Full-Stack Marketing skills seem vague, complex or are simply misunderstood. Most companies don’t have Full-Stack marketers on their staff. Small companies which need Full-Stack Marketing are not able to attract or make full use of one. Large companies use technical or senior marketers to fill in the role. This condition is similar to the Full-Stack developer ten years ago. A specialist in certain coding skill started taking on new task and eventually could do everything a website needed. Full-Stack Marketers are usually capable with technical and business skills. They are usually highly experienced, with at least ten years in their field. Usually they come from one digital marketing discipline (i.e. content, advertising, free promotion, copyrighting, or planning). Then they take on more tasks which are different than their specialty. Situation where a small business (could be one product or feature in a large company) needs a site (content, design), promotion (free or paid advertising, and business integration (CRM, sales tools). This situation is true with every product with digital presence. Let’s look at some skills popular in full-stack marketers:
1. Design Funnels, Campaigns and Market Research: produce complete small marketing system and business intelligence for management.
2. Develop strategy and tactics based on internal and external measures: analyze and synthesize actionable business plans.
3. Design, test, implement and analyze (report) on new marketing strategies: test business strategies.
4. Prototype, test, analyze and deploy new marketing messages (product, market driven): create new product features, benefits and uses.
5. Move traditional marketing & sales to the digital domain (digital transformation): digital transformation. Critical in most traditional businesses with the need to modernize.
7. Develop digital business cases, models & plans (for non-digital businesses): create new models to use in today’s evolving digital landscape (both new formats and audience preference).
8. Train, teach and help marketers and sales professionals (support digital work): build skills in all the organization. Assure ability to use and benefit from digital marketing.
9. Validate complete digital marketing ideas (prototype projects quickly): create actual digital content and assets in order to create new messages, funnels, offers and content.
10. Develop digital products (to support physical products and services): write, publish and promote content from writing and video, to messages and conversations.
11. Analyze and explain complete competitive digital marketing operations. Develop intelligence for management to act upon.
12. Duplicate other (competitor, complement) digital marketing operations. Keep up with new trends and ability of competitors. This is critical in competitive market sectors.