.
27 Read and read again all Umair Haque's stuff since 2004.
28 Not a digital planner. I think they tap into human behaviors and beliefs to create meaningful digital experiences.
29 we don't have a separate digital planning group, and im actually glad we dont. i think the best planners in the future will be those who can be effective in all environments- whether its tv or the social web. the idea and the media are increasingly the same IMO, so we need people who can think across all of these different spaces.
30 this person can do online marketing strategy, work out online targeting and partnerships to raise brand profiles online, work out digital brand experience and then do killer analytics
31 Not one. They are not that different; they just have a better sense of how an idea or strategy will work digitally.
32 I'm not one. Planning is planning, at least when you take the traditional view of planning -- i.e. that planners craft message. When you take a broader view of things and assume that planners should be charged with both message and context (traditionally the domain of communications planners or IMC planners or whatever you want to call them) -- where the industry is going, in my book -- then a digital planner is a completely different beast. Understanding the nuance of the vast number of digital channels, and how to craft message so as to be appropriate in any of those channels, is a big job and one which should be performed by a specialist.
33 N/A
34 I'm not a " digital planner" , but our planning department is well versed in the digital space. We have a blog and constantly interact with our digital department.
35 Not a certified digital planner (if there's such a thing) but do play in the landscape. Lead Discovery and Strategy phases in redeveloping websites. Personas. UX mapping. Usability testing. Digital channel planning. Creative briefing/concepting for interactive marketing campaigns.
36 Not a digital planner (and think the distinction goes against the spirit of what planners do; culture is culture [be it online or in-world]).
37 Not one. I think they have a more keen insight into user behavior in the digital world. They are specialists and on top of everything new in the digital world, but able to prioritize and think through implications for individual audiences as well as broad cultural impact. They might also have a bit of UX know-how.
38 I am not a digital planner. At my agency, we have strategy and we have interactive. Sometimes we overlap. I think that's probably what a digital planner is. Someone who is the overlap on purpose.
39 I have worked on several digital projects and consider myself pretty well versed in digital strategy
40 I am not one. They find ways to expand the brand into online, mobile, viral, or non-traditional channels.
41 insights about how people use the digital media space and developing strategies specifically for those mindsets/behaviors.
42 I am not one and I think their ideas are how to make connections with consumers in non-traditional digital ways, but the ideas still come from the same places
43 They are ahead of the curve about any digital trends and understand how digital can be leveraged differently
44 I'm not - understanding of participation, conversation and how technology can create value
45 I am not a Digital Planner.
46 not a digital planner. what do they do? I suppose understand the expanse of digital medium, have deep knowledge of the cutting edge tech, and possibly push the envelope
47 r
48 Digital. Yes you could say that. It is different because it requires a deeper level of understanding and insight into the cyborg world, the fusion of people and technology.
49 I think it involves more digital strategies such as eCRM progrmas social media website
50 I'm not one tho we do some digital planner.. I think they are meant to specific insights into the online market, how people interact and behave online and what kind of marketing tools would work. also keeping in touch with the latest tech developments and new ideas re how these could potentially be of benefit to clients and brands. Creating an online presence for the brand, running web campaigns and working w the rest of the team on integrated campaigns. recommending best course of action for the web
51 .
52 I am not.
They recommend connection points online
53 I'm not one.
They aren't planners.
54 Applying same planning principles to the digital space but more focused on user experience than branding
55 I'm not one. Digital Planners in a media agency are essentially old school 'planner buyers'... mixing the intelligence needed for planning, and the negotiation and precision skills of buying.
56 Knowledge about social ideas, ability to start conversations, comprehend clientes and constumers minds and behavior, creativity
57 Not one - but have some working for me. They are more business / quantitative oriented. They have great benefits in this regard, but also have some learning to do in really understanding brands.
58 not one. i think they're a hybrid iA, uX, web-savvy thinkers, doodlers
59 I'm not but I think their job is to find ways to organically connect with people in the online world
60 i dont work with digital planning and notice that in brazil this is a very very new area, most of the market, really big agencies included, are just too naive and conservative and slow - most of them dont even know twitter and want to translate printed ads into websites or the most annoying briefing " create a viral for youtube" or " lets get an award in digital because we dont get one in print ads anymore" . its just not right specially because brazilians seem to sort of dominate everything, orkut, tweeter - medium class brazilians are very much on-line people and very little is given to them.
61 I am partly one, although I look at digital behaviour and attitudes, and think about how they impact on technological developments and design strategies. I think that the sociological implications of new technologies and their usage are going to be of increasing importance to creative and media agencies in the years to come, and the research-savvy digital strategist will grow in significance.
62 Digital planning is not that different than traditional planning. The end product is online, but they still have to think through the consumer, cultural environment, communications landscape, etc.
63 Its not always about boiling down to a single reductive thought and one creative execution
64 More design-centric process, Understand how to use data visualization techniques, more advanced information gathering techniques (rss feeds, aggregators, etc.)
65 I am not one in title, but know more about digital than most people here. I have written RFPs and designed digital components of my clients' communications plans. I have lent expertise when clients ask " should we be on Twitter?" Oh god.
66 I'm not a digital planner. I believe they have to understand the issues, the consumer behavior and reach strong insights as any other planners, but also, to deliver a digital architecture, based on technical skills.
67 i am not a digital planner. They focus on understanding consumer behavior online
68 I used to be a 'digital' planner and then moved up(?) to 'above the line'. The lines seems absurd to me. Planners write briefs to create big ideas, digital planners are part planner / part UXP / part digital media planner, so they are focused on digital executions of big ideas.
69 I'm not specifically a digital planner. However, I think digital planners help brands understand where their products fit in the digital sphere and how customers relate to and spread a brand story online.
70 not me.
its basic the same but have to deal with brand/campaign concepts already created.
71 n/a
72 digital planner : find some usual users insights, transform digital ideas into business solutions
73 Not a digital planner. More into online experiential planning.
74 There should no longer be such a title, it's utterly ridiculous. There are no press planners, Mail planner - it's jsut a channel Arghhhh!!!!
75 Not sure
76 I am a digital planner. In this capacity I must have as good an understanding of traditional media (" offline" ) as an traditional planner, as well as digital media. Responsible for identifying new and emerging media opportunities (not just online).
77 I like to think I'm a planner and that digital, connection, and traditional are all flavors of the day.
78 Not one, but outline effectiveness on brand through online and digital comm.
79 anyone who tells you there's such a thing as a digital planner is a liar.
not anymore than there were ever print or TV planners. sure there are different skills to add digital, but come on....
80 no
81 I'm not specifically, but i do lots of planning on digital projects. It's really not so different.
82 I'm not a digital planner. But i think they study the best strategy to bring people of mark.
83 i'm not a digital planner - i think they do the same as the rest of us, except they know more about (a) what can be done in digital channels and (b) how people use them
84 I´m not a 100% digiplanner but I work integrated with the interactive team to design relevant dinamics for a digistrat (how the proposal fit in the target behaviour).
85 Am not one. I assume they are an account/digital media planning hybrid
86 I plan for online (70%), print (20%), radio, out of home, etc. In my opinion, online planning is getting harder as more and more consumers are aware of online tactics and can now choose to void them.
87 n/a
88 I'm not one. They handle everything web-related with an emphasis on social networks.
89 I am not a digital planner. What I think they do is looking at the big picture for every small project, help executives to think big, brief creatives and ensure work is on strategy
90 Digital planning would be just a part of my job. understand how brand lives digitally and how consumers engage with digital media and applications.
91 I work in an interactive dept but also service the agency's clients as well.
For interactive I conduct a lot of usuability studies, ethnographies and idi's to ascertain POBA - perception, opinion, beliefs, and attitudes about a concept site, a brand, or the messages about a particular brand.
92 not a digital planner, but have extensive experience with ethnography
93 I plan for all media. I need to be better at digital though. They know a lot of what's going on digitally, from great campaigns, to what people are talking about and how they're talking about it, cool new technologies, etc.
94 I'm not one - I think they take the big idea and turn it into a digital execution. I also feel there are many different itinerations of a 'digital planner' - from a conventional brand planner to a user experience designer.
95 I have been asked to become one within my agency, but I don't really know what exactly they do. I assume they are the experts in knowing how consumers behave online and the best practices for messaging online.
96 No.
Strategists specifically equipped with the skills and expertise to maximize a brand's/business' web presence/activity
97 Not a digital planner. I think they have a harder job since it's harder to engage people in a online conversation.
98 N/A
99 n/a
100 More executional than traditional account planners
101 i do digital planning - consumer knowledge, digital trends, all leads to aiding communication
102 Part of my responsibility is digital planning. Crucial to digital planning is understanding and being abreast of the tech field. However, it is NOT chasing the newest thing. You need to understand the services in relation to the consumer and your client and be able to articulate what each technology gets you, rather than what it can do.
103 implementing the web 2.0, interactive concepts
104 marketing architecture, connections planning, translating creative strategy to different types of mediums and creative types, technology innovation strategy, social media, managing digital strategy with US and IA folks, working with digital media start up businesses in a start up role.
105 im a media planner
106 Am I one... yes and no. I think we should plan experiences from beginning to end. This includes digital but is not limited to digital. I think a planner's skillset needs to be flexible and adaptable.
107 Not one. I think they write briefs for digital campaigns.
108 Not a digital planner. I think digital planners figure out where people will be most engaged with the message.
109 I'm not one, but I consider digital in every strategy I work on. I no longer see the point of uniquely 'digital' planners.
110 I'm not one. They communicate the brand message in the digital space
111 I am. Much more results & operational oriented for we can't think of an idea without its execution. More what's next driven as well (huge infos cruncher)
112 i'm not one- but i think digital planners add more insight into consumers' online behavior
113 Would seem to have a distinct focus on digital channels and digital audience behaviour - seems odd to make any distinction though.
114 Nope, I haven't heard this title specifically but I would guess an Account Planner in a digital agency. Research, strategy, planning activities for the all digital mediums.
115 I think digital planners build helps creating a digital presence for the brand. I believe that the main difference is that 'traditional' planners have a broader perspective regarding the brand.
116 we don't specialize in digital planning - we work on social planning and behaviorally driven planning - which plugs into what digital can do - i'm skeptical on the title digital planner - many are either just tech people who blog or usability people.
117 Not one. They know how to use apps
118 NA
119 I am not a digital planner. I think what they bring to the table is an expertise on how to engage consumers more effectively in the online space. General planners should have a basic knowledge but these guys are the experts on defining strategies and measuring effectiveness.
120 I am one... I think that the main difference is a different mindset about technology and how to involve creatives. Not after the brief, but during and even before.
121 not one - suppose they do what I do only have a greater focus and understanding of consumer and brand behavior in the digital space
122 Mobile Marketing Planning
123 I am a digital strategist. It's different because it's a different medium. Digital *can be* a better way to actually converse with people. The process seems very similar.
124 no idea
125 no
126 Not one, dont exactly know
127 I am and I'm not I'm still struggling with distinctions
128 My experience makes me believe that they tend to be more tactically focused - and to be fair, I think the notion of " digital planner" is flawed. If planning = culture and digital is a cornerstone of culture, than a planner is a planner. It's a an example of this industry goofing digital again.
129 not a digital, they hang out on the internet all day then state the obvious
130 bring ideas to life through new medium
131 Not one.
A specialist in digital culture, behavior, motivations, impacts and measurements, new developments. An anthropologist of technological culture and driver of innovation.
132 we should all be digital planners. it's absurd to have this as a discipline
133 I am not a digital planner. They focus on the world of digital....
134 I consider myself a Propagation Planner who uses transmedia platforms including digital. Plan not for the people you reach, but the people that they reach.
135 i plan digitally but not exclusively - the difference is a requirement to understand how people use technology and what needs are being met when they do so; just as a person in retail must understand the basic dynamics of shopping, so too must I understand the basic dynamics of the digital world. plus i must understand the measurement metrics and the strategies/approaches my digital media partners use in order to distribute our creative. it requires quantitative fluency.
136 Digital planners are at the forefront of web technology and innovative way to reach consumers. They know the web savviness of specific demographics and are well versed in executing effective strategic campaigns in the online/mobile world.
137 XXX
138 Not a digital planner. They are specialist planners with expertise in digital communications. They typically have less broad brand planning focus and more channel focused. It is very difficult to find a planner who is really strong on the digital side and the brand side. Frankly I think connection and digital planners should be one and the same.
139 i am not one. but i think they understand consumer behavior in the online world, so they can recommend how to best communicate with them in this space. everything from the way to design a website, to which type of online tool to use for specific targets (like social media? and app? a microsite etc).
140 Not a digital planner. Similar skill set as regular planner, but more in touch with the craft, production or implementation of digital ideas. More immersed. (As a point of comparison, I know many " regular" planners who don't watch much TV at all. )
141 marry brand ideas to technological opportunities
142 Not one, but they have particular expertise in knowing the newest technologies/opportunities online and constantly track them as part of their daily activities.
