Jeremiah Owyang posted an interesting thought-model of three essential elements of web strategy.
The three spheres, which are influencing each other, intersecting and overlaying are Business, Community and Technology:
The business sphere requires a strategist to understand the long term objective of a website and itâ€™s goals.
The Community: The Web Strategist must understand (by using a variety of techniques and tactics) what users want. This is commonly known as User Experience Research which will create and craft a â€˜mental modelâ€™.
Lastly, a Web Strategist needs to know how each and every tool and technology work, theyâ€™ll need to know the strengths, benefits, limitations and costs. This also applies to human capital, and timelines.
His viewpoint is that of a web strategist working within a company, being, for example, in charge of the corporate website. But it can also translate to digital planners in agencies, who need a similar profile.