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In marketing before, most job interviews questions revolved around the knowledge he had a marketing professional on principles like “Four P” and how to apply this information in hypothetical questions in a job interview.

No matter if you studied marketing in college, as a graduate or student in a business school, it is likely that your studies have included courses on branding, marketing strategy, public relations and basic aspects of advertising, which are interesting topics and central to the history and relevance of modern marketing. However, there is always a but .

Successful marketing professionals today are not necessarily as Don Draper or Donny Deutsch. Those who received a traditional education lack some fundamental skills required in today ‘s marketing world. In this post, we’ll explore how it has changed marketing, and what they lack a traditional marketing resumes. Fortunately, today we’re announcing our new program Inbound Marketing Certification to assist applicants and marketing professionals to build a bridge between the gaps that exist in marketing training.

Old school: smiling and looking coverage media

Oscar Wilde once said, “There is only one thing in the world worse talk about you, and is that not talking about you.” At some level, this is the fundamental principle of public relations; make people talk and interact with your brand, product management team and positive ways to inspire conversation and create interesting content. While the ultimate goal of public relations has not changed, the tactics used, means that exploit and communication patterns have changed its essence.

Class public relations used to be the art and science of press releases and emails with effective sales pitches. Marketers learned to include slang words like “unique”, “first class” and “release” in the headlines and attract, persuade and convince reporters to tell their story in a positive way using a combination of press releases, tender documents and phone calls. In addition, the aspiring PR professionals were taught to adapt the statement a few, not for most. Press releases and sales proposals personalizaban specifically for end readers (editors, producers and reporters), against a wide network of prospects, customers and sales opportunities that could benefit from reading the news.

Moreover, public relations professionals wielded considerable power, as if journalists wanted to interact with customers, executives and analysts, were responsible for facilitating this interaction. Therefore, marketing education focused on making the most of those opportunities. As a result, marketing training focused on preparing public relations professionals to identify key events which could expose your executive team to key audiences and choose the place, message and list of most suitable guests. marketing professionals were taught to focus on what was really happening in a company and journalists trusted them.

The modern school: Do you have a story? Share it with most, not just a few!

Similar to the change that happened in the world of sales (because now the consumer has access to the opinions of other clients and feedback about your brand with a brief search on Google), rarely journalists must pass through the area of ​​relationships public to get the information they want or need to create a story. On the one hand, it seems that is a bad thing because it is increasingly difficult to control the messages that people leave on the door of your business, but it also gives you a unique opportunity: marketing professionals should no longer focus on press press and creating targeted content to a few reporters, as it is a great opportunity for those who are ready to share their news with the world.

Marketing professionals XXI century must have the skills to develop, edit, build a format, create and promote effective content to communicate the most important messages of the brand in an extraordinary way. In that sense, the purpose of the press releases is no longer win the hearts of six key reporters, but tell a captivating story to the world and promote it in all relevant means available; from your blog and social media channels, including through media and press events.

Lesson learned: taking the advice of David Meerman Scott and eliminate what he calls “the old press release” to focus on creating post, press releases, infographics and publications on social networks that convey the main messages of your brand to consumers , media, investors, evangelists and customers alike.

Old School: Work with top designers to create your ads and logo

Marketers and consumers recognize the importance of a distinctive logo (if you still have doubts, read about the fuss that created Gap when it changed its logo). However, he trained to marketers so they can develop creative summaries, manage projects and design adjustments logo and draft a key message for an advertising campaign, while the narrative and visual execution usually left in hands of a designer or agency, who had to create a draft and return for reviews.

This dynamic between marketers and designers, two challenges emerged. The first was that marketers developed full of ambitious language that was supposed to designers should understand and realize summaries. The second challenge was that the design was rarely associated with key performance indicators. Both challenges were merged into an even bigger problem: logo designs, advertising executions and brand standards are often relegated to subjective metrics and had very marked gap between marketing strategy, implementation and comments were received.

In addition, wait for your project managed to be 90% complete before including a design meant that often the message and execution did not make sense for the consumer, so much money, time and energy in projects lost the final result did not cause changes in consumer recognition, brand loyalty and purchase behavior. Marketing courses supported the importance of a strong logo and create your brand with paid advertising, which took away the emphasis on the importance of design and through the process, often sacrificed to obtain valuable feedback and information on experience user that impact the final product. Although it is true that your logo, trade name, standards and advertising play an important role in the perception we have of your brand, the design paradigm is changing fundamentally and as marketers, we must adapt accordingly.