143 No area of expertise
144 To think of how to use the different channels of the interweb.
145 dfsdf
146 Not a digital planner. I think they are more focused on emerging technologies and the culture around them. Maybe a bit more involved in the techie details - usability of websites, etc.
147 not officially, one, but I do do some digital strategic planning
148 I'm not. I think digital planners do pretty much the same stuff as non-digital, except they now a lot more about technology. But in the end our job is to understand consumers so we can create a more efficient communication for the brands we work with, no matter what media we are thinking of.
149 They help web designers to develop a communication interesting for the consumer target they have in mind, according to how and where they are used to surf the web.
150 Digital planning is much more technical than account planning. They deal with browser differences and on line strategies.
151 digital things
152 Not a digital planner. Digital planners try to replicate viral stuff and educate clients on social media, claiming to be social media experts themselves, even though many can't even write a line of code.
153 Think more about behaviour opportunities (and connecting it to revenue opportunities) than just messaging ones.
154 not one; digital planners are half strategy and half content producers, the strategy bit being a combination of knowledge of what can be done and understanding how people engage with the digital space
155 I'm not a digital planner, but certainly have aspirations to be come one. Luckily I have a wonderful digital department that is giving me the learnings I need to become useful to them, from both a planning perspective, and from a digital perspective. Thus far, their needs have required me to have a better understanding of digital landscapes (by industry per client) and to understand what makes one online experience better than others, all in all, it feels like a bit of a hybrid of a traditional planner role, a channel planner role and a digital creative role. It's understanding the medium, the way the consumer interacts with it, and where the opportunities exist.
156 digital planners should be more like interaction planners and figure out usability and such in addition to the human insight. digital planners are also digital media planners as well.
157 n/a
158 .
159 my work involves digital planning, but not purely. digital is only one element of a broad mix - it may need a different mindset to stay abreast of the constantly changing technologies, but they are simply servants of strategy; tolls that are means to an end.
160 I'm kind of. I do some researches in social networks, like Facebook, Orkut, Twitter e anothers.
161 not one- helping the agencies pioneer a new medium
162 Not a digital planner-- would assume they study audience behavior in the digital sphere to determine the right media and how to use it in the best way.
163 I am not one - we asked a junior planner to become one...not sure she knows what the hell it encompasses. but she's pretty quick on her feet...and twitters a lot.
164 i'm not a digital planner. but to be honest, i'm not sure how their job differs from mine. how are they planning differently, since occasionally we do digital strategy as well.
165 I'm not.
166 I am not one, but I think they create marketing strategies to be used in didgital and emerging media
167 I'm not one.
I don't think this is a meaningfully different job from a regular planner, except that a digital planner is expected to know digital better. Really any decent planner should be a good digital planner
168 not a digital planner, though i do oversee the interactive portion of my account. imagine they would plan similarly to any other kind of planner but be more knowledgeable about people's online behavior, motivations etc.
169 Representing consumers from a digital perspective. strategy and touchpoints based on their online persona and behavior
170 They do a similar thing to the rest of us but have a better understanding of the digital landscape and people's behaviour within the digital environment so can understand the effects and behaviours they are trying to change in more detail.
171 i'm not one. they seem to just add a little bit deeper knowledge about digital media envionments - ie, stuff you might not have heard of otherwise.
172 Stuff online
173 not a digital planner. not sure what they do.
174 I am not a digital planner. I think that digital planners are leading what is happening in the digital space. It's their job to create and predict what consumers will want on-line.
175 I am not a digital planner, I work with one that calls himself an Interactive Strategist, and he gives presentations on social media, but I (brand planner) am also considered a social media guru. I really don't know what makes a digital planner specifically a digital planner.
176 Used to be a digital planner - have to take into account the medium and the user interaction much more
177 understand user experience and what people are looking for in a web experience
178 Monitor conversation and pereceptions in digital space. Provide insight as to what creative will work on-line.
179 I'm a planner - which means I dig digital - doesn't that make me kind of a digital planner?
180 x
181 not one; think all planners need to do exactly the same thing - understand the brand, the consumer, the environment and then find the best opportunities/strategies - in any media.
182 not a digital planner, but am currently being tasked with social media strategy.
183 I am not one, I am not sure exactly what do they do, but them seem to spend a lot of time surfing the net!
184 (I suppose) I'm a digital planner. I came from a digital agency, however, I don't really describe myself as a digital planner. I'd say I'm more progressive in that I tend to approach problems more broadly than my more traditional team members. I think the only reason someone would actually call me out as a digital planner is because I've taken the time to try my best to understand analytics, user experience and IA and how those things relate to my job as a planner. I also don't believe my only concern with a web site should be whether or not the brand is articulated properly. I think planners should be involved in the process of determining how a clients' business objectives can connect with a users site objectives online, what we want the user to do and given our knowledge of them, how we can get them to do it.
185 I am NOT a digital planner. I think they work to create strategies that take advantage of and enhance the role of digital in our lives.
186 Not a digital planner. I see digital planners as the people who examine how people interact in the digital space (mobile and internet) and how brands can relevantly and effectively connect with those people. I think all planners should be thinking in this area, even if they aren't officially " digital" planners.
187
188 The most interesting part of digital planning to me (as an outsider) is the focus on the entire interaction, starting from offline through to the online component. Considering the target in the context of the transaction and (hopefully) adding value beyond the message.
189 Not one - i think they do what non-digital planners do.
190 not one. no clue waht they do.
191 I'm a social media planner. We work usally with other partner agencies. Our job is basically more tatic, the strategie of the brand, positioning and these stuff are made by the partner agency and we adapt it to social media. With our main partners we start participating of the process from a part more in the beggining of the work, helping them thinking more social and not only adapting what they have. Really fun. Biggest challenge: keep updated.
192 this is a big controversy in my agency. I would say they create the strategy for the digital space, but " leak" into traditional areas. It's silly to make a line between the two... we should be one.
193 I am a digital planner and it's different because I have to learn new programs (like Radian6 - an online conversation monitoring tool) and learn PR essentailly with bloggers, etc. I also learned how important conversation is versus when I was doing traditional where it was all about the brand and the consumer. Now it's been taken a step further and made me a stronger planner.
194 Planning is focused on digital space, but I don't know that it is any different that any other planning. A good idea is a good idea. Digital media is a space for it to live. You still have to understand people, the brand, market, competition, etc.
195 Not one.
Doubt it's much different than what offline planners do, just more highly in tune with social networking, mobile, etc
196 .
197 not one. planning digital display ads
198 they only specialize in the digital arena
199 Not one. Digital planners are specialized in their knowledge of people's needs and rituals in interactive/online
200 not a digital planner
201 Not digital. More tactical planning.
202 Strategic Planner. Whatever needs to be planned, digital/non-digital, whatever, i'll plan it.
203 Not a digital planner. I think there job is to be a planner like any other, but understand how consumers engage with the digital space and how brands can best leverage it so that their brand is woven into the consumers life organically.
204 I'm not one. I guess the difference is that they have some technological expertise, understand how the digital channels work, what's out there, how they're used now as well as a sense of their potential. In short, I expect they're just more tech savvy and fluent.
205 digital planner. thinks 360 or social viral
206 I am not a digital planner but I have worked with a few. I think good digital planners should bring in two things 1) an intimate understanding of how people interact with brands through digital media (and how brands can meaningfully engage them) 2) Good instincts on how to make an idea contagious through the use of digital media
207 i am not one, they are planners who work in digital marketing agencies.
208 I'm not a Digital planner.
From an engagement standpoint, Digital planners bring to the table a more informed understanding of how best to connect/communicate with different audiences online.
209 I'm not a digital planner. And frankly speaking, other than the details of work, such as drawing out the sitemap, I don't think there are much difference between a traditional planner and a digital planner.
210 Not. Digital interactive stuff.
211 plan for the digital space
212 not a digital planner but i think they are information and experience architects for the digitial medium
213 I'm not one : I think they help brands behave in the most relevant way in the online space
214 I'm not one.
They work mainly on digital accounts? Account planning with a focus on all things digital? Communication in the digital space..
215 I am not a digital planner.
for me there shouldn't be a significant difference any more between a traditional planner and a digital one, as we all have to be digital savvy and know the business.
216 n/a
217 I am one. Its two fold: 1. We stay up to date with the technology people adopt, their behavior with that technology, and the emotional states they may take with them. We then plan ways for our brands to participate with them. 2: We recognize the new tools available to advertisers in the digital space that help our brands decrease waste and increase the bottom line.
Or something like that.
218 Im not and i dont believe in 'digital planning'. Strategy is inherently media/channel agnostic. Execution and activiation is channel relevant. We need digital media and digital production people, not digital strategists. Closest maybe would be a digital comms/engagement strategist.
219 I am not one - but we don't have them at my agency - and my role includes leading holistic work from all agencies/experts, which means engaging those planners where relevant.
220 I am a digital planner. we often get put into a box after regular planners, although that is changing.
221 -
222 A deeper knowledge on tech aspects of this world
223 My current responsibilities lie in the field of experiential marketing. (That includes activation and digital.) Digital Planning is really about finding newer ways of getting consumers to volunteer engagement with brands.
224 social media strategy
225 i think planning should be holistic, not channel specific. so as planners, we need to see a bigger picture and have bigger ideas.
226 n/a
227 I am not a digital planner. I see no difference. It's like a creative saying he/she can only do TV. Digital planner is outdated and unnecessary.
228 Not One. Believe good ones, like good 'anything' planners are mostly independent of medium, but they hopefully understand better digital creatives way of working and sources of inspiration. Probably better at consumer journey stuff too.
229 I am not a digital planner, but I believe they specifically look at consumer behavior online.
230 I work in all mediums. I think Digital Planners are planners who specialize in online, social media, mobile, etc.
231 Nope.
I think it's similar in many respects to traditional planning, except approached more from a perspective of planning non-linear experiences than planning linear messages
232 I don't know how their job/process is different but would like to know.
233 I'm not. They seem to do the same thing but seem to know more about the specifics of digital, and the lingo.
234 NA
235 I am not a digital planner. I believe they focus with consumers in the online space and those specifically related to digital media.
236 digital planners architect stories and work with connections planners and creatives to architect ideas.
237 I am not a digital planner but I am capable of providing ideas and feedback to creative and clients re new technologies and how they can be integrated into our brands' discourse. I imagine digital planners being able to provide a mix of conceptual+tech ideas; not being one myself, I am short of tech-related answers.
238 We're all having to be digital planners these days
239 I work as a digital planner on some of my accounts and the difference is understanding user behavior and interaction in the online space vs user behavior in the world. Relationships and expectations online are different online vs in person.
240 i am not a digital planner. i think they may specialize in reaching an audience through digital/web related channels.
241 Not one, but work with them. They really think about how to make brand communication a conversation.
242 Not a digital planner. Think they do everything the same but online is their only medium.
243 I do digital in addition to broadcast and I would say that it's more accurately 'interactive' planning. Day-to-day, that means taking into consideration more of the context than the content of the problem.
244 Are those very in-touch with the digital environment. I do not consider myself to be one.
245 planning in the digital culture
246 nOT DIGITAL PLANNER ALTHOUGH I AM INVOLVED IN DIGITAL CAMPAIGNS, I AM HAVING TO LEARN VERY FAST BECAUSE THE MODEL IS A NON INTERRUPTIVE APPROACH TO PLANNING BUT IN MY OPINION IT IS STILL FUNDAMENTALLY BRAND PLANNING
247 No idea
248 Not a digital planner. But think their skill sets/personality need to be the same as other planners (i.e. curiousity, problem solving, research, etc.) but they need to have a stronger grasp of digital touchpoints and their roles in peoples' lives.
249 NA
250 the ripple effect?
251 nil
252 I'm not.
I think they approach the brand strategy with a similar approach, they tend to solve the problems with different tools.
253 yes, i do digital planning. My specific focus is on how digital can be the primary medium of communication to a select target amd how, if possible, it can be integrated into a path to purchase i.e. measuring for digital can lead to actual purchase
254 na
255 I am not a digital planner - I think they are like any other planners, but just understand the medium a bit more.
256 They do pretty much the same as ordinary planners but they look primarily at the digital space and for digital solutions
257 not one, they do the same as traditional planners but for the digital discipline,
258 I think they're a lot more in tune with information architecture and user experience than your general practice planer
259 I am an " integrated" planner... with some digital reflexes
260 no
interface design and flow
insight & datas
261 I am NOT a digital planner. Not quite sure what they do. My belief is that planning always was media neutral.
262 digital planning with strong relation with other mediums, thinking in terms of through the line communication
brand strategy planning
Brand audit
263 No, I am not a digital planner. I guess they explore steps in consumer-to-computer interaction more closely and help their digital teams shape the experience in a best suitable way.
