We all know the familiar quote by William Shakespear that says, “Jack of all trades, master of none, though oftentimes better than master of one.” This is exactly the point. A ‘jack of all marketing trades’ is sometimes better than having an individual with a single speciality.

Full stack marketing is a term that refers to the entire collection of tools and knowledge that make it possible for marketers to do their jobs. This includes both traditional and digital methods and covers both above the line and below the line techniques.

So what does someone in this profession do and what are the benefits? media update’s Maryna Steyn is here to dig a little deeper.

What does a full stack marketer do?

If you are a full stack marketer — or aiming to be one — you need to have knowledge about aspects such as:
  • social media
  • content marketing
  • analytics
  • branding
  • SEO
  • publicity
  • storytelling, and
  • mobile marketing.
Many more aspects can be added to this list, as well as many soft skills like big-picture thinking and being a team player. This person should get that it’s all about the brand as a whole, right?

But on top of the long list of proficiencies that a full stack marketer needs, some individuals can choose to specialise in a particular field.

For example, you can be knowledgeable in writing for SEO and be skilled in social media marketing, yet be a specialist in brand storytelling. This is useful because being a storyteller encompasses so much more than just writing and social media, but they are key areas of knowledge that a marketer needs in that particular area.

The different layers of the marketing stack

Remember what we said about the burger? The marketing stack can also be divided into the different ‘ingredients’ like the tomato, lettuce, cheese, patty (or vegan patty for all our vegetarian friends) and buns. Let’s take a quick look at some of the most commonly known marketing layers:
  • Data analysis: This function is important for reporting back on marketing results. Analysing data to understand marketing trends and knowing what future directions to take.
  • Business development: Think partnerships. Relationship building with other businesses is key in marketing. This may be in the form of suppliers or brands to contact or work with.
  • Digital design and web development: Design and web design skills are necessary to help with content creation. It also helps to have knowledge on HTML and CSS because a brand’s website is the life blood of lead generation.
  • Product marketing: This is what the general public thinks about when they hear the term ‘marketing’. This relates to brand positioning, messaging, pricing and product.
  • Writing and editing: As a marketer, you need this skill. This is because areas such as writing corporate blogs, white papers and other forms of content all form part of marketing.

Benefits of full stack marketing

One of the main reasons why brands are gravitating towards marketers with the entire stack in their arsenal is because they need flexible and adaptable tactics. What better way to achieve this goal than having an agile marketing strategy with a well rounded team.

Smaller brands can find that it's better to have a small team of full-stack marketers who can collaborate on a variety of products, instead of having multiple specialists on the payroll. In this way, brands can contract big agencies who have a crew of specialists that can focus on specific campaigns and projects.

This means that it’s more cost effective to employ a full stack marketer and at the same time small brands can have the best of both worlds.

Do you prefer to work with a full stack marketer or individual specialists? Let us know in the comments below.

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Now that you know what a full stack marketer is, are you keen to find out more about How to prepare for a career in marketing? Read all about it in our article.
*Image courtesy of Canva