Marketing used to be simple, well, as simple as it could be. Then along came digital and now artificial intelligence. There’s no evidence that technology is slowing down anytime soon, and modern marketing just keeps getting more and more complicated.
In the past, you used to be able to own your own lane. Fancy copywriting? Bids your vice? SEO calling your name? You were able to operate in somewhat of a silo. Well, not anymore!
Modern marketing has, yes, opened up more complexities, but it has also allowed for a lot more transparency in the connection between brands and customers. Your audience can engage with you on multiple levels and have more than one touchpoint with your brand at any given time. How great is that!?
But as marketers, you need to know how that journey works and where the breaks could be.
Cue Full Stack Marketing.
Let’s get this straight. A Full Stack Marketer isn’t someone who does everything. It’s someone who understands how everything works together.
Full Stack thinking is incredibly powerful for any individual in any department to learn. With a marketing lens on it, Full Stack Thinking gives you the ability to see how channels and outputs influence one another, how data flows through your stack, or even how one decision made over in human resources could create a marketing ripple across your entire system.
It’s not about being a jack-of-all-trades and master of none. It’s about being a master in your respective field, yes, but understanding how all the other fields connect and work together to influence the business you’re working for. That’s how you achieve truly great results.
You gain the ability to zoom out of your day-to-day operations and see the wider strategy of what you’re doing before you zoom back in to understand the mechanics.
With Full Stack Thinking enabled, you become invaluable to a business because you don’t operate in one silo. You know how to influence or impact the outcomes around you.
Modern marketing is quick. Hell, it’s going at lightspeed. Constantly changing user interfaces on your daily platforms, updating algorithms, and shifts in customer behaviour. If you’re a specialist in a field, you’re lucky to be up to date in that at any given moment due to how fast things move.
Full Stack Marketers take executing and turn it into operating. When you see marketers excelling in their careers quickly and think, “How do I get there?”, it’s not always that they’re the most specialised. It’s often the ones who can:
- Connect strategy to execution
- Translate data into decisions
- Understand how tools, channels and teams interact
- Spot problems before they appear downstream
It takes away the “me” thinking in marketing and focuses on the “we.” You understand that what you do, and what others do, impacts every aspect of your marketing outcomes in some way, shape or form.
Aside from everything we’ve gone over above, a Full Stack Marketer does have a specialty in their skillset. Generally speaking, Full Stack Marketers tend to be more technically proficient and data-literate in their decision-making. They are often a merger between business analysts and marketers.
Full Stack Marketers are often skilled in marketing technologies, with a great understanding of customer relationship management systems (CRM), automation platforms, analytics tools and content management systems (CMS). This gives them a greater opportunity to dive deep into audience data and make more informed, educated decisions.
This isn’t to say a Full Stack Marketer couldn’t be a specialist in paid media or content writing. This is saying that alongside their specialty, they are likely to have high technical and data proficiencies, as well as a greater understanding of business data and operations.
The most successful marketing in history is often created by a marketer who has a wider knowledge base of their customer and their brand. This can only come from being a Full Stack Marketer, as you have a greater understanding of how things work and ultimately impact one another.
If only there were a platform that taught how marketing disciplines connect and how to remove yourself from the marketing silos…
Cue Full Stack Marketer.
Full Stack Marketer is a platform dedicated to levelling up marketers and getting them to operate and engineer outcomes rather than just tasks.
Yes, having a great learning base is important, but the work does come down to you too. Think about the information you absorb on a daily basis. Is it beneficial to your career or your knowledge base? You need to start being intentional about learning and taking the initiative to learn from other disciplines.
The most interesting perspectives, ideas and opinions in one field often come from comparison or cross-analysis with another.
Train yourself to have a perpetually curious mind that looks to find the connections in your day-to-day conversations. It’s your job to take it beyond just learning and into your everyday life.