264 I am not a digital planner. I think at most creative agencies digital planners are responsible for identifying new communications trends and making sure that the agency is including them in its communication strategy
265 na
266 I'm not a digital planner. I think the job description of a digital planner is to think how the communication can be potentialized in digital territory, how we can enjoy better all the tools that the web can offer for us, beyond develop digital strategies.
267 not one
268 I'm not, but do some work with our digital department. It seems to me that the planning process is pretty similar (discovery + strategy + concepting + development), but the inputs/outputs are different. Digital life is more continuous, more complex. No need for an IA in a print ad, but you better have a good one for a full site. Understanding the language and the process is what separates digital planners from non-digital planners.
269 x
270 NA
271 not one. assume they understand how people use digital and how to best achieve your marketing goals
272 No idea, love to know.
273 -
274 I am not one. I think digital planners do the same that regular planners do, but keeping in mid that the main creative medium will be digital.
275 technical knowledge, basically
276 I am not a digital strategist and wish I could really see how they work. This is a side of planning that we have no strength in, and I'd love to get more exposure to true digital planning.
277 A strong digital planner should know how to to work the a User Experience expert (or better still, be one), in order to figure out the right IA for a site, ad plan etc. They should also be an expert at understanding how/when/why people use digital media and what technology is making possible.
278 i have interactive experience so can address some digital planning but don't have the bandwidth to spend time on measurement/analysis end of it, but I help on the strategic planning part for some smaller clients
279 A digital planner is a strategic thinker who’s planning for the future of digital and wants to work with big brands on big campaigns
280 I'm not a digital planner - I'd imagine they deal with web personas, blog/community analysis, etc.
281 Not one. I'm not sure what a digital planner is or why you would have one. particularly if you are media neutral.
282 Not one. Proactively develop digital strategies, ideas and solutions to engage with brand online/social media. Must be familiar with digital project requirements/technologies to work directly with interactive teams - information architecture, frameworks, creativity, etc.
283 I am a planner that specialises in both general consumer and digital consumer insights.
Do the same job roles that planners do, just with a focus on digital and how different groups consume digital. Eg. Digital circuits of teenagers, reasons and insights behind why people really go on Facebook
284 i'm not a digital planner. however, i think the role of a digital planner to understand how people navigate through the online world and figure out how to best connect with them through channels, properties, etc. digital planners also need to be strong in general web analytics and metrics.
285 Cross discipline planning - having to work with DRM, advertising and activation in one place.
286 Not a digital planner. A digital Planner makes communication works through digital medium
287 Nope. See " planning" + consumer online/social identities.
288 I am not one. Digital planners look at sociological implications of interaction with digital media. Not just the internet, but how it involves itself with the phone, and any other personal held devices.
289 Digital planners create strategies and bring forth ideas to promote the brand through digital media i.e. web, blogs, social media, viral, podcast, sms, - its effective utilization of web2, and reaching out the customers in a way that they are interested, inspired, conversant, and spread the word of mouth reputation and brand value.
290 xx
291 I am not. I think that digital planners are planners that know more about brand behaviors in the digital (online, mobile, etc) world.
292 i am not a digital planner.
I think they do more or less the same job, in a different context of exploiting brand opportunities in the virtual/digital world.
293 I think digital planners are similar to engagement planners except that the expertise is just dialed towards digital more.
294 digital planners best leverage digital platform to provide strategic communication solutions, in a world where the internet is the strongest glue
295 Not one. Digital planners? Understand the digital paths individual consumers/segmented groups make e.g. as the travel making consumer/category/brand connections through mobile phones, pda's, websites, blogs, IM services etc...
296 I am a digital planner, specifically thinking outside of traditional channels and understanding that you can tap into live information that can shape activity both immediately as well as for longer term planning
297 I'm not - master the rapid evolution and bewildering complexity of the digital world and the way people are using it
298 Digital planners find insights from how people use the Internet and digital tools and media. As a result, they plan communication strategies using mostly digital channels.
299 grasping the bigger picture behind all the new digital technologies/possibilities (instead of running after each hype), knowing the way it changes the way people communicate with each other and with brands. Know the laws and rules of the new world and apply these to the brands you work on, finding the right balance in communication possibilities
300 I'm not.
I think they should guide and give trust to advertisers in a domain they're usually not so familiar with.
301 n/a
302 I am not. Evaluate the relationship consumers hold wuth digital media and see how brands can introduce themseleves in this brandscape
303 xx
304 trend watching, and finding ways to engage people in a relevant and interesting way to them, through provision of content relevant to the brand - info through to entertainment
305 ----
306 I am not a digital planner now, but was in the past and I am not sure it is that different - digital planners probably have more media knowlege in their area, but otherwise the skills needed and disciplines are very similar
307 I'm not. I think that the same thinking process applies whatever sort of planing you do - starting with people first.
308 I'm not convinced there is any such thing. What do we mean by " digital" ? Isn't everything?
309 ?
310 I think digital planners analyse the different sites and approach internet has, stuty wich one is more relevant for the target, how do use it in a campaing, they also mesure real time (or something like this) the results and change plans when it's necessary.
311 i'm not a specific digital planner. I'm an integrated one.
312 Not one
Don't get it
313 I'm not. think strategically about the digital world
314 ...
315 I am not. Develop the strategy for online activities
316 not a digital planner.
should bring ideas, analysis on how to reach people, interact in the digital word.
317 Am not one. Digital strategy--both placement and campaign strategy
318 n/a
319 digital planners develop the stratety and brand positioning focused on the digital medias. due to that sometimes they have to replicate the brand's concept, developed by the ATL planners
320 -
321 -
322 --
323 n/a
324 I'm not one,but i really don't belief in planner specialization at that level. Plus, we all need to be digital savy currently.
325 I´m not a digital planner. Digital planners are responsible for defining benchmarks and yet the communication coherence for online campaigns. They´re also responsible for metrics and ROI definition
326 not a digital planner. have worked with some and more and more i think that they we do the same thing as them in addition to all the traditional stuff.
327 i have issues with a digital planner vs a normal planner. It seems if we are after insight it should make no nevermind which label we have. I think not knowing to much about digital actually helps uncover some insights.
328 not a digital planner, looking to get into it though, got any leads?
329 Im not a digital planner
330 Traditional Planner.
I think they understand the digital consumer experience and try to create ideas that may better fit the digital space.
331 I'm not one. I think they study and analise the web in order to discover new ways of interaction. He is a digital antropologist.
332 /
333 Not one- they bring the strategy to life in the digital space- more like contact/connection planners.
334 not one. better eye on digital space
335 not one. they understand the digital space and how it weaves itself into people's lives and how we as an agency can leverage this.
336 I'm not a digital planner. But I dont believe their job must be very different from mine. They probably have a bigger knowledge and contact with subjects such as in-gaming advertising or social networks. But that's because they have to, in order to operate a job that's supposed to be specific. On the other hand, I've always believed that planning can't afford to be specific. We need to be general and at the same time swim into specific waters, like digital. So I believe they have a more present role and a bigger responsability of doing what we're all supposed to.
337 I work for Naked, so as a media agnostic, I also work in digital.
What is different about working strategically with digital is the migration towards product experience, product development and more overall business imperatives
338 I am not. My thought is they know the digital space inside and out. They also have a firm grasp on how and when people are interacting with digital.
339 I'm not a digital planner (wish I was though)-From what I've gathered from job listings, they're not planners with digital ideas, they're former developers with planning ideas.
340 I'm not a digital planner. In my understanding they are essentially internet usage strategists who ensure the web page best fits the targets needs.
341 i'm not. i think their greatest goal is to create relevant and compelling content though.
342 I am not a digital planner. I think view the social networks and the internet as the most important brand touchpoint for today's consumer.
343 I'm not a digital planner. I think they provide insights and strategies for client websites.
344 i am not. digital planner understand consumer, category and brand behaviour on line and plans strategies accordingly
345 I'm not one and I imagine they only plan for digital brands.
346 Digital planner - work closely with the director of interactive in developing social media strategies and program models. Also heavily involved in positioning exercises
347 I am not.
they should be experts on how to leverage internet platforms to get target and brand to interact.
348 I'm not one and I think they're planners with a myopic attitude towards media and how people use the medium versus how people live life
349 Not one...I would think they handle digital accounts and concentrate mainly on web accounts
350 df
351 Not.
352 Not a digital planner. They're experts of the digital world and decide how to best integrate the campaign online.
353 am not a dig planner
354 x
355 Not one - brand, target, digital strategy
356 Not a digital planner.
357 I'm not a digital planner, but have to wear that hat sometimes at my agency. I feel digital planners know how consumers and brands live cohesively on the web and create interactive communications so that one may know that the other exists.
358 Not a " digital" planner, and frankly I don't know why anyone should be making such a distinction.
359 I'm not a digital planners. But they are now more needed than ever, cause the " new-medias" are the one who came to stay.
360
361 Not one, but I think the difference is that they pay more attention (not sole attention, but more attention) to consumers' interactive behavior to make better connections with the consumers.
362 most traditional, some digital. identify the digital communications types (search, display, email, rich media, etc.) and the media outlets/sites that will beswt the best ways to communicate with the client's target audience
363 I'm not a diigital planner. However, I think they're tasked with thinking in a different dimension, and bringing to life the " second" life consumers live on line. They're also working with a moving target, in the sense that the digital space is changing on a daily basis, and on top of that, a lack of tools/tracking capacilities.
364 just like traditional planners...they work in the digital space developing strategy and insight
365 off planner, creative briefing, brand strategy, brand positioning, advertising strategy
366 Not one of them. But I think they do a more tactical job, more than strategic.
367 provide insights behind how certain individuals use websites, why they use them that way and how developers should develop web experiences as a result
368 I worked like a digital planner and now i'm just a planner. In digital area, we have to understand how the people get involved with the brand and how we can touch them with online advertising. For this, we have to understand what they do on the internet.
369 not one, understand what consumers need from the digital world
370 I am not a digital planner. I think they specialize in understanding consumer digital behavior and how to best communicate with consumers in digital media.
371 I'm not. I think digital planners help agencies specifically understand the digital space and building participation among online communities.
372 I'm not one. I couldn't tell you the difference. Personally, I think planners should be able to speak all languages, and conneting with people is not tied to a particular media.
373 they talk a lot
374 I'm not one. They work with all the digital plataforms where a kind of communication can be insert.
375 Not a digital planner
376 I work in a agency that create and plan based in entertainment and content. It means that the target has to participate somehow with the campain. It usually happens when the target is at home, and the most simple way to make it happens is using the internet. Digital planners in here are supposed to create a way that the target can participate on-line.
377 I'm not one. I think they transform ad planning into digital, meaning they got it almost ready.
378 I am not one - the same type of thing but more savvy in the digital world
379 n/a
380 I hate that the interactive strategists are bumping into me in meetings. They have very different backgrounds and skill sets but because of the word 'strategist' people confuse us - all real planners should understand interactive behavior and attitude
381
382 I think they plan out online strategy based on trends and consumer segment.
383 ability to link behavior to attitudes and insights
384 I think they're shooting themselves in the foot by being too specialized from the first moment.
385 I am not. I assume they specifically find insights into how people are influenced online, and how they influence eachother.
386 Not a digital planner. Advise on digital strategy
387 .
388 Not one.
Deep knowledge of digital tools and strategies allows them to bring ideas to life in this space or spark ideas from those tools/strategies.
389 im a traditional planner. digital planners are more focused with how consumers navigate, behave and think about online touchpoints.
390 Not one - Understand interaction with digital environments and how to improve brand experiences in said environment
391 -
392 Specialism
393 I'm not a digital planner and I don't really understand what's supposed to be different about digital planning.
394 *
395 Not one. Eventually planners should be able to deal with this b/c it's simply another channel. The rules aren't so different that we can't get it.
396 Knowledge of trends and the internet 2.0
397 - Digital social network creation, interaction and support.
- Digital content for social influence and entertainment (WOM recommendation, seeding, perception shift) - social fuel.
- Digital media planners are at the sharp end of Pay Per Click, Online Display Ad Media and email marketing.
398 Not one. They do the same thing for a particular medium.
399 I am not one. Our interactive planners develop a digital strategy that encompasses many new mediums - social networking, mobile, search, etc. They create a consistent way for brands to be represented in those spaces.
400 I'm not a digital planner. They search for trends and new tecnologies to improve the campains. They also manage the project and take care of the costumers view.
401 not one. seems odd to me as planning is not discipline specific. assume they plan for the digital world, social experience
402 not one -- take insight and translate into consumer behavior in the digital space
403 Research experience
404 I'm not. I don't think we need digital planners. Or any planners dedicated to a specific channel.
405 i am not one--develop 360 briefs that go across all touchpoints including media
406 I am not one, but I would imagine they apply the principles of account planning to guide the development of digital and interactive communications such as online viral campaigns, social media marketing, website development and basically monitor the effectiveness of online presence of their brands.
