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Hybrid Marketing Professionals [Infographic]

Hybrid Marketing Professionals [Infographic]
Timothius Martin
  • On December 13, 2013

Modern Marketing Concepts

The marketing landscape has radically changed in the past few years, thanks to the advancement of digital technologies, especially the internet. Long gone are the old ways of ‘shoot and hope’ marketing campaigns that rely heavily on creativity over execution. There was a time when you could build a successful brand in a saturated market just by running a catchy mass-media advertising with a bank-breaking budget to create instant awareness.

Today, however, it’s a whole different ball game. Times have changed, technologies have significantly advanced, and most importantly, people now think and do stuff differently. The sooner a company accept this fact, the better their chances to stay competitive and relevant in the ever increasing digital era. Companies are in a race to adapt to the modern marketing concepts. They’re aggressively looking for fresh minds in the job market that can inject that modern marketing culture and refresh their overall marketing approach.

Employers are Looking for Modern Marketing Professionals

If you’re recently active in the job market looking for a marketing role, you’d probably have noticed that many employers are not trying to blur the line between traditional (or general) marketing roles and digital (or online) marketing roles. For instance, if they’re advertising a general marketing role such as Marketing Executive or Brand Marketing Assistant, they’d still put digital marketing knowledge on their check list of ideal candidate. The same goes for digital marketing roles. Companies would prefer applicants with good knowledge and expertise in both worlds. Therefore, what they’re really looking for is essentially a hybrid form of marketing professional – and today, this has become the standard for most marketing roles advertised. In other words, just like the companies, as a marketer, you also need to adapt to the changes in order to be competitive in the job market.

Below are a few tips on how to become a modern marketer that most companies nowadays are looking for. If you’re an employer, the following discussion points can help you in finding the right candidates to help the company switch into a more modern marketing practice.

1. Traditional Marketing vs Digital Marketing

This is the most common mistake that many marketing graduates or even professionals are doing. Modern marketing is not about choosing which side of marketing you want to be good at, but it’s understanding the best of both worlds to maximize the marketing efforts. Don’t be fooled by the digital marketing hype, traditional marketing has not been replaced (yet) by online marketing – Yes, some of traditional tools like phone book advertising might be nearly obsolete, but it doesn’t mean that all print or outdoor ads are no longer effective. Modern marketers use digital platform as an extension to their traditional marketing campaign efforts. For example, you can put a QR or NFC technology onto a print ad to encourage readers to visit your online store and make a purchase at discounted price. Or, you can add a Twitter hashtag message onto your billboard ad to get people to talk about your products online. 

Don’t wait for an advertising agency to lecture you about it. As a marketer, you should master this cross-platform advertising yourself and build an effective integrated marketing campaign for the company. Even when you have to outsource the campaign, it’s always better to have a clear picture on what your company is trying to communicate to the world to ensure uniformity with your brand identity.

2. Professional Digital Footprint

Every year, millions of bright minds graduated from top universities with Business or Marketing degree to compete in the job market. On top of that, there are ‘lost graduates’ who have other, irrelevant degrees, and suddenly decided to jump ship into marketing. Yes, they will have the same, or even more chances depending on the job sector to secure the job that you’re looking for.

Resume or CV is the one and only sales tool you have when applying for jobs – Good news and bad news. Bad news: everyone has one and you only have a split second to impress your employers. Good news: you can make yours different and better! If you’re applying for a marketing role, especially online related role, there is simply no better way to convince them that you are a modern marketer through professional digital footprint. Yes, it means online resume. With today’s technology, even the most technically challenged people can build their own resume online in a form of a simple website. There are loads of free tools out there on the Internet that you can use, such as:,, or

Here are a couple of live examples of professional online resume: Timothius Martin Online Resume and Yubin Kim Online Resume.

To create a complete digital footprint, you should also include your main social media accounts on your online resume (i.e. Facebook, Twitter, Google+, and Linkedin). Yes, this means no more embarrassing drunken night out photos. At least, set the privacy setting correctly.

After you created one, make sure to add call-to-actions onto your traditional paper resume to encourage people to check out your online resume – for example: you can put something like ‘Find out more about me on:’ on the footer area of your paper resume. Think about paper resume as a print ad, and try take advantage of digital technologies like website or social media as an extension of your ad. Practice both worlds of marketing to sell yourself.

Note: even if you’re applying for a role that is not related to marketing or social media job whatsoever, online resume is still a very powerful tool to wow your employers.

3. Part Scientist Part Artist

To be a modern marketer, you’ve got to summon yourself to become part scientist – part artist. In other words, you should balance the work of your right brain (creative side) and your left brain (logical side). In the old days, professional marketers can get away by mastering only one side of their brain. Today, if you want to be a marketing prodigy, you have to be good at both.

This means that creative ideas alone are no longer sufficient to successfully build a brand. Technologies today allow you to accurately target your audience and track the effectiveness of your campaign. Website and social media marketing tools such as Google Analytics, Google Adwords, Facebook Advert are just a few examples of powerful tools that you can use to help marketers execute their marketing plan. In addition, there are tons of websites out there that offer valuable insights from both academic and commercial marketing research that will surely help target the right audience with the right message. Knowing where to be, what to communicate, and how to communicate it is the ultimate combination that makes today’s successful marketing campaigns. This interesting infographic made by the Sales Force team shows what a modern marketer looks like. Check it out!

Hybrid Marketing Professionals


  1. Natalie Naik

    This was a really great insight on digital marketing, thanks for sharing!
    I especially liked the part scientist part artist infographic, it’s true there are so many varied skills you need.

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