Understanding the benefits of a T-shaped marketing approach and how you can use expertise from various digital fields to keep up with this constantly changing landscape is essential.
Digital disruption is causing unprecedented levels of trouble in the marketing industry. Artificial intelligence (AI) is taking on more marketing duties and raising fears that marketing jobs may become obsolete.
This is not the case. Only sometime soon, at least. The ability to adopt new technologies quickly and to implement marketing experiments on your own can be the difference between success or being made redundant. Here’s where T-shaped marketing comes in.
T-shaped marketers, by nature, are self-starters and doers. They don’t limit themselves to their area of expertise but instead seek to gain an understanding of all aspects of digital marketing.
It can be very beneficial to build a team of T-shaped marketers. This will help everyone understand the big picture and fill in knowledge gaps. Look at what being a T-shaped marketer can do for you and your business.
The benefits of being a T-shaped marketer
Generalists can do many things but excel at none. I-shaped marketing is a specialist in a single area. They have carved out their niche in one space. The T-shaped marketer is skilled in many marketing aspects but an expert in just one.
It is easy to say that T-shaped marketing fits well in environments with high-speed, agile cultures and startups. Here’s why:
Cross-Disciplinary KnowledgeThe T-shaped marketer can identify collaboration opportunities with teams from multiple disciplines, such as Content marketing for lead generation or social media for Community building. This can result in more efficient teamwork and lower marketing costs.
A T-shaped marketer conversing in digital and traditional marketing could use a digital campaign to complement an extensive print campaign.
Additionally, T-shaped marketing helps companies manage their workloads and prevents them from having to hire separate full-time marketers. They can also allocate resources and understand how marketing elements work together.
Ability to work in any industry
The majority of marketing activities or initiatives are not industry specific. A T-shaped marketing professional can easily handle various tasks within any sector or company. You can quickly pivot to fit into a different market, industry, or technology without compromising the quality of your service.
Companies are also looking for marketing professionals with a flexible approach who can offer new perspectives and produce results in any industry.
You can also meet these demands with the versatility you gain from being a T-shaped marketer. Your skills can open many doors for you.
Improved Chances of Getting Hired
Companies hire based on skills and not roles. According to 64% of experts, skill testing is crucial in hiring the best candidate. This is much more important than traditional hiring methods.
The same goes for having skills that apply to different fields. This increases your employability. No matter how competitive the job market is, you will be able to land your dream job as a T-shaped marketing specialist.
Developing high-value soft skills
You can boost your career prospects by becoming a T-shaped marketing professional. You must wear many hats at once if you want to handle multiple responsibilities while working in different departments.
You can therefore build up a solid stack of soft skills that are applicable in any industry.
You can learn to become a leader, collaborator, critical thinker, and a great negotiator. You also learn how to quickly adapt to changes in technology, customer behavior, and market trends.
It’s like putting round pegs in round holes. They fit perfectly. Let’s take a look at the benefits of having such perfect-fit players on your team.
Valued Assets for Any Company
They are a valuable asset to any business because of their experience and blend of technical and soft skills. Also known as marketing demigods, they are capable of taking marketing frameworks from zero to 100.
Who would consider someone who can do everything well and is a good communicator as a liability when they are so competent? They need to be more knowledgeable of the competitive edge. T-shaped marketers provide or improve at managing their human resources.
Digital Strategy: A Complete Overview
T-shaped marketing provides a comprehensive, integrated approach to digital strategies. From sales to Customer Relationship Management and analytics.
A T-shaped marketer who has experience in UX, CRO, and marketing could offer a unique perspective comparing self-reported marketing attribution vs. traditional attribution for different touchpoints. This can help you understand the customer journey better and invest in channels that deliver results.
The T-shaped marketer also brings a data-driven strategy, evaluating the effectiveness of campaigns on the go and making informed decisions by running small-scale tests.
Find creative solutions to problems.
Because they have been exposed to different marketing fields and are familiar with them, T-shaped marketers can be great thinkers. They can offer solutions to problems when they occur.
They can also identify marketing flaws that may threaten a company’s growth.
Ability to deliver well-rounded results
The T-shaped marketer is a versatile marketing expert. They can look beyond their expertise and consider the larger picture when developing marketing strategies.
They also consider external factors and how to succeed in a competitive environment.
Experienced Collaborators
The T-shaped marketer can help colleagues in different departments and take on more minor responsibilities while maintaining focus on the goals of the business.
They can adapt their strategies and approach based on feedback and input from others. They are also open to new ideas and willing to collaborate with others in order to find the best possible solution.
Organizational Integration
Today, everything is multi-channel. Thankfully, T-shaped marketers can integrate multiple organizational functions–such as branding, product development, and customer relationship–leading to better marketing results.
They help to integrate the organization by achieving synergy among different departments. They do this by creating clear communication channels and cohesive marketing strategies.
Teamwork is more effective
In today’s world of business, working in silos has become obsolete. The presence of T-shaped marketing professionals in your company can foster teamwork and help achieve goals faster.
T-shaped marketers are also able to mentor and share knowledge with their team members. This will help build a more knowledgeable, stronger marketing team.