Fake it ‘til you make it…as a digital strategist
In a feature that first appeared in Encore, Mark Aquino, digital strategist at Sydney media agency Pearman, tells us how to bluff it in his job.
What does a strategist do?
According to Wikipedia, I help specify an organisation’s vision, goals, opportunities and initiatives in order to maximize the business benefits of digital initiatives to the organisation. People get me mixed up with the IT guy a lot though. As a digital strategist, I come up with the best possible digital activations for client briefs. Whether it be ads on a website, pre-roll videos that you see before your YouTube video or Google Search ads – these digital ads were probably planned and purchased by yours truly.
What skills do you need to be good at the job?
I hope it is. Otherwise it undermines the work of digital strategists/planners everywhere that aren’t faking it and do far more than is outlined in this cringe-worthy piece of buzzword-bingo fluff.
The answer is never in expandable banner ads! Please dont call yourself a digtial strategist because you are giving us all a bad name!
From the info above, Mark, a more accurate job title for you would be something more along lines of “digital implementation planner”. It’s not a situation unique to you or your agency, but “strategy” is a terrifically over-used word in comms & agency world these days.
Hmmm,
Sounds like ad land has created another layer of generality and really the articles description is of a media planner/buyer.
Just because you did a few short courses and you may have spent some time in a name agency does not equate to strategy
What ever happened to:
goto market strategies
STP
Minimum Viable Product for launch
Market Analysis/Forces
PEST analysis
Pricing strategies
Elasticities of demand
Productization
Investor Valuations. NPV’s, IRR’s
Ratchet clauses
Oh dear. Confusing real strategy with agency media buying strategy 🙁 Bad name for the rest of us I agree.
Work in a real digital business or start one of your own and raise some bucks to know what real digital strategy is.
Best of luck though
It would seem that one of us needs to change our title – we’re a business that focuses primarily on digital strategy and working with clients to determine the role of digital in their business, and our “digital strategists” do a whole different role to the one you’ve described above. I’d suggest you should consider a title along the lines of “Digital Campaign Media Planner” rather than digital strategist. Either that, or step up the level at which you’re operating, because currently you’re giving the job title of Digital Strategist a bad name…
I really hope this is Onion-esque humour that’s so clever-dick that I almost don’t get it.
@Pascoe
Here here
“We get sidetracked a bit as I help her with a computer issue that involves a frozen screen.”
10/10 Bravo. This made me laugh as most people in a digital role have been in this position. 🙂
Love it!
“Who am I?” – A very beautiful digital strategist looking into a muddy puddle at a mine site where his estranged father works ……..
So he’s a digital strategist who works in media! Big frikken deal if he doesn’t refer to himself as a “Digital Campaign Media Planner” or a “Digital Implementation PLanner”. Wanks words.
There’s loads of different specialisations within digital strategy – this guy has chosen to write about his. Does it really warrant the pedantic, self-important negativity (comments 1 & 2).
Your only real mistake, Mark is submitting an opinion piece at all – and running the inevitable, small-minded commentary gauntlet.
David St. Hubbins: It’s such a fine line between stupid, and uh…
Nigel Tufnel: Clever.
I know Mark – and he is a very cool & knowledgeable guy. And certainly can handle this role. Just a bit fun guy’s, calm down.
@Onya, pedants
Is that you mum?
“I just tweeted that you hate me and got a promotion and a raise”
digital ninja, I love you and your very cool hair
http://vimeo.com/16400941
my aren’t you all a jealous bunch of haters!
i’m an advertiser and we don’t care about your wanky titles or making you feel better about your chosen occupation
none of you are true strategists so stop abusing the word
Hey we’re all aussie or work in this country.
We’re born knockers ( and I don’t mean a lovely set of coconuts either)
Brilliant! Totally agree with “Onya, pedants!”
Well done Mark. 🙂
That’s no how you make digital strategy.
Digital media planner maybe, but digital strategy is a far broader and more senior role focused on meeting an organisation’s business goals directly, not simply specific campaign strategy.
Digital is not all about advertising – a one-way traditional media concept. And it isn’t simply about engagement either. It is a paradigm shifter of business models, organizational strategy, structure, process and relationships.
A digital strategist understands this and helps organisations to change their culture and operations to benefit.
@Craig
What does seniority have to do with strategy?
When I played under 16’s Football (Soccer) our captain (a 15 year old) coached the reserves, who won the league that year and is now coaching a reps side, age 23. In business he launched his first company at 18 and now has two, both in the digital space and both firing.
He is the most strategic person I know. He is young and full of idea’s and ability.
It is people like you Craig who try to impose rank into companies, as opposed to adopting a flat structure, which empowers and supports it’s excellent staff.
Titles are a load a wank anyway – just get the job done and let your clients give you a pat on the back.
Walking along the road is strategic, however seniors are very slow at it…
I bet you lead a very bureaucratic life, full of rules and red tape.
I tend to laugh at anyone in advertising who thinks anything they do is creative or strategic. We make ads for christ’s sake.
If you guys have nothing good to say? step up and say it to my face? I don’t need any strategy to defend myself.
Why did i read this? No, wait – why did i read the comments?! Cringe.