A question I have thought about since we created a Strategy group at Sensis  in 2006 is whether the role of a traditional Account Planner would one day merge with that of a Digital Strategist. As digital and traditional advertising continue to converge, it seems likely from a client perspective – the idea of two distinct siloed positions can’t possibly be sustainable.

On the other hand, I think about the incredible complexity of the digital strategy world and the trend towards specialization and wonder if merging the Planner and Digital Strategist is feasible? For instance, with the rise of unique digital areas of specialty / expertise such as information architecture, user experience planning, analytics and social media, the role of digital strategist appears to to be too much of a simplification and generalist position out of sync with the rapid changes in digital communications?

What do you think?

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• jay says:

  March 2, 2010 at 5:41 pm

  Jose,

  Your blog post has me laughing. Titles always frustrate me a little, but lately within the marketing world they (titles) have become even more elusive, in terms of concrete “permanent” definition. Just as the marketing/digital marketing/emarketing world continues to evolve, I’m going to allow my opinion to do the same thing; so with that said, today I believe the merger of the two is not feasible. In fact, I think at some point we’ll even see a splintering, if you will in terms of the title “digital strategist,” since digital encompasses so much. Is it possible within an agency to have a Director of Digital Strategy, with Manager titles of Channel Marketing Manager, eCommerce Web Strategy Manager, Manager of Ad Placement and PPC, etc? Heck Jose, for the first time in my twelve years in the employee search and placement business, due to technology, I feel like I need a crystal ball for developing functions/positions. Still laughing.

  Good blog – take care.