“The rapid growth of the digital marketing industry has created a large shortage of skilled practitioners. GA’s Digital Marketing course prepares students for an exciting career in a fast-growing field.”
–Will Hayes, Digital Marketing Instructor, GA San Francisco
During the past few decades, the marketing funnel served as the primary model for how people learn about a product, decide to buy, and (hopefully) become loyal customers, helping spread the word to others.
The following is an excerpt from 6 People Strategies for Successful Digital Transformation, an exclusive white paper from General Assembly. Download the full paper here.
The digital landscape is evolving at a rapid pace, and it’s essential for companies to harness wide-ranging technical expertise in order to stay ahead. Today’s marketers must be able to analyze massive amounts of data, IT workers must be able to design compelling mobile app experiences, and a “product” is no longer only a physical object but could be a website, a piece of content, or even a training curriculum.
General Assembly’s recommendation for keeping up is simple: Companies need to invest in learning. The Economist magazine recently issued a special report that highlighted the importance of “lifelong learning” as a habit that both skilled and unskilled workers must incorporate to keep pace with a rapidly developing economy. They profiled GA’s approach to tech education — including upskilling promising individuals and reskilling those with outdated competencies in data, web development, and design — as an effective way to ensure employees’ skills were kept up to date.
In this digital age, employee roles and responsibilities are changing as quickly as industries are evolving. Most jobs available today don’t have higher education programs, standardized exams, or textbooks that definitively tell people which skills they need in order to land them. Without this industry standardization, employers also struggle; they don’t have clear boxes to tick when evaluating job seeker’s qualifications. How can companies get a better sense of which skills job candidates and employees need? How can job seekers become more savvy about developing and communicating their qualifications?
At General Assembly, we work every day to answer these two questions. We provide job seekers with the competencies they need to be successful in today’s workforce. We also help employers understand how to evolve with their industry and connect with skills and talent that will enable them to grow. But in order to provide guidance to employers and job seekers most effectively, we must have a clear definition of each field ourselves. As the job landscape changes and General Assembly grows, we constantly refine our offerings and frameworks to better unite our product and message.
Let’s look at the field of digital marketing, which has seen exponential change in the last few years.
With digital media surpassing TV as the largest channel for ad spending in 2016, digital marketers are more important than ever. Through clever concepts, smart storytelling, and a keen understanding of audience behavior through analytics, these data-driven brand specialists move business forward through strategic email, paid search, social media, and beyond.
Recent data from General Assembly’s Credentials division — which helps companies determine the capabilities of team members and potential hires through assessments and more — suggests that digital marketing is an open playing field for anyone who can acquire the skills needed to succeed.
But once you have the skills, how do you land the gig?
We all seek experience. Personally and professionally, experience captures what we’ve done and what we have the potential to do. In hiring, prior experience is used as a shortcut to qualify job-seekers for interviews, job offers, and higher compensation. This shortcut works well in steady fields where the practices of the industry rarely change. If someone has done it before, they can probably do it again.
But does this shortcut work in a field that is dramatically changing? Marketing is an occupation undergoing rapid change. Adults now spend six hours a day with digital media, compared to three hours a day in 2009. As consumers move social, professional, and personal interactions online, advertising has followed. 2016 was the first year that digital media overtook TV as the largest channel for ad spending. Successful digital campaigns now require proficiencies across a host of new platforms, and the question for veterans and aspiring marketers is: Does general experience in marketing still matter?
“It’s rare that you’ll find a company today that exists without a marketing team. Digital marketing is a unique skill set that will be in top demand consistently for the next several years, if not decades.”
– Jennifer Nelson, Digital Marketing Instructor, GA Los Angeles
“Influencer marketing all comes down to connection. It’s not about impressions — it’s about creativity, collaboration, and reciprocity. It’s about real influence and human relationships.”
Jemima Garthwaite, Digital Marketing Instructor, GA London
“GA instructors are still active in their field, which is extremely important since digital marketing changes so quickly. You want to learn from someone who can tell you about their day, not just a user guide they read.”
– Terry Rice, Digital Marketing Instructor, GA New York
“The digital marketing industry is rapidly evolving with new tech and opportunities. With the right training and skills you can move quickly through the ranks, go freelance, launch your own business, or even work remotely.”
Catherine Toms, Digital Marketing Instructor, General Assembly Melbourne