A Digital Media Strategist Will Review Your Goals For Your Internet Operations

Photo Credit: kteague

This is the first article in an eight-part series which describes the role of a digital media strategist in improving the website operations of a company or organization.

Too many organizations only have one goal for their online efforts — to have a website up and running. After all, it’s the thing to do, right? Everyone else is doing it (including our competitors), and we can’t be left behind, can we? When a company approaches their website with this attitude, no thought is given to what the website might actually accomplish. As long as the website is up and includes basic information about the company, management is satisfied.

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What Does A Digital Media Strategist Do?

Photo Credit: davidChief

A digital media strategist evaluates the effectiveness of a company’s or organization’s efforts in the realm of the internet and digital media. To accomplish this, the digital media strategist reviews every facet of a customer’s or website visitor’s interaction with a company or organization in the digital realm and makes recommendations for improved effectiveness.

The following series of articles details examples of how a digital media strategist might fulfill the aforementioned role with regard to each “touch point” along a customer’s path:

1. A digital media strategist will review your goals for your internet operation and suggest possible additional objectives.
2. A digital media strategist will examine the sources of traffic to your website and formulate plans to increase that traffic.
3. A digital media strategist will carefully study your landing pages and make recommendations for improvement.
4. A digital media strategist will assess the overall design of your website and propose revisions where appropriate.
5. A digital media strategist will appraise the content and copywriting of your website.
6. A digital media strategist will scrutinize the search and navigation features of your website.
7. A digital media strategist will analyze your call to action (purchase, lead generation, etc.) and the vehicles through which a website visitor can respond to your call to action (shopping cart, contact form, etc.).
8. A digital media strategist will evaluate your system for monitoring website visitors’ interaction with your website and other digital media as well as your system for tracking responses to specific calls to action.

A New Blog About Digital Media Strategy

Welcome to FrankNJohnson.com!

I have been a digital media strategist for eight years, first for E-mu Systems, Inc. and then for the Multi-Channel Commerce division of Imaginova Corporation (telescope.com, livesciencestore.com, and starrynightstore.com). I also provide digital media strategy consulting services for businesses and organizations.

I’m starting this blog as a way of memorializing various thoughts regarding internet marketing and digital media strategy. While I have my own thoughts, I hope even more that the comments sections of articles will become a vehicle through which we all (including me!) can learn from each other. So please feel free to add your thoughts to mine, to disagree with me, to answer my questions, to mention additional resources, etc.