What is a digital planner, anyway?

On the one hand, constantly building your skillset is part of a planner's life, and understanding new technologies is part of it. Digital, on the other hand, is more than just a single skill; It's like learning a new language (or two).

I would suggest that digital planning and traditional account planning, although not mutually exclusive, and why here: It’s still about the audience, but from a different perspective

Digital planners often explain ideas for different platforms, but they are rarely involved in bringing ideas in the first place. This may be because digital agencies are often tasked with creating solutions rather than asking them questions.

What is a digital planner

As a result, digital briefs will sometimes refer to 'users' needs and goals as a set of faceless metrics rather than real. There is not much emphasis on what digital habits of the audience, or what problems they want to solve, or what stops them.

These questions are difficult to ask (and answer). It's easy to get caught up in technology no matter who and why they use it.

But, to create truly great ideas, digital planners must focus on the inspiration that is based on people’s digital behavior and their use of technology or platforms. The difference is that traditional audience segments do not always fit well into the digital world.

For example, when a person visits a website, we cannot easily see how old they are, how much they earn, or how their favorite ice cream tastes (unpredictable using analysis). Instead, digital planners see what their visitors are trying to achieve while navigating a website.

Thus a big part of the digital plan is to create personalities that are single users who represent the target group. This is useful because it combines traditional categories (such as age, income, location, etc.) with digital behavior, needs, and goals. Knowing this, we can create a website or a campaign that is really useful and intuitive.

It's still small, but they look a little different

Just as a planner summarizes creative work, so do digital planners. It is no different than you should still be able to explain what you think the solution is. If you can do this clearly and reliably, you are more likely to create a product that meets the needs of your users and clients.

It is still a brief, but different medium; For example, this could mean mapping the user's journey across a site, creating a sitemap, or wireframing page.

These, like the acronyms, are often ugly and ugly to present, but they should still be inspiring. They may not look like much, but they are a launchpad toward a solution, and they provide a solid argument for support.

Like a brief presentation to a client, presenting these outputs allows you to discuss the principles that are involved in the concept and how that concept can come to life very quickly without going into details.

It’s still about finding insights through undiscovered routes

Digital planners must have a good idea about SEO, UX, design, development, community, content creation, syndication, analysis, and much more.

But knowing these things doesn't mean you can't ask the same questions for a promotion, such as:

  • What is insight?
  • What's the offer?
  • Who is going to use it?
  • Why?

To me, a digital planner is like any other planner: one who balances user objectives with functional and commercial objectives in a logical and effective way.

I argue that digital skills are a small part of the whole spectrum of planning skills, which fall largely within the same process and outputs.

It was this process that drew me to the first plan: it's about being a wild, crazy, unsupported victim, doing a lot of research to prove it, the ability to admit when you're wrong, and the courage to speak up when you're talking. That's right again.

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