407 Understanding consumer behavior in digital space and developing strategies to achieve client objectives
408 i am not a digital planner and do not know how their job differs from a regular planner
409 not a digital planner; I assume we do many of the same things except that they have extensive knowledge in leveraging the brand in non-traditional environments to connect with consumers
410 -
411 Not specifically digital -- Digital Planners are develop strategies that only include digital consumer touchpoints. All Planners should be digital on some level.
412 Integrated communication through online tools, complementing the strategic shape of offline communication.
413 n/a
414 I think Digital Planning is strategically similar to planning in general...you have to have a good idea first and foremost and yes then you need to know the ends and outs of digital to get it executed well...but I think this gets overlooked when everyone gets so bent out of shape over things going digital
415 I did some heavy digital planning on Microsoft when I worked on that client. The more work I did, the more I realized the discipline doesn't inherently change. You ask the same questions and keep the customer at the center still-- you just think more about content and user flow in more concrete terms than we usually have the luxury to. All the digital planners I spoke with agreed that the fundamentals are essentially the same.
416 I am not one but am being asked to move in that direction. I have no idea how it's any different. Frankly, I feel like consumers are consumers regardless of where and how they are consuming media.
417 I'm not one, but I think they develop strategy.
418 I am not a digital planner. I'd imagine they work more specifically with the online consumer, social networking worlds, etc.
419 I am not a digital planner. But i think they are focused in online strategies. Where, why, how, when and WHO is on internet and what they do. Above all, how to connect to my target on line.
not sure entirely, at our shop, they lean more into execution (like social networking strategy, complete with executional approaches.) They are more like media planners, making plans, not messaging strategy.
421 They specipically work with digital media.
422 I'm not a digital planner. Digital planning it’s not any different from the brand planning that has been around for 40 years now. What’s still important is the consumer, the context and the brand opportunity, then taking it to where that brand idea can play in experiences. Stephen King’s fundamentals in planning do not change for digital. Today’s realities of brand building take on different forms of expression in digital, but the foundation of brand building has not.
423 I am an all around planner. If they need me to work on digital then we work on a digital strategy.
424 I am not. I think they are more in tune with how users navigate the online world and how they world intertwines with thier offline universe.
425 no, I'm not...
426 Digital planners derive insights from online behaviors and interpret them for web strategies
427 2.0
428 no
429 Planning communication in web based context, facilitating interaction with that target audience at lower cost.
430 not striclty a digital planner, sometimes do. Ability to read into traffic datas and to use them creatively (kind of research 2.0)
431 I'm not a digital planner. I think that a digital planner has to understand first of all how the digital world works and its proper targets...just plan :)
432 Planning is planning. It has to be stick to new diciplines. Digital planners are anyway more expert about socila media and relative applications/trends/technology
433 Not a digital planner - they should analyse alla the digital data available, people's behaviours, digital market datas....
434 I have no specific area of expertise.
What might be interesting for you though is the fact that i come from a digital agency and I've been hired to bring a more global / digital overview on global subjects
435 seed planning, unconventional plan: finding new insight, new ways, new languages, new touchpoint to communicate with the audience (i prefer say " audience" rather than target because markets are conversations :-)
436 there shouldn't be a real difference, should it ?
Same recipes, new media.
437 -
438 I'm not one. I think the basis of Digital Planning from a creative perspective is the same but they are probably more aware of the digital media opportunities that are available and probably better on the Digital Media Planning side.
439 Add Value not ads
440 I'm not. Thaye should know where's the people on the web and what are they talking about.
441 ...
442 I am not a digital planner. I think they help navigate among all of the different options in the digital space to find those that best reach the target with the right message in the right place.
443 Focus on consumers' use of digital format whether internet, signage, retail.
444 to me there's no digital planner... it's only about how to share your message in terms of media
445 No digital planner. What they do: Audience behaviour online, mapping out online campaign stories, delivering on online expertise in all relevant manners.
446 n/a
447 not one. I assume they focus only on digital media
448 Help string together all the right digital tools for the right online user/consumer. Bridge the gap between traditional planning and show how planning is important to the digital world. Digital world is not about tactics...and just how often does a planner really get to re-invent a brand from the ground up...may be twice a career. Those who say digital planners are just tactical execution drones...simply don't get it. Go back to your ethnographies.
449 Not a digital planner. I think they work with interactive.
450 Digital Planners are on Facebook all day.
451 All communication planning online.
452 I am not a digital planner. i think they focus on Social media strategies, experience optimization, analytics.
453 I'm a Communications Planner. Digital planners work related to digital areas (online vs. offline)
454 We don't separate digital from general planners. We are skilled in both areas
455 A sound understanding of the platform and determining the role digital play in the campaign
456 I am not a digital planner - but I think they do what traditional planners do - understand how to connect with consumers
457 Online planner should have knowledge of all existing and emerging digital channels and experience in the use of measurement and tracking tools within all digital channels, and incorporating results of these tools into Creative briefs and local cultural ‘roadmaps’.
458 They are responsible for initiatives that include electronic media/usage as main source of contact with the client. So, their job is to understand people as they are in the digital environment.
459 I am not; Engagement planning
460 I believe planning is a wiser job. All the planners should be digital, BTL, etc.
461 Not one; I think they concentrate on how consumers access and interact with technologies and determine at what moments they might be most receptive to our messages. Then it's a matter of figuring out how the client can translate to digital media (if at all)
462 not one. expertise in all aspects of technology and social/digital media and how people use/relate to or interact with all forms of digital media. then exactly the same as account planning. btw all planners should have this expertise.
463 Being a digital planner means you understand how to apply your strategic ideas to various media types. More importantly it's about knowing how to blend technology and creativity to deliver great campaigns.
464 na
465 I'm not one. They help make digital stuff. Deeper in the trenches than traditional brand thinking.
466 Not one--should be no difference other than media.
467 No.
468 I am a digital planner. We're different because we're connection planners, and the digital connection is where we live and breathe.
469 Not one. Understand and facilitate better than " generalists" the intersection point between strong brand messages/utility and cultural receptivity/interaction within the digital medium.
470 I'm not one. But it sounds like they map out the user experience? Something like information architects maybe.
471 I'm not. They plan how brands can connect to consumers or generate business by using digital tools.
472 They investigate online behavior and come up with solutions to create engagement in the online enviroment.
473 cultural
474 Aren't we all? We've all got to understand, be interested in how audiences interact. So architecture, UI, data are all important for us to get.
475 Sorta...I am a planner with digital and social expertise...i understand the channels and how to optimize ideas, how to coach brands to behave according to channel expectations, how to measure and assess the conversations, how to glean digital insights (data, behaviour, sentiment) that make our ideas better. Oh, and I still do focus groups and briefs for your billboard and TV, too. Ideally, I champion integration (but that is the biggest challenge (particularly with clients who have multiple agencies).
476 I'm not one. But I'm not so fond of the distinction. As planners, we are always observers/interpreters of human behavior seeking business-changing insights. A digital planner either limits his field of play (or preferably expands it!) to the cyber world.
477 I'm a hybrid.
478 I'm not.
I consider classic and digital planning the same aera. it's about the evolution of our job. You cannot ignore it.
479 NA
480 muitas vezes...
481 Digital planners are the future of planning. The rest of us need to cross that chasm in a hurry and with credibility if we hope to keep up.
482 Digital planner: we analyze behaviors and the competitive/comparative landscape to help brands speak to people on the internet.
483 digital planners - I do a bit of this - lots of scoping, interviewing stakeholders, understanding users, etc.
484 I'm not at digital planner.
485 I'm not one. They are more like channel planners, but need to have all the same skills as traditional planners but with a real interest and knowledge of the digital world.
486 No. I believe digital planners understand Internet users and tailor communication strategies on the net to reach them effectivly.
487 I'm not a digital planner.
Digital planners align the institutional concept of the brand shares with the digital concept(internet).
They search options, news and strategies to talk to the specific target.
They act in a more direct with the target (like promotional marketing).
They're linked to trends and new things on the advertising market
(and also outside the advertising market).
They work the same way that traditional planning, but in a virtual environment, Always aligned with that concept of the brand.
488 Digital planners understand how people are motivated and behave against very specific units/triggers/things that only exist in digital environment. And they know both new entrants and natives
489 aren't one: focus on the digital arena and everything related to it: internet advertising, social media (facebook, twitter, etc.), blogs, etc.
490 I'm new to the field (1st job and 1st year as a planner), so I don't really know...
491 Am not one. Not sure how a digital planner would differ from a " traditional" planner, except maybe be a little more versed in online research methodologies, etc.
492 Not one.
I think digital planners are responsible for the online communication. Finding ways to connect with the consumer.
493 I am not a digital planner. I don't want to guess what they do.
494 none
495 a
496 Presentation planner
497 Not one - work with understanding the digital marketplace, customer involvement online etc
498 i'm not a digital planner. i see them more as channel planners for the digital media.
499 -
500 I'm not a digital planner. Honestly, I think they do [or should do] exacly what we do, but work on a different plataform of execution. If digital world, the internet content, the 2.0 universe are made of people's ideas, why should it be different from the ordinary planning work? The difference from my point of view is: instead of thinking on tvc, print and radio spots, they think on interactive medias [considering its own dynamics]. By the other side, when you are a planner, shouldn't you consider the interactive medias as well as you consider all of other channels? I'm not sure if it's supposed to be different. I'd love to have a clarification.
501 Planning Brand
502 I am not a digital planner. The one in our team plans how to establish a conversation with the target customer.
503 no idea. tatical planning?
504 develop strategies just as traditional planners do - with consumer, competitive, cultural etc insights - but with an extra eye on the unique relationships people have with devices and the internet. (I am not a digital planner)
505 not digital
506 n/a
507 I'm not a " digital planner" , though I work a lot with digital. I think that if someone is only a " digital planner" , perhaps one is more of a " channel planner" . From my experience planners with titles like this tend to be less " strategic" -- which doesn't mean they are less useful.
508 The company I work for is small, so that we have to be envolved with all issues.
509 no comments
510 Consumer insight
Tech savviness
511 I'm not one but I would imagine that they bring insight around consumer behavior in the digital world.
512 Not a digital planner. I would assume they would do exactly the same as regular planners but focused on the digital world.
513 Digital Planners - I am not one, but I've done some digital planning - must know which target segmentys go online, when, why. They have to establish the Purchase Path online, see the main influencer points and figure out the plan to go..
514 no
515 I'm not a digital planner, but we have one in our Agency. I think a great digital planner is able to meld the general insight-creative development part of planning with the ability to translate that into usable parameters for a digital creative team, i.e. they have enough knowledge of how its produced to be able to prescribe the utility of digital executions
516 I could say I work as a digital planner, but in fact I don't think it should exclude the rest of the areas.
517 no
518 N/A
519 no
520 I´ not one of them, but I do media neutra strategies, so I am sometimes a digital planner. Same thinking, different tools, media and codes, but the strategy path is the same I reckon
521
I think search trends in the network, create ways to communicate in social networks, investigation around on consumer favorite driver over the network
522 I do not think we have to separate between digital or analog, above or below the line, on or off. Think integrated
523 all the strategic planers, from digital or whatever, have the same objective: align and integrate all the brand's activations with the strategic plan.
524 I'm not.
Uncertain about what they do...
525 less creative brief, more communications planning
526 No I´m not. Overall they structured contents.
527 ...
528 I'm not a digital planner. Digital planners are similar to connection planners but with a deep and wide knowladge of digital activities, very focused on activation and implementation of digital touch points. Usually they havea more concrete point of view than an antropological or socio cultural one (brand analysis, consumers understanting, consumers insights definition, ethnografic researches...)
529 Same thing but on a different media. At the end the most important thing is the same for both: to have a BIG/GREAT IDEA
530 no
531 lplö
532 I'm not a digital planner
533 I have to stay in touch with trends and new campaigns using ditigal channels. I'm part of social medias.
534 I am not a DP. I think they do the same work other planners do (we use our head, basically) but focused on digital media.
535 I'm not Digital planner. For me, they have to think about innovative strategies to catch the attentions and work with traditional planners to make relevance.
536 I'm a Digital PLanner, my job is to gather all that's fresh and use it in a way that doesn't change it's essence
537 I am not.
I think they elaborate the premises and gols in which the digital effort should aim and achieve. Also they participate in the mechanics of the activity.
538 I'm not a digital planner. The ones that I know are currently working at digital agencies which are expanding their borders into branded content activities. And this is very smart from their sides. Clients like it and, for example, Unilever is already stipulating which partner will deliever which part of the Integrated Plan. And the digital agencies are gaining ground upon the advertising agency (that got stuck at boring media plans).
539 not me
540 n/a
541 analitics and managing
542 I´m not a digital planner. And I belive that digital planners are involved with all the strategy (from concept till dissemination) that online request.
