In today’s dog-eat-dog world, even old marketing dogs need to learn new tricks. There’s simply no room for pampered thoroughbreds with little understanding of other breeds. The new breed of marketer has to have a hybrid understanding of how various marketing channels work – they need to become what we call a Mongrel Marketer.

Mongrel Marketers are equipped with best of breed ideas and a desire to chase better ways to close a sale. A Mongrel Marketer understands the channel strategy is as important as the brand strategy and customer engagement is more important than customer awareness. It’s a world driven by results and staying loyal to the mind and mood of the customer.

To be best in show requires cross breeding in digital marketing, consumer insight planning, direct marketing, brand strategy and channel planning. Mongrels can still have their favourite tricks and know their turf well, but they need to be fearless and sniff out new ideas or they could find they’ve been barking up the wrong tree.