It's time to get social-savvy!
Rediscover the marketing opportunities that social media has to offer,
with our free guide #SocialMediaMonth
There has been much talk within digital marketing of the necessity for Marketers to broaden their skill-sets and to embrace and learn the wide range of digital channels (40 in this count) to reach and engage with your audience.
The approach of developing a range of marketing skills is known as T-Shaped Marketing. T-Shaped Marketing refers to: a Marketer that has broad knowledge covering a wide range of digital tactics with in-depth knowledge in 1 or maybe 2 specific areas.
This diagram from Moz shows the principle with a focus on SEO within digital marketing tactics.
This diagram from Search Engine Watch also explains the principle, here with the focus on Content Marketing and also including a focus on analytics and some traditional marketing activities (Press and PR).
The diagrams tell the story well, but if you'd like to read more, these two recent example posts have really nailed the importance of T-Shaped Marketing and both included some great infographics to bring this definition to life.
If we take a look at the wide range of digital tactics which can be deployed by an organisation, I had a quick browse of the Econsultancy UK Statistics for July 2013 which weighs in at 865 pages (UK edition!), covering off the latest trends and market insights for the subject areas of digital advertising, affiliate marketing, analytics, blogging, search, content marketing, video, audio, mobile, apps email marketing, search marketing and social media. And this just mentions the generic subject areas!
So can you really embrace such a wide range of topics with the necessary knowledge for your organization whilst at the same time, developing in-depth knowledge in perhaps one or two key areas? Clearly not, but by understanding who your audience is, where they interact with your product or service does provide you with a grounding on what areas of digital tactics you could look to develop your skills.
In a previous post, I mention the importance of working for start-ups within my own personal journey in developing my digital marketing skills.
What a start-up environment provides you with are the tools and creativity to try new things out and develop new strategies to create new revenue streams for your organisation.
You'll find yourself in the front line - getting your hands dirty in managing and developing an affiliate program whilst at the same time, budgeting for a PPC campaign and then helping out your buyers in creating optimised product descriptions for your website and then creating dashboards within Google analytics to monitor and measure performance.
You'll develop skills in start-ups that you would never learn studying for 4 years to complete an MBA - this is the real world and there are not many hiding places. The start-up organization should be on your career path at some stage if you truly want to become a T-Shaped Marketer
A T-Shaped Marketer provides the vision and knowledge to an organisation in understanding a number of different digital channels during the integration for the organisation to make the right decisions.
By Simon Swan
Start the discussion on our community and social networks
Recommended Blog Posts
The ‘digital’ opportunity is enormous, with staggering growth in all territories and sectors Along with the opportunities come some significant challenges as you adapt to highly demanding digitally-savvy customers. These challenges are caused by the pace, complexity and the degree …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Our compilation of the latest social media statistics of consumer adoption and usage Social networks are now so well established, that there is a core ‘top 5’ social networks that don’t change much from year-to-year. But, as we’ll see in …..
Amazon’s business strategy, revenue model and culture of metrics: a history I’ve used Amazon as a case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy. From startups …..