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Marketing | 8 min read

The Importance of Strategy

You’ve probably seen a lot of content about why you need to work on your strategy. You’re smart and you can easily find a lot of resources on it all over the internet. Unfortunately, what you probably haven’t found are posts that take a step back and answer the important questions like “what is strategy?”, “how to get started?”, and “what does a successful strategy look like?”. This Insight Post tries to answer those questions.
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Tiffany Pau
By Tiffany Pau
March 04, 2022
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What is strategy?

What is strategy

A plan designed to achieve an ambitious long-term goal.

Strategy is used to solve problems and business challenges by understanding all sides of a problem, and not just the obvious ones.

The strategy includes all traditional aspects of business: vision and mission, external environmental analysis, internal organizational analysis, strategic intent, and value creation.

At its core — strategy is about choosing what not to do. It is about creating a sustainable point of difference that creates superior value for customers and superior profits for the company.

So how do most agencies and companies approach strategy?

First, they make a list of the problems they perceive in the client's business. It might be that the brand is losing market share to a competitor, that it has lost relevance with its core customer, or that it is about to launch a new product and needs positioning for it.

So, the agency conducts research looking for insights into those problems: interviews with consumers, competitive audits, and so on. This research then feeds into workshops attended by the agency's creatives, planners, and account managers who come up with ideas for solving these problems.

But they often don’t ask the most important question, “why is this a problem?”.

The Butter Strategy

Digital Butter approach to marketing strategy

We believe that the strength of our business is in the quality of our people.

For us, the approach to strategy is different. We focus on understanding the clients to add value to their business. Our strategy consulting services are aligned with the key imperatives of the organization and help address issues at all levels.

We are a digital agency with a difference. We add value to our clients by understanding their business and then working on understanding their digital problems. We create customized solutions for them that are effective and efficient.

We have a strong team of consultants who are trained to provide strategic insights and implement solutions for our clients with measurable results. Over the past years, we have been able to build a solid reputation in this space and have been successful in providing consulting solutions that help organizations build a competitive advantage.

Having a strategy for your strategy

Custom plan for different client goal

We all want to jump to the fun stuff, but before we can even begin to think about it, we need to understand what we are strategizing about.

This means understanding our position. Above all, where are we? How do we get from here to there? What are our resources? What is our competitive advantage?

At Digital Butter, we aim to identify the most effective marketing strategy and create a custom plan for every project. It is not a checkbox approach, but custom to each project and each client. Our first step as a digital agency is understanding you. This will allow us to shape the best solution for your business needs.

We help businesses of all industries build or refresh their digital presence, and drive user growth: from startups to big brands to non-profits. We're not just another digital agency - we're a partner with you every step of the way. Our process is seamless, our team is approachable, and we'll work with you until your expectations are exceeded.

Don’t forget about humans

Custom personas for strategy

We’ve always believed that if we can help people learn, the business will be successful in the long run. But we do have to make sure that on a day-to-day basis we’re answering some of the questions around how we’re going to grow a great business.

So we always push to maintain an understanding of the core principles and why we’re building. It is critical to not get dragged into strategies that are too focused on the solution. If you’re only thinking about the solution, then you’re not thinking about the problem.

And at the core of any problem are people. At Digital Butter, we create 3-5 custom personas for each project, always custom. No matter how many projects we've worked on, we never use the same persona twice.

All our clients have their own unique set of needs, and the personas we build must be specific to your project. It allows us to create a deep understanding of your customer’s needs and desires, and ultimately craft experiences that meet those needs.

Creating personas is a collaborative process between our team and yours. We'll interview key stakeholders within your organization to learn as much as possible about your users. Once we have a solid understanding of who they are and what they want, we'll use that information to create a set of profiles that will guide future decisions made during the UI/UX design and development process.

Finally, some website strategies

Website strategy


How do we make sure people will understand your message? How do we design your site so that it's as easy and enjoyable to use as possible? What kind of content can we make for you?

We don't just build websites. We create experiences. We think about every single page, every single feature, and every single user interaction to ensure you get the best possible results.

To do this successfully, we take our clients through a discovery phase to get to know the brand and its objectives. This includes learning about the brand’s target audience, understanding the message it wants to communicate, and analyzing how users will interact with the site.

The result is a detailed plan that includes features like:

  • Sitemap - a visual representation of your website's content structure.
  • Journey mapping - how people are likely to navigate through your site based on their goals (e.g downloading or booking) to achieve them.
  • Design references - examples of web designs that have already worked well for similar companies in terms of look and feel, features, and usability.

Final Word

We hope this blog helps you understand why a strategy, whether it’s a website strategy or marketing strategy, or business strategy, is vital to your business. If you already have a strategy in place, thank you for doing so and for helping the rest of us out!

This is what we do day in and day out. It’s how we bring businesses closer to their goals and help them become more successful. We love what we do, and we can’t wait to share it with you.

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Tiffany Pau
By Tiffany Pau
Digital Strategist
Tiffany is a Biochemistry graduate from CUHK. After graduation, she worked as a Digital & Analytics intern at L'Oréal APAC for more than a year before joining Butter as part of the Graduate Programme. Tiffany now works closely with the Strategy and Business Development Team to meet output expectations and contributes to managing client projects within Butter.

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