543 I'm not. I think they must plan with offline so that the planning for that mark can be full, complete.
544 I'm not one. They are micro-planners. They tend to over-focus and loose sight of the bigger picture. They rely too much on numbers.
545 Planning according the digital social networks behavior.
546 I´m not.
They use technology and hype tools instead of the conservative ones to reach audience, target and goals.
547 I have some digital responsibility. Digital planners are like regular planners in that they investigate the audience with whom you're trying to communicate and understand what messages and channels (though in this case, what form of technology/website design etc) is most likely to emotionally connect and resonate with them.
548 I'm not a digital planner. I think that they plan digital campaigns
549 I'm not a digital planner. I understand it to be someone with an expertize in everything digital... internet, mobile, new technologies, and how people are using them to plan the best way to take part in it.
550 for me these digital guys has more technical issues to deal with. they have to know a lot about media, new technologies and have to know a lot of programing language
551 The plan focused on digital media and others related to, such as sites, blogs; they are more specific.
552 i'm not. no opinion
553 When you plan something, wherever media it is will running, thinking about which relevant it it for the people? I think it is de big challenge.And the media are nothing without a big idea.
To use his/her understanding of an audiences online/digital behavior (what people do online) to help creatives create cool apps, ads and online experiences.
555 I´m not one.
556 they have a outstanding skills about what is necessary to build brands in unconventional ways, i mean, social medias or other digital ways.
557 i'm not a digital planner.
559 I am not a digital planner and I'm not sure what they do.
560 Different from " regular" planners: stuff related to metrics such as BI (business intelligence, analytics etc.) , ROI etc.
561 I'm not one of them. I believe their job is based on understanding the potential of internet and internet based devices to interact with people building brand value and relevance through these tools.
562 The bulk of what I do comes to life in the digital space. The main thing is that we focus on changing behavior not just attitudes.
563 next
564 I`m not.
I`m reading Click, so I`m changing my idea of the digital planners.
I think the main difference of them, is that they have the real numbers in their hands. So they have real inputs about their target. Good planners nowadays can not just ingnore the digital surveys.
565 No, I think that they think in strategies to digital medias.
566 I think they have to understand internet to develop strategies. They dont work with brand building
567 not a digital planner, guess they see internet with other eyes
568 I'm not a digital planner, but I do believe they are not only tactical planners (as the market view them), due the crescent digital importance. the future is digital.
569 I'm a digital planner. Internet is like a parallel world. And has to be thought as it. There's a preety wide range of options and ways to go, like offline. But, despiste that, we need to seek more common points with offline planning, and even integrate offline and online, everytime we could.
570 I am one.
I do information architecture and wireframing for websites, tag them (with google analytics or other tools) and do the business intelligence analysis later.
I also prepare many presentations for the agency (to the planning department, account managers and even to the creative directors) (no powerpoint bullets please! something along the lines of what Duarte - http://www.duarte.com/ - did for Al Gore's An Inconvenient Truth presentation ).
571 .
572 Im not a digital planner. But i think someday i'll be.
573 Not one. Believe they develop strategies for brand ideas that will come to life in digital media - internet, social media, mobile apps, etc.
574 I'm not a digital planner. The image i have about their job is that they use planning for the digital media, working with 2.0 as the center od their job.
575 I´m not.
They plan with a web mindset.
576 I´m not one. But I think digital planners works on strategies for digital brands, or normal brands who wants to have a digital presence.
577 I´m not. Digital planners have truthful empirical data to work with. Their make people spend more time online at whatever they have created.
578 I think this next trend.
579 I'm aren't, but i think that's a vary important area in advertising today
580 I don´t
581 I'm not a digital planner. I believe that develop strategies and studies related to the market and target related to digital devices.
582 I am not a digital planner, but I guess they research, think and plan for On line advertising campaigns and for any other new kind of digital and innovative media related to cutting-edge technology.
583 -
584 I am not a digital one
585 Not one of them. Specialise in the digital consumer (assuming there is such a thing) and their distinctive drives and insights. If they work in a media agency, have superior knowledge of digital media consumption patterns and how creativity might adapt to that.
586 I am a planner that can do digital. The main difference is to be able to understand digital from the inside out not just the coms.
587 I´m not one. They are aware of every new e-gadget e know the best ways to use it.
588 I'm not. I guess they plan about trends in digital medias.
589 no. important because focus on different midia platforms
590 I don't see any difference. Consumers are consumers.
591 I am and am not one, but ‘to use the latent energy and power of the web to both 'garner insight and fuel break-through creativity’
592 I don't think there is such a thing as a digital planner. you can have expertise in the digital space, but all planners need to derive insights that transcend media channels--use the right tools to engage at the right time
593 I am not a digital planner, but i think they must be specialists on interactive tools and solutions (including a great sense of what kind of things can be technologically done) to plan coerehent and practicable strategies
594 I'm not one; I always want one on my team. I always adept thinkers when it come to developing and providing solutions.
595 I´m not.
596 Digital shouldn't be a specialty, but rather one of many channels planners must understand (direct, lifestyle, events, etc.)
597 I`m not.
598 I´m not a digital planner. I think they do the same as " traditional planners" , but considering consumer behavior mainly online, that are very different from real life behavior.
599 -
600 I´m not a digital planner. But i think it´s very important plan at the digital media today.
601 I make groups to discuss the project, envolving collegues that aren't part of the project or don't have any connection to creation team, like someone from human resources.
602 Think in convergence and breath digital.
603 I am not. Focus in digital environment (web and digtal tools). The specificity of the job lies in a deeper knowledge and understanding of the tech side (tools + apps)
604 no answer
605 NONONO
606 I think about digital planning, i think it is the future. New ways to use to comunicate.
607 I am not one.
think what they do is to understand digital behavior and plan strategies same as I
608 I´m not one. I think they
- search to deeply understand the way people use the web and what they expect about the interactive world.
- develop a unique vision of the future and the ways people can and will apply and interact with technology
- Make sure that technology works for the people and not for itself
609 I'm not a digital Planner. In my opinion digital planners works closer to the account management and media planning, as a support for those areas with more technical knowledge.
610 Not a digital planner. Their planning strategies mainly involve how to reach the target market through digital technology (i.e, online, mobie, etc)
611 I'm not one. The planning basics are the same but they just have a better and more detailed appreciation of what is possible digitally and what works better in certain contexts.
612 I describe myself as an integrated planner - which means that I work across comms channels and the answer is not always digital. Digital planners assume that it is (they are paid to!) and thus focus on digital interaction - at worst, in isolation from the bigger picture.
613 i'm just a planner
614 Creating computer facsimiles or images of materials in historical collections,Organizing materials and providing finding aids,Designing a presentation and Delivering a product
615 Digital planners are kind of 'engineers'. They have to know all process, new technologies, metrics, project management and some specific knowledges about digital universe/content. Sometimes I think they are more technical strategic people than creative and business strategic people. They get the strategic plan in the middle of job and don´t participate since start. I think they are creative too, but have more limits to show a main concept, a main insight to other media.
616 I cross over both traditional and digital - the differnce to me is in knowing many current digital examples and having a POV on digital, what it can do for a brand and how to make it happen
617 First of all, I think it shouldn't make a difference whether you are a digital planner or no digital planner. I think that our job is to connect brands with the hearts of the target group. They have to become one. The target group has to become ambassadors. The channels depend on where we can find and create our ambassadors
618 Knowledgments about programming, business process and IT
620 I´m not a digital planner and i think that their job is to make the current brand positioning get live on digital world
621 they plan projects that have digital as the main tool to impact the target. It doesn´t mean that they just use digital tools to develop a plan.
622 Not one - They help craft the online customer experience from start to finish
Strategies about internet and cellphone campaings...
624 I think there are no significant differences. A planner is someone that can find good opportunities to make/keep a brand strong and relevant, and it does not depends on the media or technical issues.
625 n/a
626 1
627 i´m not a digital planner. i think they're specialist in digital interaction.
628 They plans the strategy of digital actions, the main idea, the concept.
629 I am not a digital planner but from my lessons I m working with an e-commerce platform and it is easy to understand what is required as a digital planner. To understand how works the network and how to spread ideas.
630 I am responsable for the both: digital e tradicional plannings
631 All you must think when planning a campaign, i.e., is that you must build a strategic way to your target go to your website or how this action would make this user go to the internet, and then here it includes social medias or mobile.
632 Understand the new relationship between people. Matrices. New plataform.
633 - planning about digital media.
634 I'm not a digital planner. I think they shouldn't be called " digital planners" . We planners can be planners in any discipline. It's like creatives, they can come up with an idea in any kind of media. There are producers of the idea (digital, print, etc), but the idea comes from the same creative. I think the same about planners. Planning discipline can be applied to any kind of media.
635 i'm not. I think they think everything is necessaraly digital and that's not true.
636 I'm not one. Digital planners know everything there is to know about where consumers live in the digital world, their usage and behaviors as well as the metrics that that measure success for digital campaigns.
637 I'm not a digital planner - think this is a regular planner who is especially well versed in digital media channels & analytics. The bullshit version is someone who's an analytics wonk without the customer insight background.
638 Not one, think they try to find best way to connect with consumers through digital media.
639 ....
640 I'm not a digital planner, but I think that the work is quite simmilar cause in the end we all need to find good ideas and develop them until we reach a good concept. I think the only difference is that they have to think a little bit more about how tecnicaly do you spead this idea.
641 I'm half digital planner. The half in me that is knows what's going on in our digital paradise and tries to master new online stuff all the time. By doing that I think far beyond 30s. commercials. The other half is not very technical and sometimes gets tired of the continuous change...
642 I think that they needo to know a lot about the online behaviour and work hard to use the online strategies in the same way that they use the traditional media
643 I am senior planner in a direct marketing agency (part of an full service agency). Digital planning is included. Becomes more and more important. For large, purely digital projects we co-operate with our digital and/or crm-agency.
Digital planners tend to plan more from functional insights than consumer insights
645 Well, in my department we're planners for every single discipline, be it digital (though we don't get too involved), activations, btl or atl. So in digital planning we're involved in the traditional insight search, site architecture & channel planning.
646 I'm not a digital planner. I imagine they do a lot of work around digital trends, but also analyzing how people actually interact with digital.
647 I'm not. I think they just do project management, and results measurements...
648 I'm not a digital planner. I think all planners should have the knowledge and some expertise of digital planning. It's absolutely necessary these days.
649 i am not
650 im not
651 I´m multirole planner ! They usually do Digital strategies
To me, the most different part of being in the digital world, is that your consumer is ONE person. Digital planners know every little thought in their consumers' minds.
653 I am not specifically a " digital planner" , but I have worked as a planner at a digital agency, and I currently work with creatives on assignments that incorporate digital components. I completely disagree with any notion that digital planning is a unique area. As with any sort of strategic planning, understanding the intersection of human behavior and brand behavior is the crux of your job-it doesn't matter what the media channel is.
654 The same things as any planner
655 I´m not Digital Planner. I guess, they work in new ideas and analysis of consumer habits based on the web and other electronic or digital devices such as mobiles, PDA, etc
656 they have the knowledge of digital movements and behavior
657 Not applicable to me.
Most digital planning is still nascent stage. But they indeed are fast developing. Most often than not, they are into engagement planning rather than proactive strategic planning
658 I work as planner for all the agency diagital department, BTL and Above. There'nt many diferences, only in the way to applicate a concept.
659 I'm not a digital planner - but they do the same thing as us - except they are then managing creative development in specifically digital spaces
660 I don´t think the work to be very different, they need to think about concepts.
661 I am not a digital planner. From my experience digital planners do exactly the same thing as planners only that it is applied to digital environment. In Venezuela it stills as a very poor area
662 digital and interactive strategy campaigns
663 I have extensive digital planning experience. A major difference is long-term engagement with a single format and/or execution. While there is long-term play in traditional media, as work as flighted or balanced format to format. In the digital sphere, you have to strategically acknowledge all the steps an individual will take within the world you create.
664 I am not. Thing how the content of the brand can be best distributed in the digital.
665 I am something in between. I think a digital planner has the technical knowledge to be able to plan a digital or integrated strategy as well as the most common marketing skills; this way he or she can probably think further ahead than another planner without that interactive background.
666 DONT KNOW
667 digital planner: audience insight (specifically around digital behaviour), persona development, understand tech (CMS / SEO / tracking etc), search, affiliate, email CRM programmes, doing lots more joined up social media (this involves people planning
668 worldwide thinking
updated in trends
knowledge of worldwide consumers
669 I am not, but I think they are the same than me, but narrowed to the digital world
670 I'm not digital planner. I think they are a little bit more specific focused on people/internet relationship than the rest.
671 I’m don’t consider myself a " digital planning" but most of ours campaigns where digital. You interact with an other way of communication, much more direct with your customer, but you still have to study your target, understand them, live with them. With the Internet everything it’s much easer.
