The document discusses hybrid marketing, which aims to provide consistent branding across traditional and digital marketing channels. It describes how modern marketing requires hybrid professionals with skills across multiple areas like writing, analytics, technology, and human behavior. These hybrid professionals can deliver integrated marketing solutions across various channels instead of requiring separate agencies. The document debates whether it is better to specialize in one area or have a diverse generalist skillset, concluding that success depends on either specializing while maintaining a big-picture view, or showcasing expertise as a generalist in an evolving market.

1. The New Era of Marketing
Hybrid Marketing

2. 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”?

3. 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

4. • 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

5. 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

6. 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

7. 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

8. “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?