There is no such thing as digital strategy

Sat, 03 Aug 2013 14:37:46 +0000

Digital Strategy 101 from Bud Caddell

Budd Caddell has an interesting presentation on Digital Strategy 101 that you can see above.

If you are looking to a way to provide your company or your clients with a solid method for digital communication, then this is surely worth your time.

My only critique is that Budd’s definition of strategy does not fit the common taxonomy of the concepts of strategy and plan. This is something I began by talking about when my research on strategy began.

First, lets please agree on one premise: Strategy is about long term thinking, a Plan is the way you assemble tactics to meet a specific objective in short or medium term.

Budd’s definition starts off with:

A digital strategy is a plan to accomplish something with the benefit of digital tools.

He breaks this down brilliantly and explains a great perspective on how to look at a brand’s digital planning. Right now, I would suggest a definition more on the lines of :

A strategy is a long term thinking, with objectives and associated resources to reach them, and a digital plan is a set of tactics to accomplish objectives with the benefit of digital tools and channels.

At this point I need to take charge of my own shortcoming on proposing a definition of “Communication Strategy”. This concept will have to be applicable to both online and offline communication, otherwise it won’t be any good to me or anyone else. Budd’s slide deck did raise a few questions and showed a few solutions that may be interesting towards that objective.

Communication and Relationship Management

Thu, 18 Oct 2012 07:21:00 +0000

Remember the post where I showed this image?

It sparked a few interesting comments.

I have wondered about it since then, going back to stuff I wrote years ago. The story of a love affair between Public Relations and Communication (in Portuguese), how they work together and yet can’t be together. It’s more of a short love story than anything else, really. (And between us, that story has a Universe of Value to me.)

Going back to the sketch.

Public Relations needs to move forward and Marketing has without a doubt changed as well. Today I am part of a Digital Marketing agency and the truth is that I have never done so much PR work. From social media policies to crisis management to a whole world of Communication and Relationship Management.

This is what I do. It is Communication, Relationship Management and much more. Right now I feel that PR and Marketing are categories of tactics and companies benefit when they work together.

And my roots come from Public Relations. A discipline where understanding and building bridges between publics is key to success. That being a fact, it makes sense for PR professionals to focus on understanding the divide between PR and Marketing, while at the same time finding common ground and helping organizations communicate better with internal and external stakeholders. After all that is what we do, right?

Digital Insanity Magazine by Bruno Amaral

There is no such thing as digital strategy

Communication and Relationship Management