Bridging the Gap in Marketing Talent: Traditional vs. Digital Marketers

In today’s fast-evolving marketing landscape, businesses face a distinct challenge: finding well-rounded marketing talent that bridges both traditional and digital expertise. There exists a talent gap between two key groups—seasoned traditional marketers with deep strategic experience but limited digital know-how and younger digital specialists who excel in online platforms but lack broader business acumen. Understanding this divide and finding ways to bridge it can be the key to building a successful marketing team.

Types of Marketing Talent that You Might Come Across While Hiring

The Traditional Marketer

These professionals have built their careers on fundamental marketing principles, often developing expertise over decades. They are masters of brand strategy, consumer psychology, and multi-channel campaigns. Their strengths include:

• Deep Marketing Strategy Experience: Years of experience in developing and executing high-level marketing plans.
• Customer Insights & Audience Understanding: A strong grasp of market research, customer behaviour, and brand positioning.
• Big-Picture Thinking: An ability to align marketing efforts with broader business objectives.
• Traditional Channels Mastery: Proficiency in TV, radio, print, direct mail, and PR.

However, many traditional marketers have had to adapt to the rise of digital marketing, sometimes struggling to keep up with new tools and platforms. As they grew in their traditional careers the higher up they moved, the less likely they were to get their hands dirty and spend time in digital platforms.

The Digital Native Marketer

This new wave of marketing professionals has grown up in the digital age, focusing on online channels, performance marketing, and data-driven strategies. Their strengths include:

• Technical Proficiency: Mastery of social media, Google Ads, SEO, email automation, and analytics.
• Agility & Speed: Ability to quickly adapt to the latest trends and platform updates.
• Data-Driven Approach: Expertise in tracking performance metrics and optimising campaigns for ROI.
• Content Creation & Engagement: Skilled in generating social content, influencer collaborations, and community building.

Despite their digital prowess, many of these marketers lack high-level strategic thinking and business foresight, making it difficult for them to align digital tactics with long-term company goals.

The Challenge for SMEs and Start Ups: Finding the All-Rounder Marketer

Ideally, businesses would build teams that include both traditional strategists and digital execution specialists, leveraging their combined strengths. However, budget constraints often mean companies can only afford one key hire, making it difficult to find that all-in-one marketer who possesses both deep strategic expertise and digital fluency.

This talent gap has fueled the rise of digital marketing agencies, which offer access to a full spectrum of skills. While agencies can be an effective solution, in-house marketing leaders must still possess a well-rounded understanding of both traditional and digital approaches to maximise their impact.

Bridging the Gap: The Way Forward

For businesses and marketing professionals looking to close this gap, here are some key strategies:

1. Continuous Learning & Upskilling: Traditional marketers should invest in digital training, while digital natives should work on strategic thinking and business acumen.
2. Develop Business Skills: If you are a fully remote worker, I would try to get as much time in an office environment or around your peers. Join a local business group, attend conferences or find a mentor. Business acumen is developed from learning from what goes on around you in a business environment.
3. Hybrid Hiring Approach: Look for candidates with cross-functional experience, or consider contract roles to supplement missing skills.
4. Mentorship & Collaboration: Pairing traditional marketers with digital specialists in mentorship programs can help transfer knowledge and create well-rounded teams.
5. Leveraging Agencies & Consultants: When hiring the perfect in-house candidate isn’t feasible, businesses can turn to agencies or marketing consultants for expertise.

Conclusion

The marketing talent gap is real, but it’s not insurmountable. Businesses that recognise the strengths and weaknesses of both traditional and digital marketers—and find ways to integrate or upskill talent—will gain a competitive edge. Whether through smart hiring, professional development, or strategic partnerships, bridging this gap is essential for success in today’s complex marketing landscape.

‍