Overview

Why I write a Full-Stack Marketing blog? Full-Stack Marketing is a niche specialty (sub-sector) of digital marketing. Essentially adapting the internet Full-Stack developer (technical) definition to digital marketing. The idea of one digital marketer designing, building and running a complete marketing operation is about ten years in the making (started around 2010/2012). When hiring a digital marketer or looking for a job, you will find many more content marketing, PPC, SEO, and blogging listings than Full-Stack listings.

This blog is a demo and information example. If you want this kind of site, please get in touch. If you want other services such as:

  • Funnels (with Hubspot)
  • Content (blog, site, product)
  • SEO (content on influencer properties)
  • Promotion (paid or social media content)
  • PPC (key word search, AdWords configuration)
  • Landing pages, content for campaigns…

Whatever a small startup needs to get started all the way to adding marketing to a new feature, my experience has covered these aspects of digital marketing. My work covers startups from zero to large marketing departments with hundreds of content pages. This enables me to help companies with just an idea all the way to ones with complex products. I work as a freelancer or a full-time employee.

I Call it Full-Stack Marketing

In most job search listing sites, from LinkedIn, Indeed, career builder or monster Full-Stack Marketing is not even a search category. Yet today’s digital marketing work, especially in projects (campaigns, social media promotions, mailing list creation) and integrated formats requires knowledge of more than one specialty area. To me starting out as a solo blogger and gradually working with large internet product teams, Full-Stack Marketing makes sense. It does not make sense to most middle management and CxOs. This is simply because they don’t have exposure.

Jetpack

Theory and Academic Learning

My first few years I started with writing theory and management articles (in blogs). I felt the need to explain traditional business and marketing basics of digital work. That came from imitation of academic learning, essentially the . Unfortunately today’s needs are too immediate and critical. Immediate in the need to get digital communication up and running, and going continuously. Critical in consumer preference and competitive pressure. Slowly this is approach turned into more practical hands-on descriptions.

Digital marketing is talked about in blogs, described in books and reported in mainstream media. There is some social media activity, but not as popular as discrete specialty professions. Theoretically, Full-Stack Marketing is the integration and operation of complete systems. A full funnel with sources, qualification steps (customer journey) and final closing (offer) is a system many use today. The same goes for large content marketing operation when information, product descriptions (features) and sales offers support a business. Essentially we are all somewhat “Full-Stack” in today’s digital business world. But without Full-Stack knowledge and experience strategies, tactics and operations are hard to define and manage. Some marketing and business training programs cover this world, but for the most part you will need to build your own academic program if you are in that setting. Full-Stack Marketing falls into the classic problem of leaving college or graduate school without enough knowledge and experience to work effectively in the real world.

Reading and Writing about Digital Marketing

This blog is about complete marketing systems. There are many aspects in today’s marketing systems which come from other systems (technology, promotion), my experience is with blogs, websites for products (software, communication) and lately social-media networking and promotion. Reading about complete marketing operations (or systems) is not easy. Not many people write about a complete funnel or content systems from the business point of view. Even less write about the work itself and how to deal with tactical and strategic issues. Even fewer talk about careers and management’s role in building Full-Stack Marketing departments. When you look at the technical equivalent, there are a few books and many blogs dealing with just about everything related to building a Full-Stack WordPress site. There are many books which will enable you to build a site in frameworks (Angular, Javascript), and you can fill in the holes when the information is missing, not so for marketing.

That said, I suggest reading sources blogs and product use (applications, use cases, case studies) of products (i.e. platforms). If you are going to work with big suppliers like Google, Facebook, Salesforce or LinkedIn, there are many articles and how-to sources on integrating, optimizing and business information. If you are building a new system and integrating components which are not common, you will need to find information from the component suppliers or from integrators.

Finally comes the business related reading. Unfortunately if you are at the leading edge of Full-Stack Marketing the traditional business publications are not going to help. But they are useful to bring your technology and business knowledge to the mainstream business world. Reading anything from business publications (Forbes, Wall Street Journal) to academic publications (Harvard Business Review) will get you exposure to the business side of technology. These publications are critical when you are talking to the investors and business customers of your work. Here is the big departure from purely marketing and technology single product specialists. Business people want to know how you make a full system work with their goals. They will want to see the strategic and tactical advantages. They want to see a real competitive advantage both in combating competitors and attracting market (customer) attention. Here you will need to the language, standard terms and business perspective.