Calling All College Students
We need your ideas and passion to keep our industry energized and growing. But judging by the many smart and capable students and grads we have been privileged to connect with over the years, your coursework has failed to adequately prepare you for the future you envision. And the industry is poorer for it.
Our educational institutions are starting to catch up with dedicated, digitally focused coursework and industry practitioners to help keep it real, but the ivory tower alone won’t sufficiently groom you for success. You will need to take your future into your own hands and look outside your required classes to set the stage for your professional trajectory.
In many ways, an entrepreneurial approach is excellent preparation for a digital career. Digital marketers are, of necessity, multi-faceted and in a constant state of change that favors the nimble and prepared. A solid set of core skills, a deep understanding of consumer behaviors online, demonstrated passion for this industry and the right attitude are infinitely more valuable than even specific experience that may soon be obsolete and can help prepare you to chart your own future and that of this industry.
In addition to learning the marketing basics be sure to come to your first job with the following hard, soft (and somewhere in-between) skill sets.
Data Acuity. The days of math-challenged or tech-avoidance students in marketing careers are long, long gone. As a start, get comfortable in spread sheets including more advanced skills like pivot tables and macros. Learn to read and manipulate data tables but use statistics and other analytics skills and programs to extract meaning that can be used for decision making. Know the difference between data and information.
Programming. You don’t need to be a professional coder but you do need to understand how bits and bytes work. Experiment with your own simple site to learn the basics of HTML.
With over 20 years of online experience Robin Neifield serves as the CEO of Netplus, a top interactive agency, and as the trusted digital guide for CMOs. She has been widely published and quoted on digital strategy and has been a frequent speaker and panelist at industry events like Search Engine Strategies, OMMA, Ad:Tech and others where her insights are sought on varied marketing topics such as digital strategy, behavioral targeting, social media marketing, search engine and conversion optimization, localization strategies and proximity marketing, mobile gaming and email marketing. You can find her on LinkedIn, or reach her by email or phone, (610) 304-9990.