This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
...
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
Bill Hewson, CEO & Founder at Hewson GroupThank you so much for sharing this excellent work and thinking. My one question: you mention the importance and role for each of the 5 W's. What about the 1 H, 'How' we'll communicate. It's become an imperative in the age of interactivity to determine the general nature of a communication plan. For instance, how will each of earned, owned and paid media play a role? Are existing environments capable of delivering a brand's story, or do new environments have to be imagined, designed, and built? What is the required 'depth' of engagement required to achieve your comms goals? These are questions that i believe should be answered by a User Experience designer, someone who crosses over between the traditional boundaries of either 'creative' or 'media'. So, I would suggest adding a third output to a strategy. A UX brief, or including elements of the 'how' in both the creative and the media briefs would seem an imperative from my experience. Thanks again for sharing all your excellent thinking. Bill Hewson3 months ago
Pawan Rao, Head Creative at WATConsultSuperb....I guess its a must read for the strategists or for that sake, anyone in the digital advertising...very inspiring slide-sharing!4 months ago
Artur Malinin
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