The modern school: designs and creates a visual world

Having an ideal logo is critical, but if your experience in the matter ends there, your marketing is in trouble. Walter Landor, design expert, warns that: “Products are made in the factory, but brands are created in the mind ‘, so it is now more important than ever that the interactions of your brand are visual, attractive, unique and memorable to survive and thrive as a professional marketing in the XXI century.

To demonstrate the importance of design in modern marketing, consider the following: 40% of people respond better to visual information that text, and who use infographics observed an increase in traffic average 12% higher than those who do not . In addition, video post to attract three times more inbound links that post with plain text. Just one month after introducing visual content in the biographies of Facebook for businesses, interactions increased by 65%.

As a result, marketers need to start your plans with the finish line in mind and gather enough knowledge to perform visual design concepts for themselves or obtain the context of the media take the opportunity to give constructive feedback and specific to their teams user experience and design. Consumers do not care how many hours did you spend designing and conducting tests to your logo, or what your CEO thinks his blue gradient. They are interested in having a unified experience, intuitive and attractive brand. Consider ways in which prospects find and interact with your brand is something that marketers should consider essential in 2013 and in the future.

Lesson learned: attract and delight prospects, customers and sales opportunities begins with highly visual and easy to digest interactions, so the design should not be an afterthought. Professionals current marketing need to understand the different channels they can use to interact with prospects (from the channels of social networks and blog, to television or radio) and develop experience, knowledge and necessary language to create or help edit visual materials.

Old school: guess what content your audience will love

At school marketing Don Draper, a company would design a campaign, develop a message (sometimes with the help of one or two reference groups), agree to buy ads and wait to see what impact, if any, certain campaign the increase in customers, revenue recognition or indicators. The emergence of data from Nielsen made advertising efforts could be measured better, but it was only an estimate and is usually obtained at least one week after running the ads. Marketers compiled the success of the campaigns had been launched, the estimated audience of each ad and subjective customer reviews, executives and coworkers alike.

With the advent of digital advertising, will target a specific audience became much easier, since Google AdWords and other channels allow you to go with multiple variables and keywords, in addition to adjusting your purchase live based on interactions to date. Many marketers are even taught them to make an extra effort to develop people buyer (consumer profiles) and customize campaigns and reach around the perceived needs of specific segments of their customer base. That was a big step, but still, many marketers focused on clickthrough rates and cost per click as key metrics, such as the rate of people who went and who became customers, in addition to the specific return on investment from each campaign.

Basically, no matter if you were spending money on a reference group, create an ad, hire third parties to create your message or testing the user experience, figures measuring always arrived after running the campaign or before he left of the door. In both cases, companies invested a lot of time and energy workforce in an effort before receiving comments that could justify figures in their success rate. A marketers were told that they must first spend and then figure out which variables were entered function. It was this factor that marketers seem to focus more on the “arts and crafts” in business metrics.

The modern school: you discover what content your audience will love

Marketing today is given live and marketers have more tools than ever to access, analyze and act on the metrics obtained. So it is not only imperative that those aspiring marketing professionals learn to lead by example that marketing metrics matter , must also learn and act on the information they receive daily, not only the data obtained annually.

Here are some examples of how the current marketing professionals can evolve the ancient game of charades to a more precise approach based on metrics:

  • Testing A / B to every email contacts to always receive the message that has the best performance
  • Conduct ongoing surveys social media channels to make the views and comments are positive and live, otherwise expected to reference groups or interviews with clients
  • Customize calls to action based on where a person in the buying cycle is to optimize results
  • Invest more time and energy in social media channels that have higher performance for companies in terms of revenue and customers
  • Stop using paid campaigns do not produce ROI

Today, the focus on the figures should also be applied in the strategy of creating content that has a marketing professional. While it could take months to raise funds, develop, produce, edit and position a TV ad, marketers can develop and publish smaller content items, such as a blog post and ebooks that can be created at a cost low and require a relatively small investment of time and resources. In addition to the ease with which it can develop the content of short format, marketers can also leverage analytics that content for their future endeavors, so they have to go no longer guessing what attracts its buyer persons because they have real information about what your prospects prefer; which can be used to improve your marketing programs.