672 we all can be digital planners...its is just another touchpoint
673 I'm not one, but believe they're pretty entrenched in social media and online reputation monitoring.
674 i am not one - i think digital planners are all about tactical plan for a communication platform that has already been determined by the add agency
675 digital planners i think they do the same
676 I wouldn't say I'm a digital planner, but I do think I know more about the digital space than most planners. I think they have an equally strategic eye towards online behaviors and contribute to creative and strategic conversations accordingly based on observed best practices.
677 Knowledge of digital market, advanced knowledge and skills in computers.
678 :)
679 I'm not. I think they would include more digital media knowledge. The message is as important as media.
680 Not one.
Think they are responsible for being on digital trends and finding the one that actually fits... and for user experience. Nothing a traditional planner couldn't do, but would hope they'd have it all at their fingertips.
681 3D planning that forces together message delivery through format and experience relevant to audience.
682 Not One. I think they need to have a profound,rapid and daily evolving comprehension of the media and the " second personna" that people become when digitally living.
683 i am not one of them. and i think they are the same, but with tools for digital.
684 Not one, they are a mix of a typical agency planner and a media planner, their job is to understand digital consumer behavior and find opportunities to build brands in that space
685 Digital or Traditional, its how good your understanding of the consumer pulse and how you can translate that into killer strat. Tools maybe different. The process remains same. Think orelse ...
686 I'm not one. What I think they do is to manage, plan and monitor online campaings, promotions, and social media
687 Miami Ads School
688 Not a digital planner. They need to know come up with good digital strategies, i.e. not suggest Twitter as the solution to every problem.
689 Not one. Probably help with rich media stuff, adding planning expertise to video vignettes, purchase path analysis on the web, etc.
690 I’m not a digital planner.
I think they are more like “projects planners”, working with online, for sure. I don’t believe much in this kind division. I think one of the most important jobs of the planner is to think integrated.
691 Not one -- think they specialize in digital media applications. I think they do the same thing as traditional planners, but have a better understanding of how that applies across touchpoints -- how people interact with digital media and therefore how the message works or where a messaging opportunity lies.
I believe one of the most important things is to be absolutely updated on everyting: trends regarding brands, consumer behavior (especially online behavior) and new possibilibies and partnerships, so that it's possible to set better strategies.
not sure what they do.
694 ?
695 no one
696 Digital Planners think for a format that changes every second, uses every kind of media and is in permanent interaction with consumers. They should be planners, and act like one trying to create the best possible relationship between brand and consumer, but they need a very high tech knowledge level
697 i am not a digital planner. think that digital planners come up with ideas how to connect with consumers online, helping in developing great content
698 I'm a direct planner. So I do digital - its 50% of my day job. I don't think there is that much difference between digital and 'pure' Planning. It's about planning creating and connecting up relevant experiences and journeys for a consumer type/segment. Basically story telling across different channels over time.
699 Online presence planning
700 Yes I am. User Experience Design, Usability, Metrics.
701 help outline a strategy for digital deployment of the overall strategy, but mostly make charts
702
703 The same as regular planners
704 know the channels inside out - how they work and what works within them
705 Interaction Design
706 not one - but always look to them for insights on how our target interacts in the digital world
707 I'm not one. I dont think their work is that different from the regular planners.
708 I'm not. I think they do lots of customer journey stuff. And some briefless stuff - i.e. do something wacky for no reason.
709 I'm not a digital planner; digital planners are planner specialized in interactive media - internet, mobile communication etc.
710 I'm a digtial planner which means I have to be T-shaped. I know brand planning really well but I also have to be a media/ PR/ DM/ planner across digital channels. I also have to be much more entrepreneurial than a regular planner.
711 Not one. Not sure what they do.
712 Apply classical Planning skills to the digital medium, including how to use that medium, the roles for it and how people consume it.
713 My own experience with digital planning so far has mainly meant usability studies, which i love. Understanding the flow and intuitiveness of site functionality and especially how it impacts brand communication. But, digital planning means much more, including understanding social media marketing and every corner of internet advertising.
714 n/a
715 I think is important to put all the new medias in the the most part of comunication, so it's very important to agency, have a digital planner.
716 All planners have to have digital planning skills. A traditional planner unearths general brand and consumer insights and provides an overall communication strategy. A digital planner will use those insights and strategy and make it work in the digital space.
717 ethnography enhances digital understanding
718 Not a digital planner...interpret the consumer attitude when they are online...unless they are the lead agency, in which case they do what we all do.
719 I think digital planners are focused and have an especial kill to understand what kind of digital channels they can activate an idea. Digital planners understand why some ideas should be in social media, sponsored links, portals, etc.
720 I'm not.
I think they are suppose to be a bridge between people who get digital and the the traditional agency types. I think they tend to keep things in silos because they reinforce that digital is somehow outside the norm.
They deliver insights about online behavior and find ways to integrate brands into that behavior.
722 insights in the digital experience and mindset
723 i am not a digital planner. i think they should analyse people's behavior online pretty much the same way we analyse people's behavior offline. for me, digital is simply a particular anthropological environment.
724 I am not one, but I work closely with one. His role is to keep our brands on top of digital, so we're leading, not following. He is instrumental in working with teams that are more comfortable in television, but just need to be inspired to take their ideas to digital platforms (rather than briefing " digital" teams).
725 I'm not a digital planner but, from what I understand of their job, they do what I do, just in the digital space.
726 Not a digital planner ... think they focus on online techniques?? or work for a digital advertising agency?
727 I'm not one. I believe they are supposed to inspire creatives to think of ideas outside of traditional media like TV and print. I think every planner should be able to do this.
728 I started as an Interactive Planner back in '99 and was exclusively through 2003. Wherever I've gone afterwards, I've been the default Interactive expert, though I'm well-versed across all disciplines (traditional, direct, Interactive, merchandising/POP, etc.)
729 I'm not one. I'm pretty unfamiliar with the differences---but I assume that are many similarities (e.g., focus on whether a concept/tactic is on/off strategy, etc.)
730 I am not a digital planner but I believe that a digital planner's goal is to maintain brand consistency throughout the digital role.
731 I am not one. Planning work for digital media.
I think they develop strategies for on-line campaigns.
733 tech
734 No
735 not a digital planner. i think they keep the agency honest about the evolving rules of digital, and how those rules differ from the rules most people are used to. lots of user experience, lots of metrics and analysis, and lots of creative prodding to make the digital ideas better and more current.
736 Digital, yes. I consider myself to be a hybrid crossing the gap between planning and creative, with a focus on the consumer experience in the ever expanding interactive space (online, mobile, installations, pos, etc). The difference to me in digital is that it is far more about how do people want to engage rather than how do you change their minds.
737 I'm not one. I think they focus primarily on digital strategy and communications.
738 Do not specify between digital or " regular" . It's all the same.
739 Not a digital planner....think they have more expertise on different ways to integrate message with the medium (digital) and to track the effectiveness of that effort
740 Have a strong technical and behavioral understanding of the web
741 I am not one, but I think they deal w/ all the online & new media like social networking, etc.
742 I'm not one.
Deep understanding of digital-specific stuff: creative things we can do, evolving technology, user experience research & design, information architecture, metrics, database analytics, etc.
743 I have never met a digital planner. I know they exist, though...;o) I think a digital planner works for a digital agency. It´s the same thing I do, but for digital communications.
744 I do planning for all media. Digital requires a greater opportunity to engage but also provides a rich foundation for story telling.
745 i'm not one. planning is planning despite the medium. it's all about figure out how to connect with people. that fundamental skill doesn't change.
746 Not a digital planner - I have the impression they are more technical?
748 not one. get the sense they are more like engagement strategists than brand planners.
749 Not one, but I think they apply traditional consumer insights to the non-traditional interactive space.
750 I am not a Digital Planner. Digital Planners provide a robust understanding of online users and inform the creative development process of all online communication components.
751 not one
have experienced a few terrible ones - they made up a lot of stuff (whole lives, in fact - jobs, families, where they hang out, etc) like personas from brainstorming in a conference room with post it notes rather than observing & talking to real people
752 Digital planners (I am not one) work probably within the web and social media specifically. They are probably the authoritative voice for what's happening that's interesting online.
753 Not a digital planner. They help understand and navigate the digital space better, throwing in a qualitative understanding of how people behave in the space
754 No - they understand how consumers behave in the digital space - with more oomph than the rest of us.
755 Am one. Understanding and appreciation of new, emerging media. Focus on the entire customer relationship lifecycle. Strong mix of scientific as well as creative skills.
756 plan digital media?
757 I'm not a digital planner, but I think that they focus on the online consumer.
758 I don't know what they are, but my guess is they work with the digital mediums of advertising, such as internet, etc.
759 no
760 i'm not a digital planner, but i imagine they focus on how consumers use the internet and digital devices, and how this activity impacts their behaviors and attitudes.
761 I'm not a digital planner. I believe what they do is analyze the consumer using digital tools, social media etc. as well as build strategies to reach consumers in the digital world
762 I'm not a digital planner by title but all planners should know their digital shit.
763 Don't work in digital planning. Assume they fully understand how consumers use social networks, digital in-store POP, mobile communication etc and how their clients/brands can engage consumers in those environments.
764 Not a digital planner. Would assume they are dedicated to understanding the trends and future of the online space and its implications for communications strategy.
765 Not a digital planner, but I imagine their expertise is aligned with how consumers and brands operate in the digital space
766 n/a
767 am not one.... not sure what they do.
768 i think digital planners do planning but only focus on online media tactics/behaviors.
769 its just planning - but the outputs are more concerned w/ IA, usability, on-line media, etc
770 na
771 Not a digital planner. Here they are mainly activation agents who think of ways to extend strategies into the digital realm
772 i'm not a digital planner. but i think he receives a document like a strategic planning from comunication agencies and help creating jobs in digital world.
773 planners should be able to do digital and traditional!
774 NO
775 I am not a digital planner. I believe they help shape what is appropriate to communicate given different digital platforms in addition to having the expertise on the digital platforms available to use.
776 a
777 I'm not one, but I'd assume that it's a blend between understanding insights about the digital environment (how it could and should work, how people interact with it, etc) and insights about customers to create truly innovative and authentic online experiences.
778 I'm not a digital planner. Digital planners are planners with a little bit of extra know how. They know what every click means, and they connect the dots between brand work and consumer engagement.
779 I am not a digital planner. I assume they apply planning skills (consumer understanding, insight, strategy development) to the development of digital plans and ideas, possibly digital creative/content.
780 I am not one. Digital planners are experientially-focused. They both understand consumer motivations and how an audience is engaged experientially.
781 Not one
782 Not a digi planner
They help monitor and facilitate conversations about brands
783 I am not. I think they focus on interactive planning specifically, how people use online social media and other digital tools etc.
784 Not digital. Digital planners don't do anything different. Maybe they measure more click through rates.
785 Not a digital planner. Same as me only focused on digital and search.
786 Yes. I'm a digital planner working with systems, interactions amongst them and big ideals. Different from trad planning, adding technology and how it affects us all and looking at those who have grown up knowing nothing but a connected world.
787 same as a 'normal
planner but with exclusive digital expertise
788 Not one
789 Digital planning initially was about an understanding of the technology - now it's about more traditional skills like evaluation and effectiveness
790 am not a digital planner and think they have to measure how many people can be reach in the best way through using different channels and messages.
791 I thing they have one especificly job to be planner for internet media.
792 I´m off.
793 not a digital planner:
overview the unoverviewable www
794 I'm not but think they are more into connection planning than creative planning
795 I am not
796 i consider myself as a decathlete. i am digital planner as well im a classic account planner. so i can talk, think, write, find ideas for every discipline.
797 xx
798 spend a lot of time on social media, be geeks
799 Yes I am Digital Planner - * Overall brand planning and communication strategy on the digital domain
* Designing individual campaign strategies which in turn help the brands health as a whole.
* Conducting FGD’s and research studies to better understand the target group and come up with insights that help the brand grow amongst the target group.
* Exploring the fast changing digital space and look at new opportunities for the respective clients.
* Actively participating in the creative development process to give planning inputs to the creative team.
* Developing engagement models which would help increase stickiness on the respective brand websites.
800 -
801 I am not a Digital planner, otherwise I would be an expert in online/internet communication but would probably also know about classic account planning.
802 I plan digital campaigns, though I'm not employed as a 'digital' planner. We're now expected to be able to plan accross digital as well as we would any other campaign. Digital planners don't do anything differently, they just have to understand how the audience uses the media and what the media can do, same as any other.
803 I'm not. Increasingly as digital becomes part of all planner's repertoire, they are becoming like digital media guys - there to provide the field specific info we can't do ourselves - reach, measurement etc.
804 plan for digital executions. know the digital habits of consumers. increasingly try to integrate with all media (because it's all social), but not really succeeding yet.
