In large corporations and similar companies that have been in existence for decades, digital marketing is often added as a second parallel structure alongside the historical marketing activities. The incorrect assumption is that traditional and Internet marketing are entirely different things that need entirely separate approaches. The article classifies individual marketers as strategists, creatives, communicators, or auditors. Generalists as well as marketing and communications veterans tend to make good strategists. Great writers, graphic designers, and videographers are creatives. People with experience in public relations, publicity, and community relations are communicators. Analytics experts can be auditors. But the important thing is that each "category" of people needs to learn as much as possible about executing their functions via all needed traditional and online methods. Creatives need to focus on writing, graphics, and video. Communicators need to learn how to use all communications channels – e-mail, the telephone, social media, and more. Auditors need to understand how to measure ROI and related metrics in terms of online conversions, media hits, brand awareness, and more. Get the full story at Moz