I’m a Marketing Generalist. Through a variety of past jobs and experiences, I’ve had experience in both offline and online marketing, in both above and below the fold programs. While the last few years have been focused on e-commerce companies, even Internet companies can benefit from an offline presence.
This experience is one of the reasons why I’m such a good fit for small & medium businesses and as a consultant – I know a little about most aspects of marketing and can put together plans that maximise the often limited budget available. And since I’m familiar with most areas, I’m not going to push you down a particular path just because that’s what I’m good at.
So when don’t you want a generalist? When you already have a good marketing plan and know what you want and have a decent budget. Or put simply, when you can afford to hire the specialist to work in his area, and only his area.
If you’re going to spend $100,000 on a single advertising campaign, it certainly behooves you to hire a good advertising agency. They have the knowledge, ability and expertise to get you the best return on your money possible for that campaign.
On the other hand, if you only have $100,000 for your entire budget and need to split it across all your marketing initiatives (SEO, SEM, offline advertising, Public Relations, etc.) then a generalist might just be what you’re looking for. We won’t suck up your entire budget in one area of focus and you’ll be able to get what you need before the law of diminishing returns kick in.
Of course, concentration is also important,and we’ll cover that in another post.