805 Digital strategy
I guess what they do is the same we do, it's just that they know more about what people do online and so they can integrate that knowledge to get in touch with the target grouo more easily.
807 No clue what they do
808 -
809 I'm not a digital planner. And I think, in this field the adaptation of overall strategies for the online channels is relevant
810 Not
811 I'm not a digital planner. I believe they search for new interactive internet strategies based on consumers needs and design trends.
812 I'm no digital planner. they do channel planning for digital media
813 I am not. They create a conversation with consumers online.
814 i am busy, i dont have any time left to spend on this survey. sorry
815 I'm not a digital planner but we work totally integrated and interdisciplinary. So I think a deep understanding for the digital realities makes the big differences.
816 Research, survey data and definition of new media for a market that is constantly evolving
817 Not me.
Something about banner ads??
write digital strategy - its place in the comms strategy.
Have good understanding of technical stuff and how it can be used to reach right audiences/explode ideas
Digital planning seems to draw on a large knowledge bank of technological possibilities and combines this with knowledge of how consumers use digital media to create effective comms. The key skill classic planning seems to lack is the knowledge of emerging tech.
820 Same as account but with high knowledge of digital space
821 yes
822 Im not a digital planner and I think that this prodessional hav a specific knowledge about how the people move yourself in the web... Whos is that people, what they do, what is your preferences, how is your kind of comunication in the web...
823 I am a digital planner.
In fact, I work as planner and concepter. I chose so, to learn how concepters/IAs are using planning deliverables in their work. I would say, as digital planner, I am very specific on the " user" and try to build a good understanding of not only the target group but their experiences during e.g. a service process.
824 it is too long!
825 I have a different role here at JWT Brazil. In one hand, I'm responsible for creating the traditional communication strategies for Nokia brand. In the other hand, I'm also responsible for strategically integrate all other agencies that work with Nokia (from PR to POS and Digital). My role into that is brief them, analyze their work and incorporate all their plans into one big strategy.
826 I'm not one of them, but I work in this matter. I believe digital planners are specialists about engaging and interacting in the digital environment, specially using social media.
827 I'm not a Digital Planner. My assumption of they job, in rough lines: - capture the trends of behaviour, demands and technical possibilities in the web, and sew all that to the acount's goals.
828 I'm not a digital planner. I think they plan stuff over internet and other digital midias or even digital tools, like bluetooth-based actions for example.
829 I'm not a digital planner, but i think that digital planners has a routine similar as a traditional planner, but with focus in the world wide web.
830 I dont believe in this differentiation. Planers must understand about consumer, brand, market, consumer insight and creative insight.
831 Digital planners do about the same as the rest of us just with better and more informed knowledge of a fast evolving media space.
832 I'm not a digital planner, but I'm responsible for a significant amount of digital as part of my job, probably more digital than most digital-only planners cover. I think there is really no such thing as a digital planner. We all need to understand how to digital. Nobody would say " I'm an out of home planner" .
833 they work more scpecifically with the web channel
834 Not one.
Digital planners plan the technology-driven aspects of a communication plan, including content, media and information architecture.
835 n/a
836 I think digital planners are those people who have convinced their employers that they 'get' online work. I assume that most of them don't have tons of experience in the area!
837 not one. they do weird charts to make it look like they have a different contribution, but they don't.
838 No.
839 I'm not one, but I feel their job is to uncover insights about what people do with digial media and turn it into a hook that drives action.
840 Not a digital, but would say they specialize in digital touchpoints and online behavior
841 Account Planning, Estrategic Think, Creative Brief, Positioning, Branding e Presentations.
842 I'm not.
843 a good planner must be good in all areas
844 A strong understanding of the characteristics of online brands
845 I used to work at Digitas yet I don't consider myself a digital planner. Our planning group was still grounded in the human experience, not channel specific. I suppose the main difference I'd expect from a true digital planner would be in the research they do, specifically usability research and understand interface design.
846 seek ideas about the way online, or adapt strategies for the online environment
847 I´m nor.
848 I am not one. Specialize in the digital landscape, understand behavior and attitudes of consumers who use this landscape and drive strategy for campaigns/companies in this landscape.
849 not one - combine traditional brand strategy planning with the media opportunity provided by digital. and also educate the rest of us with what's possible
850 -NA-
Part consumerist, part user experience designers
851 No.
• A digital ‘native’ with knowledge of all existing and emerging digital channels.
• Comprehensive understanding of online strategy, marketing, media concepts and branding.
• Demonstrated experience in the use of measurement and tracking tools within all digital channels, and incorporating results of these tools into briefs and behavioral ‘roadmaps’.
852 I'm not one, although I am often asked to strategically think about how a big idea translates into the digital realm and determine what makes the most sense for a given target.
853 NA
854 not a digital planner - not much experience with them either. they seem to help out with insight gathering online
855 -
856 not a digital planner... they do the same thing as regular planners. the split is nonsense
857 Not one -didn't realize that planners were broken out by medium. Guess they do what traditional planner does, but it's for digital projects and potentially more tactical.
858 Not one. They figure out the right touchpoints to deliver custom messaging/content to specific people, and ensure that a 2-way conversation can perpetuate.
859 Not one. Digital Planners understands how the consumer behaves with digital media and integration into their lives. I see this title too micro - sounds like a media planner specialized in digital.
860 not a digital planner -- think they handle lots of numbers about how people use new media
861 i am not one. i think that they are a combination of consumer insights w/digital proficiency. they educate and inspire the creative process with examples of what could be done in the digital space
862 strategies to engage people in the digital space
863 I am not. I undestand that they focus their attention less on overall consumer insight and more precisely how consumers interract ANC consume brands online.
864 bore
865 lots and lots of video work, ad words parsing, twitter guru (searching, combing for search terms), job is more 'show runner' than planning sometimes (see tim brunell's article on Talent Zoo).
866 Strategically lead digital decisions.
867 .
868 Not a digital planner: I think they provide insights into the world of digital as a critical touchpoint with consumers: how and why people interact with digital technology, the role that it plays in daily life, new developments and directions and spotting the killer opportunities for brands to take advantage of in the digital space.
869 Not a digital planner. Analyze traffic and figure out where people are clicking from in order to optimize programs accordingly.
870 They do the same thing the rest of us do but call it digital... it's really all the same. I do it all. A planner is a planner!
871 I'm not a digital planner. I think digital planners are in an interesting area that is part connections (media) and part research and planning to get to specific insights about digital use and behavior. This planning tends to lead towards digital creative vs. all creative/traditional creative.
872 ??
873 I am not one.
I'm not really sure - I think they help bring the brand experience alive digitally and/or figure out testing/metrics.
874 I am NOT one.
I would guess they are concerned with how brands engage with people through digital content and rich media platforms.
875 I'm a brand planner - I work on digitally heavy stuff, but to call oneself a digital planner is probably someone that is a hack that couldn't cut it as a BP...we write UX briefs, go through the 4 D's process, etc, etc as well as plan engagement (connection) strategies
876 Nearly the same, only some specific aspects are different: for example there is no single brand message in digital planning; more community and face to face thinking
877 Not a digital planner. It's probably similar to connections planning but on the web.
878 No
879 Digital planners create strategies for brand behavior using digital means.
880 don't know
881 I'm not one. But I would guess that they have an intense understanding of the digital medium. They know how people want to navigate, interact and engage with digital content, as well as the role digital plays in the purchase process.
882 I'm not a digital planner. In our company the digital planner activates the brand in Internet. He follows our branding directions, but he's an expert in digital strategy, social medias, etc.
883 I'm not one, but I work with one. He consults with our agency's client on their brands' digital strategies. The client hires an outside agency to actually do digital work. He doesn't do any sort of inspiration work.
884 n/a
885 Not officially one.
886 I am not. And I don't believe in this. Ther eis one brand and one consumers. Planners simply have to learn about new media as anyone else. The focus is more about the online experience. Itis differently to offline - simply put.
887 not one, Focus on online planning
888 not yet a digital planner. digital planners - communication planners with a deep expertise in social media, their rules, measurement, users phychology etc. They plan not just a message - but also tools which should give this message to people
889 I am a media netural planner, but have been a digital planner in the past. In that role, I did a lot of consumer digital behavorial insight work, worked on creative ideation using IWOM, as well as work on context planning and campaign planning
890 I'm not a digital planner. But they currently think about how brands behave in the digital space - and are expert in the tech space about what is current and what will be possible soon.
891 I'm not
892 I am not a digital planner, but they plan accounts where most of the audience and brand perception is somehow online...
893 virals; www-skills; planning online advertising; community marketing...
894 I'm not one, but I assume that digital planners have much more understanding of the fast-changing online behaviors.
895 digital planners are also need be integrated marketing strategists, selecting from the portfolio of digital tactics to align with consumer habits and needs
896 Plan in the digital space
897 -
898 No Idea
899 Not a digital planner - content generation must be fresh and up-to-date
900 i am not a digital planner. i think they aremore interactive driven and really get better connected to their target group
understand the motivations of their consumers on line
902 I don't belive in digital planners. I belive in insights and ideas. wherever they come from outside in life
903 -
904 Not one.
Granular targeting.
905 I´m not specialized in digital planning
906 I'm not a digital planner. They do more channel planning.
907 Not a Digital Planner - I think they focus more on user experience for online/digital work but still employ the tools of a regular Planner (creative brief, strategy, etc.).
908 Not one by trade but often offer my opinion on digital. I would hope that they have deeper technical knowledge of how stuff is built and where it can be pushed. Lead the discussion and education of colleagues and clients in this area.
909 Not one. ?
910 digital planners report into me as our digital group is separate...but we run the general strategy.
911 ?
912 I'm not a digital planner. They plan strategies using the digital tools available nowadays and try to use the ones which are completely new - so, they can surprise their target audience.
913 i'm not. stronger culture in digital advertising, technology culture, some thoughts about experience design
915 I'm not a " digital planner" but for the past year I was writing digital briefs and working in that space. It was a challenge and definitly different than what I was used to in traditional planning. I believe they are more savvy in the space and know more about the posibilities in terms of tactics, strategies, and back end / web development. I do believe over time that the two would not be seperate disiplines, as it causes way more confusion when approaching a brand " 360" and then saying.." and heres the digitial perspective."
916 I am not one, think they specialize in online behavior and analytics.
917 not one, digital engagement strategy
918 I am not a ditital planner
919 My mission: Discovery about people
920 -
921 I´m on. Digital planing is more ore less to find out and brief how much complexity the communication will need to offer to the users to solve a specific problem of a brand/a client
922 not a digital planner...but my perception is that they are not any different...you are still doing the same thing using a different medium
923 I'm sorta one -- work DOOH and look at alternative digital placements
924 not one and not sure what they do that is different from a traditional planner
925 No I'm not. They plan campaigns that have their centre of gravity online
926 Nothing
927 I'm not. I think they basically must combine the strategy with all the media possibilities, because I believe digital medias can have a stronger impact on the campaign, comparing to traditional
Some might do research for a digital output.
Some might focus the digital mediums strategy.
Some might focus on the brand on the digital space.
929 I think they are more well versed in KPIs and how to deliver on them
930 I'm not one. I think they focus more on figuring out how users navigate sites - can't remember what it's called.
931 They think in a digital way.
932 no digital planner
933 They do communications strategy focusing on on-line channels but without forgetting conventional media that are still usable for specific objectives.
935 I am not, but I would like to. They are the ones that use al the digital resources to get a better knowledge of the consumer without interfiering witht their lives, and also the more techy ones.
936 I'm not one. No idea what they do.
937 not a digital planner. Apply planning with added experertise of understanding how/why/unique requirements of digital media
938 I'm not one. I would think they do the same types of things traditional planners do but have to be much more intune with the intricacies of the on-line world.
939 I'm not a digital planner. To me digital planning is about bringing forward a communication strategy to online channels and maximizing highly targeted consumer engagement.
940 They plan comunication strategy for brands using web and digital tools.
941 not one. they have much more knowledge of the online marketing world
942 I am NOT currently a digital planner. From having talked with a few of them (I'm bias) I have been influenced to believe that their role is not too different than a traditional planner because it is still about ideas / finding a truth and making it matter.
However, the difference can sometimes be about the nature of the given account. Who drives the strategy of the brand, the primary agency's planner or the digital planners?
943 NA
944 Plan interaction with the brand online.
945 not one
946 I'm not. Someone who essentially does the same job as a normal planner but is more aware of the digital possibilities that could come from their brief.
