A couple weeks back I attempted to define the roles and responsibilities of a digital strategist.
Since then, I’ve been involved in several discussions about what ‘digital’ means.
The way it is defined is often determined by your background and / or specific slant.
‘Pull’ Versus ‘Push’ Digital Marketing
“Pull digital marketing in which the consumer must actively seek the marketing content, often via web searches, and push digital marketing where the marketer sends the content to the consumer, as in email”.
What? Make it clearer, damn it!
I found a nice graphic (left) which visualises the world of online marketing and a good place to re-reference the breadth of digital.
I particularly like the split between disciplines (PR, email marketing, online advertising etc) and the DNA of digital (development, design, research, strategy, branding and content).
This split really got me thinking, is it misleading (and consequently confusing) to use a term like ‘digital’ in isolation?
Do we need to be more strict, more descriptive but somehow more succinct too?
Perhaps we do…
This is where I eventually got to after dissecting the core parts of the digital pie.
Each relies on the desire of the online participant to consume and interact with digital assets.
And, this is where the fun (often pain) starts.
Who does what?
Well, the answer is actually quite simple, it’s not the ‘who’ we should be focusing on but the ‘how’.
How do you get these three things working in unison to achieve the best results?
But before we can solve the ‘how’ problem, we need to define the ‘who’ to a point where we collectively ‘get it’.
A new definition?
This is my suggestion.
Let’s make things a bit easier for people to understand by specifying the area of ‘digital’ you work in as broken down by these three areas – development, placement and engagement.
This may gloss over the intricacies of the digital world, but perhaps that’s a good thing.
Each of these areas requires a specific skill set and each MUST work together in order to make the impact expected of clients.
So, which of the three areas do you work in?
Does this make the division of labour an easier proposition to deal with?