Looking for a digital marketing specialist, must know –
- Social Media
- E-mail Marketing
- Affiliate Marketing
- Mobile Advertising
- Conversion Optimization
- Media Buying
- Lead Nurturing
- Content Marketing
- Growth Hacking
- Gardening, Plumbing, Dog Walking and
Candidates with ability to perform open heart surgery during coffee break will be an added plus!
If you are a digital marketer looking for a job, this is what you see on most job boards these days. How can anyone specialize in more than 20 traffic sources! It is not even funny. As a result of the exponential growth of internet and its ability to drive exposure and generate business, recruiters and traditional marketing teams are looking for candidates with skill sets they don’t fully understand themselves.
Dear CMOs, STOP your recruiters. It is not just a far-fetched expectation, it is borderline fantasy.
Back in 2008, while looking for our first employees at our digital marketing agency, I remember being confused about finding talent in a region where digital marketing was unheard of. One of the exercises we did back then was to split up all the activities of a digital marketer and find someone whose skills matched close to our needs. For example, to hire an SEO, we would look for someone who
- Knows good English
- Knows how to use Google really well (convey what you need to find using the right keywords?)
- Surfs the web and reads a lot online (ability to scan content and understand what’s between the lines real fast)
- Patience for data entry (collecting data and building lists)
The additional skills of on-page, off-page, link building and everything important to SEO could then be taught through checklists, templates and e-books. This worked our really well for us for many years.
In 2016, the marketing world has become much more complex and digital marketers must work with other departments including and not limited to traditional marketing, customer service, account managers and external agencies providing specialist services. So, what should the modern marketing team look like? It should essentially be a team of individuals, each with their own specialization and the ability to work with their skilled colleagues.
The T-shaped marketer
As the Indian digital marketing industry matures, CMOs must understand the need of hiring more T shaped marketers; highly specialized individuals in one or two skills with a broad understanding of the entire digital marketing spectrum. Look for the depth of knowledge and cross discipline of competence.
Isn’t it possible to be a jack of all trades and master of few? Marketers who understand digital marketing and specialize deep in one or two disciplines are a better hire than someone who has a broad theoretical knowledge across domains.
Sometimes it is important to take a step back from all the jargon and look at something for what it is. Who is a digital marketer? Someone who understands the audience and makes them aware about the existence of a product/service that will make their life easier? You do not advertise hot-rods on a fitness magazine, do you?!
A modern marketer needs to understand and think like his consumer. This brings unique challenges to the CMO in terms of training, KPIs and recruitment. How do you think a modern marketing team should be structured? How does it work (or not) in your organization? Sound off below!