Digital specialists are becoming less relevant as businesses increasingly turn to ‘generalist’ marketers who can work across all channels, a panel of senior marketers has
said. Speaking at the Adobe Digital Marketing Symposium in London today (16 October), Abode’s EMEA marketing director John Watton suggested that digital skills are now central
to all roles and that marketers should offer a rounded “blend” of skills. “We need more generalists who can look across the channels and drive the right mix for whatever we’re
trying to do,” he said.
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