I know this, because we have hundreds of marketers that we interview straight out of College (University) who have not ever heard of marketing automation, let alone know what its about. They think PR is events, and are completely shocked when they find out that PR is actually writing press releases, pitching it to media and watching it get published, or writing a blog, guest blogging and sharing the content on medium that gain exposure for the company that they work. Of course, I have shortened what PR is for the purpose of this blog, but I am sure you get the drift.
The format of education has to be changed if we are to produce graduates that are ready for the workforce.
As an owner of a marketing agency with offices in Atlanta, Dallas, Seattle, Denver, Sydney, Melbourne and Brisbane - I know more so than most how important it is for marketers to at the very least know the basics.
The role of marketing within an organization has invariably changed to accommodate the importance of technology and analytics in the marketing mix. People wanting to be marketers now need to understand the role of technology in marketing to be able to perform any marketing role that is worthwhile. If you don't know how to increase engagement on social media, use marketing automation software, engage through customer relationship management software and work how who is reading your email marketing letters and what their interests may be - then you are not going to be relevant in any marketing department I know.
Interview questions for buddying marketing executives have to change. HR need to be better briefed on what marketing is and what role it plays within organizations. Senior marketers are responsible not only for marketing, but its impact on revenue and this transformation in ownership is one that many marketers are still dipping their toes in.
So, if you are a marketer out there and only know a little bit of this and a little bit of that when it comes to technology - pull your socks up. Start educating yourself and sit in on a few webinars. I guarantee it will be game-changing for your career!
Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.
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