Marieta has no idea how to use Photoshop or Adobe InDesign. Nor does she know how to work with CSS, HTML and the like.
Yet, within Super Savvy Business, she is appointed as a project manager, digital marketing expert and copywriter. Yes, she juggles many hats.
She’s a good project manager without knowing how to use all these digital marketing tools.
Unfortunately, as I am looking at digital marketing job announcements, I see companies asking for a “know-it-all” specialist. This ideal candidate is required to easily work with a variety of tools, possess in-depth knowledge about all things digital, and deliver exceptional results. I’m talking requirements that often have nothing to do with one another: Photoshop and SEO, HTML/CSS and copywriting…
Had I asked Marieta to deal with management, copywriting, social media, email, graphics, videos, programming, and photoshoots she’d probably be long gone from the company by now.
Imagine you are looking for a digital marketing guru and expect them to be an expert in all things related to the field. You are faced with two scenarios:
- A work day only has 8 hours, so the person may be versed in everything that has to do with digital marketing but will definitely lack the time to do it.
- The “know-it-all” employee will indeed have some knowledge in each of the tools you require them to work with. But they will never excel in any domain because they only know bits and pieces of all these technologies.
It is OK to not know stuff. It is not OK to pretend others should.
So when it comes to your brand’s digital marketing, you shouldn’t expect to hire one person in-house to manage it all. Alternatively, you can get access to a hybrid service that combines the in-house presence of a digital marketing expert with the efficiency of working with an entire team of specialists.
It is called the Digital Marketing Concierge, and it’s already bringing results to big Australian brands.