DIGITAL STRATEGIST
Digital strategy connects business objectives with the opportunities, technologies, channels and customer experiences that can move the business forward. I help businesses make informed decisions about where digital can create value, what needs to change and how different elements should work together.
START WITH THE BUSINESS
Digital strategy starts with the business, not the technology.
Digital can influence almost every part of how a business attracts, engages and converts customers. But the right approach depends on the business, its objectives, customers, proposition, market, capabilities and opportunities.
The role of a Digital Strategist is to understand that landscape, identify where digital can create the greatest value and determine how the different elements should connect. I bring research, data, insight and creative thinking together to help make informed decisions about what to do, where to focus and what needs to happen next.
The result is a practical digital strategy that connects opportunities with business goals and provides a clear basis for implementation, measurement and ongoing improvement.
DIGITAL EXPERIENCE
ECOMMERCE
DIGITAL EXPERIENCE
ECOMMERCE
DISCOVERABILITY
PAID SEARCH
DISCOVERABILITY
PAID SEARCH
CUSTOMER JOURNEY
CONTENT & COMMUNICATIONS
CUSTOMER JOURNEY
CONTENT & COMMUNICATIONS
CRM & RETENTION
INTEGRATED CAMPAIGNS
CRM & RETENTION
INTEGRATED CAMPAIGNS
DIGITAL AS PART OF THE BIGGER PICTURE
Digital works best when it connects to the wider marketing strategy.
My approach to digital starts with understanding the role it needs to play within the business and the broader marketing mix. That means looking beyond individual channels and platforms to consider how digital supports discoverability, customer experience, engagement and performance. Understand the three key pillars to my methodology that help ensure digital contributes where it matters most and creates the biggest impact.
Digital Strategist
MELISSA HOW
Digital has changed. The need for strategic thinking hasn’t.
Through multiple generations of digital technology, platforms and marketing, I’ve developed a broad view of how digital can contribute to a business.
That experience spans search and customer acquisition through to digital experience, campaigns, customer journeys and retention. It also means I understand how the different pieces need to work together, and how to balance new opportunities with what will actually make a difference to the business.
THE DIFFERENCE STRATEGY MAKES
01
CLEARER DIRECTION
Focus on what can have the greatest impact.
02
BETTER DECISIONS
Focus time and investment on what matters.
03
STRONGER RESULTS
Make digital contribute more to the business.
A FEW QUESTIONS, ANSWERED
What does a digital strategist do?
A Digital Strategist looks across the digital landscape to understand how different opportunities, channels, technologies and customer experiences can contribute to the business. The role is to identify where to focus, make better decisions about digital investment and create a practical strategy for moving forward.
How is a digital strategist different from a digital marketing consultant?
There is considerable overlap between the two. Both can involve developing strategy, identifying opportunities and improving digital marketing performance. A Digital Strategist, however, takes a broader view — considering how digital supports the business as a whole, including the customer journey, digital experience, discoverability, technology, marketing and the capabilities needed to make it all work together.
When would a business need a digital strategist?
A Digital Strategist can be particularly valuable when a business is growing, changing direction, investing in digital, introducing new products or services, or finding that its existing digital activity isn't delivering as it should. It can also help when a business has capable people and specialists in place but needs someone to bring the bigger picture together.
Do you work with existing marketing and digital teams?
Yes. I can work alongside existing teams, providing strategic direction, helping establish priorities and bringing different areas of expertise together. The role can also include directing external specialists or coordinating the work needed to implement the strategy.
Do you implement the strategy or just provide the strategy?
The engagement can include both. Depending on what the business needs, I can develop the strategy and provide direction, or stay involved through implementation, working with the people responsible for delivering the work and helping keep it aligned with the strategy.
What is the difference between a digital strategist and a digital agency?
A digital agency typically provides a team to deliver digital marketing, creative or technology services. A Digital Strategist provides an independent strategic perspective, helping determine what the business needs, where to focus and how different areas of digital should work together.
I can also work with your existing team, agency partners and specialist providers, helping set the direction and coordinate the work rather than assuming every aspect needs to be delivered by one agency.