The conclusion is that no company can pay their bills with the information provided by Nielsen, the “I like” Facebook or retweets, so it’s critical that marketers not only know that information, but also act on the basis in the data that are most important to your company. To carry out this promise, marketers need to understand, align and provide key business metrics (such as cost and value of the lifetime of a client) and have sufficient knowledge of tactics and technology to optimize metrics on the progress. Often, measurement and alignment are the biggest obstacle facing marketers, so have a little extra help from our teachers inbound marketing can be useful for beginners and advanced.

Lesson learned: marketers need to know what issues matter most to your business and develop a plan for each channel and corresponding campaign. Moreover, it is no longer enough to capture data and make adjustments after finishing a big promotional campaign; marketers must make constant measurements in order to adapt and optimize to get the best results and efficiency.

Old school: creates and delivers a major campaign

The biggest challenge for many students of marketing and communications achievement has been to develop a campaign to launch its own product, advertise a service or increase the recognition of a new business unit. The concept was simple: all marketers have to juggle multiple priorities, media messages and team members, so the campaign was the ultimate way to take advantage of all available assets to make a big fuss in the recognition or impact.

While very little question that these projects are effective to simulate the fact that marketers of all companies have different functions, the main argument of a campaign comes from the old school of marketing. He considers that marketers used to learn they should anticipate purchasing advertising to ensure that your target audience would see and schedule the press release, presentation of the advertisement and strategy events with an initial jolt of recognition and interaction with prospects. All this works well in a world that does not have modern technology, but you must also think about your own life: how often do you see your TV commercial live? For many people, the answer is rarely or never. In fact, a recent study by Motorola Mobility showed that 68% of people who have a DVR using the device to avoid commercial and Americans forget see 41% of the programs you have on your DVR.

In addition, historically campaigns were created with leased assets. You will execute a campaign with the theme back to school? Then you should plan to pay additional money for the keywords that interest you more because moms reach that critical time window will cost. ¿Will throw a product in a television program consumer electronics? Then you have to work extra to stand out among the crowd on social networks and make others share your story time. Campaigns were created with a model of outbound advertising in which marketers’ rented eyes “of Google AdWords, television networks, blogs or newspapers, and each of these entities charge a premium fee for offering a service very requested, so campaigns are also an expensive way of doing business.

The modern school: the continuous interaction beyond campaigns

The reality is that the way consumers live, work and interact with technology program does not match your campaign. Your prospects, leads and clients use social networks, Google and other channels every day to research products, give their opinions, complain about customer service and ask for recommendations. Very few consumers expect to throw your next campaign to buy a product.

As a result, it is essential that current marketing campaigns are continuous, unlike the strategy that was used before. Eric Wheeler wrote an obituary for advertising campaigns in Ad Age, where he noted correctly that “We no longer just about” the campaign “. Now marketing is about understanding the social influence of your loyal customers; what interests these people, what they actually are buying and how they can make your marketing becomes a machine-mouth advertising. “

The first step in this change is to create assets that can be acquired with time, compared to indefinitely pay for rented space that competition has equal access. Your blog, YouTube channel, Twitter account, Facebook page, business page on LinkedIn and website are valuable assets that are waiting to increase their value as time passes, so the current marketing should focus on leverage those assets acquired to differentiate themselves from the competition, interact with consumers significantly and aim to create an audience of evangelists, fans, friends and followers who consume your content, interact with your brand and share your posts with your social networks.

Lesson learned: be consistent is the new campaign. Unless you’re Apple, the chances that someone is hoping to make a purchase until you cast your next revelation or campaign are exceptionally low, so do not expect to interact with your audience. Instead, create assets that can be acquired with time to help you attract, convert, and delight to close prospects, leads and customers. They and your marketing budget will thank you .

There is an old expression that says that in any organization everyone thinks they are marketers because all that is needed is to have an opinion and a dash of creativity to be. The reality is quite different: it is expected that marketing professionals XXI century provide measurable results, showing continuous interactions, produce, analyze and promote unique and relevant content, and contribute to the bottom line of their companies. While many textbooks will tell you otherwise, the fact is that marketers today need to have a unique combination of skills, know how to do things and have business knowledge so that we can adapt and grow properly .

In this month they are carried out many graduation ceremonies worldwide, so it is appropriate to celebrate on this day the official launch of the free program and demand Certification HubSpot inbound marketing . In addition, we will offer two certification programs face in the here .