947 Not a digital planner, but a planner in charge of all communications, including digital.
948 being digital is the whole reason I am a planner -- user centric thinking is the key
949 not but i think heavy on connections planning in the digital space, trend and behavior observers in social and emerging media, heavy virtual ego
950 I am not a digital planner but I think that they are responsible to design an action plan in internet; choosing in wich webpages to appear and how to do it
951 i would say a digital planner should be a planner that always has digital communications in mind. as it was the only medium. However, I think digital COMMUNICATIONS planners sometimes become digital MEDIA planners: instead of thinking strategically there is a risk that they think too tactically
952 Pharma, archetyping
953 they think digital
954 Strategists are strategists, no mather position they take.
955 I am not a digital planner. Sounds like a connection planner specialized in the digital arena.
957 I am not one of them. Designing strategies to reach different audiences in the network.
958 I try to work as a online planner too, plannig for the on-line brand experience, on-line messages and target connections
959 The same thing that atl or btl planners but thinking on digital tools, market, etc.
960 I'm not one and I think they sould know how is the profile of Internet users.
961 i am not a digital planner
962 I'm not a digital planner, but i think they're quite useful, because digital ir our future
963 no digital planner
964 Digital is a word of the past
965 I believe they are planners with a different frame of mind. A digital-interactive one.
966 To define the experience and the messages.
967 Cutting edge technologies and trends within digital sphere.
968 digital media focused
969 I'm not one but I think they are probably mainly reinforcing someone else's strategy with their digital knowledge.
970 I am not one, but I think they bridge the gap from media planning to strategic planning with respect to what consumers are doing in the digital world
971 I dont Know
972 I am not a digital planner. We don't have a digital planner as we are all expected to know our ways around digital. We have a digital director on the creative side who comes from Fallon and therefor also thinks strategically, which is great. I think there is no way around digital these days for all of us, just that digital planners have more netto time to extend their knowledge, insights and experience with users and in the interwebs.
973 they consider on-line channels and strategies in their day job.
974 x
975 i am not; I think they are specialized in digital media as new touching point to consumer behaviour
976 It is the same work and it should be all media connected. The difference is thata is a more segmented market
977 Not one. I think they spend a bit more time understanding the media usage/consumption habits of consumers as well as the changing role/functionality of technology in people's daily lives
978 Digital planners would be planners who are in charge of making the strategy precisely on the digital world.
979 I'm not a digital planner, I think they are busy decovering the possibilities of web 2.0
980 Am not. Actually, I had no idea they existed.
981 digital planner
- briefings
- usability audit
- user interaction design (from interaction style down to wireframes and proptotype)
- digital comunications strategy (including all digital media: mobile, interactive outdoor, etc)
- coolhunting > trends, competitive reviews
- digital evangelization inside the agency
- metrics
- profesional training
982 I'm not a digital planner. A digital planner is a planner who is in the trenches of the digital space. They should know reliable vendors, and hot vendors. They should know where the best digital work is, and what digital work is shit. They should have a better, more precise POV on how consumers react differently when it comes to digital. In sum, they should be a good planner with a better digital dictionary and a better digital rolodex.
983 I´m not a digital planner.
Digital planners seem to be more 'plugged' to digital and new technologies, but on the other hand, somewhat restricted (to them).
984 N/A
985 I´m not, and I don´t know.
986 I'm NOT a digital planner. I'm not terrifically clear on what they do. Difficult to distinguish between the analysis of surfing patterns and more qualitative exploration of how people fit the net into their lives.
987 NA
988 zghuzgukl
989 entertainment
990 no
991 n/a
992 we're currently looking for our first hire in this space. I think this role needs to combine the traditional insight abilities of a planner with an in-depth knowledge of how to orchestrate a brand's digital presence and experience
993 -
994 I´m not.
995 not technically one. is it that different? on my account i write briefs for digital, taking into account the nature of the medium...
996 Which one of us have the luxury of not to think digitally as well?
997
998
999 ...
1000 I'm not a digital planner. I don't think that the planning framework is that different; perhaps different research methodologies and more precise targeting (at least, one hopes!), but the same role for planning should exist.
1001 Not one
Following and analyzing behaviors of people on the web.
1002 I'm not a digital planner. I guess they develop digital and/ or online strategies for any kind of business.
1003 I like to think I come up with strategies with Digital in mind. However, a majority of my work is traditional, based on clients narrow requests. I think a digital planner helps with everything from creating ARGs (Alternate Reality Games) to planning campaigns with significant social media elements.
1004 the same as normal plannning but the final product is related to digital adv.
1005 plan close and funny messages to people
1006 I'm not a digital planner. I think they plannificate just for a specific media, the digital media.
1007 I am not. I think they are trying to understand consumers behaviour around the net, anf how to catch them withe tha appropiate campaign.
1008 I´m not. I think they are more involved with digital media supports.
1009 n.a.
1010 I´m not a digital planner but I asume that what they do is what regukar planners do but considering digital technologies consumption.
1011 They have the future on their hands. Be creative!
1012 I am not.
they do digital comms planning based on information flow and technology available with quite a bit of creative stimuliation thrown in.
1013 x
1014 creating and understanding online conversations about brands
1015
1016 I do some digital planning - to generate interaction, a Brand experience and deliver insight
1017 They do: technical stuff
They don't: inspire mortals
1018 --
1019 create interesting online strategies based on the brand strategy
1020 NS NC
1021 Not a Digital Planner. I think they develop strategies that invite the consumer to interact and take part in the brand building
1022 Not a digital planner. Wish i knew what they did, to be honest. have a broad understanding that they are web program architects which drift more in the direction of concept-developers mixed with media planners...with less focus on (and understanding of) big picture brand steering and evolution.
1023 Not one of them, but I think they analyse online behavior
1024 -
1025 Not a digital planner. I haven't a clue what they do - but as a planner whose skills encompass social media, I know what they ought ot be doing. But why call themselves digital planners, then?
I would expect the digital planner to do pretty much the same work we do everyday but with a focus on online advertising/ social media.
1027 No digital planner
New Media Planning?
1028 I really don't hold with all these different " species" of Planners. Planning is Planning. We didn't have " radio Planners" and " poster planners" when I started.
1029 ...
1030 Planner + deeper knowledge on digital media capabilities and habits
1031 I am not a digital planners.
They understand consumer behavior realted to digital media.
1032 New media planners
1033 No, they follow alternate media trends. They take creative ideas and bring them to life in digital.
1034 I think they know the digital consumer behaviour better than me.
1035 wow! We need that kind of planners, creatives, account managers now!
1036 Analisis de base de datos
1037 I dont consider my self an expert in any specific area since i deal with many different accounts.
1038 I'm not a digital planner. I think that the difference are the sources of eachone. Like a planner I work a lot on street. I love to talk with people and go with my clients for explain the strategis. I have to work with creative department and in my knowleg the digital planner work in a principal way with internet.
1039 I AM NOT...PROBABLY PLANNING RELATED TO DIGITAL MEDIA , BTL, ETC.
1040 im not a digital planner. there are growing ou in the industry
1041 Not a digital planner. I think they're the ones involved with new technologies as well as with new audiences and content producers, which is " common" people.
1042
1043 *
1044 Experts is the field of digital media.
1045 i'm not one. ours help understand the digital experience as it contributes to the overall brand experience. a
1046 Yes.
It's very different to understand relationships, sharing and using - as opposed to conveying messages. " What will be liked and passed on?" is what it's about.
1047 I'm not. I guess they comprehend how targets interact with the Internet, the differente roll of this media.
1048 No, I'm not but the digital planner I work with has expertise in using that form of communication to connect with consumer.
1049 Not a digital planner - they are more media specific than brand specific in their approach
1050 I dont know much but its for the digital marketing. There is a need for digital planners in this field right now
1052 I'm not a digital planner. I think they do think about how to use or create (new) digital channels to communicate with and they have specific knowledge about peer groups in the internet.
1053 digital planners - have come across some that call themselves experience planners as well. Do know a lot about how to engage consumers in digital media, less of a brand focus, more of a medium focus.
1054 not -
wire frames and ui
1055 more in www than anybody else.
more in digital Trends than anybody else
more open minded ....
1056 I'm not an 'digital planner', but I work on digital projects - more often. That is why I don't think there has to be such thing as a 'digital planner'. Instead, all of us need to work and live with digital media - which is what most of us do already, I would say.
If there is a difference between 'traditional planning' and 'digital planning' I would say it's that in digital you have to think in mechanics from the very beginning. Not just when the leading idea has been found. And you have to think more in details and in user behaviour than consumer behaviour only.
1057 N/A
1058 Not one (yet) On line has a different language, people react differently in front of a PC, understand what makes someone tick in front of a computer screen is very different to the outside world. The relationship with brands can be much tighter.
1059 none
I only know channel planning
1060 Not a digital planner. They understand and inform consumer journey, experience, target audience whereabouts, how to get target to interact, THE PROCESS to getting things done, and most importantly, how to converge all mediums with the digital web instead of just 'digital as channel'.
1061 Not One
1062 Creative thinking at the forefront blended with analytical skills in marginal proportion.Taking new risks and constantly innovating,bringing fresh insights that culminate into cutting edge marketing communication strategies and plans. The inherent quality of a planner is being observant,sensitive to the changes happening around,picking on to the emerging trends quickly to maximize everyday business. Expertise in consumer domain is obvious and central to planning.It is integrated in all the other areas of expertise that encompass planning.
1063 I am not a DP. However, I'd love 2b one.
1064 it is a new discipline for me. No comments.
1065 I worked whit all the communications tools.
1066 i´m not a digital planner.
i think digital planners do the same as other planners, but only for online media.
1067 n/a - Think Digital Strategists are not all that different from other planners just more focused on some of the more tactical things.
1068 I am not one. I think they do the same thing non-digital planners do, but they work with media and terminology specific to the online/digital world (websites, search marketing, mobile marketing, console/video games, etc.).
1069 Not one. Digital planners - a form of connection planning that focuses on the digital space.
1070 I have digital planning experience - strategy for the user experience for a website as well as strategy for reaching consumers in the social media space.
1071 Have an understanding in digital channels and possibilities and strenght.
1072 Digital planners develop tactical Web strategies - not really insights.
1073 Not one - but we're creating that position. In one way, it's hybrid media/planning position. In another, I wonder if it's just what's required to do a planner's job in the modern world. In a post-30 second spot world, more and more, we're working hand-in-hand with media to uncover target insights and generate a compelling seedling of an idea.
1074 Responsible for understanding the role of digital, how to implement big ideas through multiple channels and the digital production cycle
1076 NA
1077 digital planners plan specifically within the digital sphere to create digital experiences
1078 I'm a digital planner. As for what I do that's different...I probably spend a lot more of my time working with other traditional planners to make sure the digital work they're doing makes sense.
However I don't really believe that there are any significant differences between planning for digital and non-digital other than as a digital planner I need to have a better awareness of the variety of digital platforms and channels that are available and that are being used by various target audiences.
1079 Digital planner withi a social media speciality. Experience through the line with additional cultural experience having worked in 4 markets. and an understanding of alternative culture.
1080 Provide in depth digital strategies outside a traditional planners areas of expertise.
1081 I'm not. I don't think they do anything that different other than a more detailed understanding of digital trends and consumer behaviour in this channel.
I think digital planners are those one with more specific skills on the digital environment which helps them to develop superior communication strategies driven to digital consumers.
Considering that digital consumers are normal people, It doesn't sound that planners need to be digital to do that.
But maybe the technical knowledge makes a some difference in this case.
1083 not officially one - but being able to think within / how best an idea can be extended into 'digital', and how to measure its effects, are part of my responsibility
1084 i do a lot of digita/engagement planning. spend a lot of time informing the traditional creatives about opportunities in digital channels, and spend a lot of time with the digital creatives talking about tradtional planning stuff.
1085 I'm not a digital planner but I think they are communication strategists like all planners but simply within the digital space
1086 They do what every other planner does -- it isn't about the deployment it's about understanding the brand and the consumer
1087 .
1088 Plan digital campaigns
1089 n/a
1090 I'm not labeled " Digital" planner. But I do that too. Planning is planning no matter the medium. But digital does call for thinking more always on, and digital native and ROI.
1091 locally the specialization is still at the beginning - I am not a digital planner and since most digital projects are just spin-offs of ATL campaigns I am not quite sure what they do.
1092 I am not one. I think they are a fusion of media planners and tradtional account planners.
1093 I'm not a digital planner. I imagine they do the same thing that 'regular' planners do: bring the consumer's perspective into the agency.
1094 Not one. I think they deal with more of the online/new media aspects of strategizing for a brand.
Digital planners are the future.
1096 I am not one. But I think they not only look at consumer insights, market trends, etc., but they also look at web site usability to help craft the digital experience.
1097 I´m not a digital planner.
1098 Yes. I advise brands on the right marketing routes online
1099 Nope
1100 Not one.
1101 I am a digital planner. I think we have to be more curious than offline planners.Digital media change and evolves every single day and you have to follow it. Speaking of the presentations, I think that we have a lot to learn with offline planners. They really make big shows.
1102 na

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What Is A Digital Planner

by Heather LeFevre on Aug 13, 2009

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What Is A Digital Planner — Document Transcript