I read a post just the other day about whether a web marketing team should be wide or deep: Wide being the jack of all trades, master of none, and deep being where each strategist is a master at the one thing but useless when it comes to everything else.
My thought on that is you need to build a deep team that has an understanding of the wide. Someone who only knows social media is good so long as social media is the only thing required. But when other areas of web marketing come into play (say content or analytics), the social strategist must have enough knowledge to be able to work seamlessly with the other strategists. And those strategists need to have enough knowledge to do the same with the social team.
In the end, good digital marketing requires a full team of deep strategists. And that team must be able to strategize together for the greater good of the marketing campaign. Each piece of web marketing provides good benefits, but rarely will any one provide a great benefit on its own.
You can’t be successful in digital marketing by focusing on one area, or, therefore by relying on just one person. The days of the solo web marketer are pretty much gone. Any consultant you hire to handle your entire web marketing campaign will undoubtedly be hiring his own consultants to fill in where his experience leaves off. If he’s not, you’re going to be missing some key expertise needed to see your business succeed.
In web marketing you have a lot of instruments in play. One person playing them all doesn’t make for a great concert!