What types of skills are we talking about? Well, let’s take analytics, for example. Strategists need an understanding of the analytics landscape, which includes the players in the space, usage of the platforms/products/services, and how to implement, care, and feed same. What they don’t need is deep experience using the platforms/products/services themselves. They need a smart team behind them who can be tactical while the strategist stays at the top of the rain forest — canopy level — and functions strategically. Because in order for a strategist to be more strategic, she needs to be less tactical. A lot less.
The digital strategists who’ll be most successful going forward have a robust generalist’s understanding of traditional and digital marketing and some knowledge of how businesses work. They need to have a solid foundation of what a digital product or service is, how the company would get paid, and everything in between.