Continuous evolution requires constant updates in your education, however this evolution must occur through legitimate avenues.

So when you look at subscribing to education programs, you need to ensure that they are legitimate and conducted by experienced industry professionals.
Don't be fooled by spruikers, educate yourself the right way

Education requires you to seek out professionals who will help you evolve into better marketers.

Disturbingly, however, the marketing industry is littered with pretenders: those who can speak about textbook marketing without having the substance to back their claims, and those who have nothing to do with the marketing industry other than an ability to sell themselves.

The repercussions of bad advice can be dire. Marketers researching courses they believe will improve their skills, must realise that generic speakers may be entertaining, but don’t add value unless they have a successful marketing background.

When you consider how marketing has evolved through technology, social media influence and automation, experience in these areas is an imperative. An overall knowledge base drawn from textbooks and hearsay will not teach people how to utilise these tools to advance their own skills. In fact, those without the relevant, industry-based knowledge should not be passing themselves off as teachers.

If someone is spruiking a course about blogging that has peaked your interest, do a little bit of research and find out how many people follow this person’s blog. If they aren’t receiving thousands of hits, can they really call themselves a successful blogger? If not, what do they have to offer you, when the goal of blogging in a marketing context is to create mass awareness.

So how do you determine what is a legitimate course and what is not?

Like any good marketer you should first do your research. If you want to learn about blogging, follow the world’s best bloggers such as Inc.com’s Jeff Haden. Haden has a formula for success that builds an audience through effective writing principles. Compare that to a university lecturer in social media who doesn’t blog or just isn’t getting reward for effort in the form of numbers.

Association is another effective method for creating personal evolution.  Take the Atlanta Tech Village for instance. Founded by entrepreneur David Cummings of Pardot renown, Atlanta Tech Village is a hub for tech and marketing entrepreneurs who wish to learn and evolve with their peers. Being in this hub allows businesses to understand which technologies will have industry impact before they are recognised. For instance, Sales Loft has created a technology that utilises databases to accelerate lead generation capabilities. That is incentive for any marketer to be involved, learn and evolve.

The key to education and evolution in marketing is to be collaborative, sit in forums and have people challenge you. Good marketers will share ideas with marketing groups and develop case studies for workable marketing solutions and practices.

The best educators put their money where their mouths are and these are the people you need to be learning from. These are the people that will help you grow in real time.

Marketing education is like that never-ending piece of string; learning is an ongoing process that requires constant attention as the industry changes.

Today, it is difficult to ascertain what education platforms to choose. Marketers are fed a great deal of information and must sift through a saturation of events and learning pathways to find the one or two things that will help them improve their skills. As such it is important to be smarter in the way time is allocated to education; the emphasis must be on marketing platforms that put an emphasis on growth.

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Jonathan Jackson

Jonathan Jackson is an experienced editor and writer who has worked in print and digital media for almost 20 years.

Jonathan has edited titles across a range of industries including sports and lifestyle, health, trade and business and finance. Among these titles are Soccer International, Women’s Fitness and Health, Wealth Creator, Think & Grow Rich, Your Trading Edge and Business First of which he is currently the managing editor.

Jonathan has also written two books: Offside - The Wild Side of Soccer and Australia's Wealth Creators.

He is the Media and Content Manager for Marketing Eye.

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