The New Era of Marketing

Hybrid Marketing

Broad Definition:

• Hybrid marketing tries to bridge the gaps among marketing channels.

• Hybrid Marketing seeks to provide a consistent business identity across traditional marketing channels.• TV and print, and online channels, such as websites

and social media outlets.

What is “Hybrid Marketing”?

Modern marketing departments require hybrid professionals that can perform across multiple disciplines

• Today’s prototype marketers are highly proficient writers, analytical and tech savvy, with strong competencies in business, IT and human behavior.• Email, mobile, analytics, social networking, web,

search and content.

The Rise of Hybrid Professionals

• Hybrid professionals are trained to deliver multiple services across search, mobile, social, content, analytics, web, PR, and email marketing.

• They provide integrated solutions that used to require multiple agencies and consultants.

Value of Hybrid Professionals

Jack-of-All-Trades or a Master of Just One?

• Generalists – “Hybrids”: • Generalists typically have a great breadth of knowledge and the

agility of a cheetah, which is essential in our innovation-driven economy.

• Specialists: • Specialists, on the other hand, have more depth of knowledge,

which helps them standout from a pack.

Generalists vs. Specialists

Is it better to focus your energy on 1 single discipline, or is it better served by acquiring a diverse skillset?

• Generalists – “Hybrids”: • Generalists can market themselves to a broader job market.

• “One of the most valuable things anyone can offer is perspective”

• “Especially if that perspective is grounded in a broad, multifaceted understanding of fundamental issues and general trends.”

• Specialists: • Specialists become blinded by their own area of expertise & can’t

spot new opportunities or, worse they can’t anticipate the slow demise of their own niche,” (Paul Boag, co-founder of web design agency Headscape in Smashing Magazine.)

Generalists vs. Specialists

If you can make yourself invaluable by specializing in a given area and bring a big-picture mindset to the table, then you’ve got it made in the shade!

• Generalists – “Hybrids”: • The generalist carries the burden of showcasing his/her level of

expertise and goals.

• The specialist’s burden, on the other hand, is to maintain a generalist mindset and stay relevant in an ever-changing job market.

• Specialists: • Specialists have a major upper hand.

• You can look at a specialist’s resume and easily know exactly what he/she will bring to the table.

The Key to Success

“Jack of All Trades” or “Master of One”?

• Only YOU know what you are & what your worth is?

• It’s up to YOU to make yourself a wanted commodity • Is it better to be GREAT at just one thing?• Or is it better to be GOOD at a lot of things?

So What are You?