Strategy

Strategy departments are relatively new and usually an interactive agency will have a team of strategists each a specialist or expert in one targeted field. The strategist works to provide sales support roles for up-sell opportunities for the interactive agency in general, and also works to help strengthen relationships with current clients by providing up-sell opportunities. They act as a liaison working in conjunction with the project management and sales teams and the client. Similar to traditional agencies, the strategists at an interactive agency will evaluate the online marketing place seeking out and providing Internet marketing consulting services for the agency's clientele.

A team of strategists may include the following positions:

• Web strategist
  A web strategist will work as in Internet marketing consultant, bringing expertise in Web design and information architecture that will direct the company on appropriate inclusions into the design that will reach their target demographic. They will seek new opportunities for clients with an interactive agency and a Web strategist within a corporation may seek out an interactive agency for additional expertise and development. They may bring knowledge in blogging, podcasting and other new mediums that leverage the Web.

• Email Marketing Specialist
  Email marketing alone is a large service offering for an interactive agency. You will even find agencies dedicated solely to being email marketing providers. The email marketing specialist within an interactive agency will manage all aspects of the email strategy including sends, providing consulting for the subject line, content, email design of the communication and provide the client with the results of the campaign send such as click through rates, open rates and bounce rates. They will serve as the email representative for the interactive agency, often attending email related conferences, writing articles and email best practices on email marketing and speaking on the subject of email marketing.