6 ways to retain your customers during a Crisis Home Shifting shapes: What's a T-shaped marketer and how do you become one? Shifting shapes: what's a T-shaped marketer and how do you become one? It seems the industry has been talking about the changing face of marketing forever – at least since the 1960s, according to this McKinsey Quarterly article from 1966. And while the fundamentals haven’t changed much (even back then we were focused on the customer and leveraging data), today the marketing landscape couldn’t be more different than six decades ago. The pace of change has only intensified. The rise of new technology and expanding responsibilities bring new and evolving roles to the marketing profession. From a role that was once simply referred to as ‘marketing’, we can now choose from a diverse range of specialisations and career paths withing the industry – from email, social media and content to data and conversation rate optimisation. The opportunities are endless for savvy marketers. One trend that seems to be emerging from this new era of marketing, is the idea of the T-shaped marketer. Specialise, then cast your knowledge net wide While being able to specialise and master your craft has never been more important, being prepared for the future also requires that you have a broad understanding of marketing. As a recent Marketing Skills Assessment Report showed, high performing senior marketing executives are strong generalists, with a broad knowledge of all marketing capabilities. Stuart Tucker, Chief Customer Officer at hipages Group believes marketers need to build both specialist skills and a broad understanding to be successful. “Many marketers focus on how they can fulfil the technical aspects of their role, which is fine. But if you want to move on to the next role, you need to be thinking more broadly. Consider yourself as a T shaped marketer,” Stuart shared during a recent ADMA webinar. The vertical line is your specific, technical skills, while the horizontal line represents broader skills, including strategic problem solving, storytelling, presentation skills, insight generation, and more. “This way, you will be better prepared to outside your current role and be more marketable within your organisation – and beyond,” says Stuart. Taking on a new shape: from 'I' to 'T' One of the most important things you can do as a marketer today – no matter your shape – is to continue to learn. Because if you stand still, you will fall behind. What’s relevant today, might not be tomorrow. So you need to continually developing yourself to differentiate yourself developmentally and competitively. There are many ways you can start developing a broader understanding of marketing today. Consider making a lateral career move. It can give you a broader perspective and insight into other parts of marketing you might not be familiar with. Seek out mentorship opportunities with senior leaders within or outside your organisation. Mentors can help you think more strategically about your career and give you hands-on skills to get you where you want to be. And enol in structured learning opportunities, such as marketing courses to help fill any in technical or strategic skills gaps to be successful now and in the future. ADMA’s refreshed, highly acclaimed Digital Marketing Certificate not only helps you master all the skills you need to be an expert digital marketer, it also gives you access to some of Australia’s top CMOs, through practical guest lectures. If you’re not sure where your skills gaps are, uncover them with ADMA’s Marketing Skills Assessment. The quick, 30-minute online assessment gives you a 360-degree view of your capabilities and skills – and helps you identify areas you can develop to give you a unique competitive advantage. Learn more about the ADMA Skills Assessment in the insightful webinar: The Great Marketing Education., featuring a discussion with leading CMOs and the role upskilling marketing teams has played in their organisations. Watch the recording.