It’s 2017 and digital marketers are busy working towards creating innovative strategies to pave their way towards success. This means they wear different hats and look at the full spectrum of digital marketing that involves everything, from design and development to coding and optimization. This form of new-age marketing is better known as ‘full-stack marketing.’
Full-stack marketing is more of a mindset, rather than a marketing jargon. With this concept becoming increasingly popular in the digital marketing landscape, marketers will find new opportunities to grow and develop.
What is Full-Stack Marketing?
The term was first coined by Marcelo Calbucci and Morgan Brown and has been derived from the term ‘full stack developers.’ Full stack developers are people with knowledge of the various aspects of Web/software development. Similar to full-stack developers, full-stack marketers can handle a range of marketing disciplines such as SEO, UX, design, copywriting, and digital marketing. Unlike traditional marketers, full-stack marketers are multi-skilled, which is why they can be found editing PSDs at one moment, engaging in social media marketing in the next, and following it up with writing a blog post.
This means full-stack marketers push boundaries on a regular basis with the intent of learning and adapting to new technologies, techniques, and trends. It is this characteristic of full-stack marketers that drives growth for the companies they work for.
Typically, startups tend to employ full-stack marketers as they aim to grow at an enormous speed, despite their limited capacity to employ specialized resources. Even though the demand for full-stack marketers is high, finding one may be difficult as not many can manage the various facets of digital marketing independently.
Some of the skills required to become a full-stack marketer include:
- Social media marketing
- App store marketing
- Affiliate marketing
- Video marketing
- Email marketing
- Lead generation
- Customer service, and more
How Can Full-Stack Marketing Help Businesses Grow
Digital marketing has evolved immensely over the years. In order to succeed, marketers need to analyze every instant of the customer journey, take notice of the interesting moments, and create an amazing experience for customers based on the insights they gain from the analysis of customer behaviors. This means they have to handle different aspects of marketing single-handedly.
Full-stack marketers are the best fit for start-ups and small companies that are in need of people with broad skills rather than specific ones. The benefits of employing full-stack marketers are:
1. Quicker Development
Full-stack marketers ensure a quicker development process, since the need to communicate and coordinate between several teams vanishes. In traditional marketing, the marketer is required to communicate with the design team, UX team, programmers, as well as his own team mates to ensure the timely completion of the project. But, because a full-stack marketer takes care of all these aspects single-handedly, a lot of time is saved.
2. Increase in Sales and Revenue
Effective communication and performance analysis are crucial to increasing sales and revenue for a business. In order to help customers make quick purchase decisions, marketers need to understand the products, their usability, and communicate with the targeted audience accordingly. This is achieved through a number of multi-channel strategies, but not all of them work successfully. Hence, marketers need to work out better solutions to ensure better outcomes. Full-stack marketers know about the various forms of communication – email, social media, blogging and others, therefore they can easily communicate with the potential customers and influence their purchase decisions.
A full-stack marketer is also an analytics specialist. He can study customer behavior at a micro level using various analytics, and create strategies to make things work. High-level engagement with customers across various devices, at the right place and right time means more qualified leads and increased sales/revenue.
3. Reduced Operational Costs
In order to flourish, businesses need to look for ways to reduce operational costs and this is where full-stack marketers can help immensely. Agility is the secret to success in today’s economy, and full-stack marketers have natural entrepreneurial characteristics along with the urge to take responsibility. They can see a project through from start to finish without assistance. Therefore, the need to hire several professionals with specific skills reduces. This leads to lower operational costs.
The idea of becoming a full-stack marketer and juggling several tasks at once seems to be difficult, but with the right mindset, marketers can manage this without trouble. People may argue that a specialist (in a specific discipline) is more helpful for an organization, but when it comes to start-ups, hiring multi-skilled employees makes more sense. This is because start-ups can hardly afford a specialized marketing team. At the same time, initial marketing tactics and early traction is crucial in order to grow. Full-stack marketing is here to stay and full-stack marketers will continue to make a difference for start-ups.
Feature Image Credit: Pixabay/Maialisa-905513