During decades, ‘Marketing’ was a luxury that only large companies were able to afford –the Mad Men era. Big investments in advertising campaigns’ and fancy logos as well as big departments and renowned agencies, put the small business far away from this elitist brand strategy.
One day, one thing called ‘the Internet’ changed everything... forever! Suddenly startups and new businesses realised that marketing can change your world. It can make people look at your product and turn it into a success.What is more: Running a successful marketing campaign is easier than ever- the marketing democracy. But small businesses are still facing one (big) problem: the lack of resources in a marketing world. They have realised how important the all-in-one marketeer or a ‘Full Stack Marketeer role is.
“Full-Stack" is a term that refers to an engineer or developer who is knowledgeable with each layer of software technology. Full-Stack developers are rarely experts in only one area of engineering; they have enough skills and understanding to quickly and effectively execute on everything from front-end development to server architecture. This set of skills is highly valued within their work environment.
The same happens with marketeers. Much like "full-stack" engineering ability is highly valued in small companies, being a Full Stack Marketeer is becoming essential in startup environments. A Full Stack” Marketeer has the ability to comprehend each element of marketing such as “branding”, “communication”, “social media”, “digital” or “demand generation” as well as other more technical concepts such us HTML&CSS, PHP or data analytics in order to deliver the greatest value to the business.
If your first marketing choice is to develop a website or create high-quality visual content, you still need someone to tell your story on media channels, position your brand on SERP, or to manage digital advertising campaigns. Likewise, if SEO is your first choice, you’ll still need to outsource the website creation, high-quality content generation, or social media channels management. However, the challenge is: How can you deliver the best possible work in each marketing area without having to invest so much HR resources?
This context brings up the importance of the Full Stack Marketeer role. This person will be able to prepare the marketing strategy that your business needs while being able to execute all activities required for each marketing layer, from the most creative ones like branding or story telling, to the most technical ones such as website creation or SEO optimisation. Therefore, on the one hand, small businesses are able to save up HR budget by not having to hire several marketing specialists. On the other hand, Full Stack Marketeers can enjoy from a more diverse daily work as well as from a higher salary than an average marketeer.
There is a wide variety of resources on the Internet to acquire the most in-demand full stack marketing skills. Simplilearn offers the Full Stack Digital Marketer Masters Program, which aims to provide students with knowledge of all the marketing sub-areas while focusing on technical skills. MarketMotive offers the Digital Marketing Expert Pass, which offers 250 hours of training covering analytics, SEO, PPC, social, conversion, mobile, email and content marketing. For those seeking a more informal approach to complete their set of skills, Coursera, the Codecademy, and Lynda.com’s Marketing Tutorials are good solutions.
Understanding all marketing layers, search, social, blogging, PR, email marketing, remarketing, lead nurturing, and everything in between, is paramount for a Full Stack Marketeer. Having this wealth of knowledge, however, does not mean that full-stack marketeers need to be experts in every layer of the stack. Instead, a small company is better off by hiring someone who has novice-like skills in technical areas like HTML/CSS and then build upon those as needed.
Under today's ever-changing environment, being a full-stack marketeer is all about attitude: being curious enough to educate yourself about everything linked to the marketing stack while being pragmatic enough to focus only on the best practices.In all case, the Full Stack Marketing concept, as the intersection between marketing and technology, is becoming as much important as traditional marketing to develop any businesses and therefore, a key trend for all those within the digital sphere to keep up-to-date.
By Catia Neves