Digital Strategy, at least for us, addresses the whole of the digital channel - not just campaigns or tactics. It’s the practice of defining digital marketing objectives and determining how to best use the digital channel to help marketers get results.

This makes a whole lot of sense, but it's a million miles away from the type of service that most marketers get from their agencies.

Ad agencies still approach digital marketing (let alone strategy) as a last minute add-on, despite their promises of integration. Web design and development agencies on the other hand, continue to focus on aesthetic website beauty and ‘cutting edge’ gadgetry – often technology for technology's sake. True strategy is nowhere to be seen.

As a smart marketer, what can you do? Let’s face it, you're probably getting biased advice which is geared towards keeping your agency's studio busy. We're prepared to bet, that what you actually want, is advice on how the digital channel can be exploited to deliver your marketing objectives - ultimately, profitability and growth.

Sure, that may have sounded lofty, but it shouldn't. You have a right to expect it and it's what we do every single day. We develop actionable strategies based on a solid bed of analysis, insights into your customers’ behaviour and leading knowledge of digital trends.

Many so-called digital experts deliberately mix up strategy and tactics. To dispel some of this misinformation, let's be clear that digital strategy is not:

• Project management
• eDM campaigns
• Banner advertising
• Search marketing
• Content Management Systems
• Social media
• Facebook
• or even Twitter

Of course it takes into account all of the above, and more. It defines the needs of your digital customers and how to most effectively and efficiently engage with them. But most importantly, it is devoid of vested interests and delivers a real return on investment.