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Tools of the T-Shaped Marketer

Keegen Knapp
Keegen Knapp
2 min read

What is a T-shaped marketer and what marketing tools do they use for the best results for your business?

A T-shaped marketer has expertise in a selection of digital marketing strategies. They have a broad knowledge of a number of strategies enabling them to offer a variety of services (the horizontal part of the “T”). However, they specialize in a couple of strategies for which they have in-depth knowledge (the vertical part of the “T”).

But which marketing tools are used in these strategies? Read on to find out which tools T-shaped marketers use for marketing success.

Tools of the T-Shaped Marketer
Infographic: Tools of the T-shaped Marketer

Content Marketing

  • Creates and distributes valuable, relevant, and consistent content
  • Blogs, articles, videos, podcasts, photos, infographics, etc.
  • Establishes expertise, promotes brand awareness, and keeps your business top of mind

Email Marketing

  • Uses email to promote your business’s products or services
  • Influences customers to provide their email address to add to a mailing list
  • Promotes a business’s products and services, and incentivizes customer loyalty

Data & Analytics

  • Comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives
  • Conducted via statistics, predictive modeling, and machine learning
  • Determines ROI of marketing efforts and shows failing concepts
  • Promotes their content through sponsored social media posts
  • Displays ads, paid search results, video ads, pop-ups
  • Expands brand reach to get more clicks and generates more traffic

Search Marketing

  • Gain online presence and traffic via paid and unpaid strategies on search engines
  • Improve search engine optimization (SEO) and pay-per-click (PPC)
  • The higher you rank on the SERPs, the more traffic you’ll get to your website

Social Media

  • The use of social media and social networks to market a company's products and services
  • Following target audience, using influencers, linking to websites and eCommerce
  • Engage with existing customers, reach new ones and promote desired culture, mission, or tone

Ecommerce Marketing

  • Driving awareness and action toward a business that sells its product or service electronically
  • Use social media, digital content, search engines, and email campaigns to attract visitors
  • To attract customers and facilitate purchases online

Customer Loyalty Programs

  • Recognizes and rewards customers who purchase or engage with a brand on a recurring basis
  • Provide points or perks, and graduate customers to higher levels of loyalty the more they buy
  • The customer becomes a more regular consumer or a brand promoter

Press Releases

  • Advertisements as a news article or story in a newspaper, magazine, or online publication
  • Written by businesses or marketing teams and distributed to several publications
  • The business gains valuable PR and increased brand awareness

Event Marketing

  • The engagement of a brand's representatives at promotional events.
  • Networking events, conferences, seminars, speaker presentations, workshops, trade shows and expos, parties, competitions, and awards
  • Increased brand and product exposure reaches the target audience and boosts sales

With this plethora of marketing tools, T-shaped marketers provide you with an A to Z marketing strategy. Their in-depth knowledge and expertise on specific tools can feed into your existing strategy to suit your KPIs for maximum success.


Keegen Knapp

a guy you would buy a cup of coffee