I know right! That’s a question I get all the time when I tell people what I do for a living. “We were just about getting used to the whole growth hacker fiasco and now you throw a whole new term!” they say.
Don’t blame me…. marketers love throwing around fancy terms to make people curious. It’s a psychological tactic that has been used in marketing campaigns since forever.
At the core of it, marketing never changes – there is only one holy grail of marketing – get more customers! That’s our job and that’s what clients care about.
So, what has changed?
TLDR; The way people shop has changed.
According to some digital marketing experts, millennials could be getting exposed to around 10,000 ads every day.
From the time you wake up in the morning and check your phone to the time you go to bed, you are continuously seeing ads and subconsciously making buying decisions. Don’t believe me?
Checked your email? Liked a photo on Instagram? Watched a YouTube video? Searched something on Google? Listened to a podcast? If you did any of this, you subconsciously made buying decisions.
Now, one might think that since there are so many new channels popping up to get exposure and reach the customer, marketing should get easier.
Not so easy! Buyers are evolving even faster than technology and now we are learning that every buyer has a unique way of interacting and responding to marketing. In fact, most buyers need multiple interactions with a brand before they buy anything.
For example, Jina decides to buy a new phone. On her journey to decide which phone she buys, she will encounter all kinds of ads.
- She may do a google search “best phones in 2018” and see some search ads
- She may look up some hashtags on social media to see what kind of pictures the phones take
- She may watch some YouTube videos with influencers sharing their favorite phones
- She may go to Amazon and look up phones with the best reviews
You get the point!
At the end of the day, she will not just buy a phone based on one ad she saw or one article that she read. She will eventually end up with a brand that kept coming back to her from every channel she used to do her research.
To sum it up, marketing is now all about a more holistic 360-degree approach, where you now create an ecosystem of your brand around the customer rather than just create random encounters via different channels.
How does full stack marketing fit with this change?
Like you saw in Jina’s example, to get the attention of these highly evolved buyers, marketers need to understand every interaction they make with customers and explore every channel possible to influence them.
This is where a full stack marketer comes in.
Old school marketing teams
According to conventional marketing roles, somebody who runs email campaign was an email marketer, who runs ads was advertising manager, then there was SEO, social media manager and so on.
Each of them worked in their own silos, barely shared any information and fought for getting credit.
Marketing teams now need to be much more synergized with each other. The kind of data and tools we have now allow us to be much more intelligent in sharing information across each channel and carry the same message throughout.
A full stack marketer solves the issue by not getting defined by the conventional boundaries. They work across all of these channels and are responsible for creating and executing a holistic strategy combining all the channels.
The Lean Startup Movement
Another important development in the startup world is underway in the form of the “Lean Startup” which was initially introduced for developing products in an iterative fashion to reduce wastefulness of resources and moving products to market faster. But now it is catching on to all aspects of a business in the form of “reducing fluff”.
This goes hand in hand with the idea of a full stack marketer and works perfectly for smaller lean startups because 1 person can take care of the entire marketing department and they don’t have to end getting exploited by agencies or spending a fortune on a full team.
Some of the things you can expect from a full stack marketer
There are no rules set in stone and varies from business to business, but if you are looking to hire a full stack marketer, SEO, SEM, Content marketing, and Analytics are some of the must-have skills.
Here is a pretty cool infographic that discusses this topic.
Full stack marketing is not just a tad it is the need of the hour.
I am planning to share a lot more information on this growing trend, my own experience and journey as a full stack marketer and a whole lot of helpful resources, so stay tuned.