Getting hiring right for your company's digital marketing effort By Gino Giovannelli Text size Copy shortlink: Q: With the ever-growing use of digital marketing, should companies hire specialists or generalists in this area? A: The answer is yes and yes. Conventional wisdom would suggest companies hire specialists in each of the digital marketing channels (website, display advertising, search, e-mail, social and mobile), especially given how quickly these channels evolve in terms of how they can be used in the marketplace. However, while this approach allows specialists to focus the opportunities within a channel, it does little to help companies hoping to take advantage of opportunities that run across digital channels.