This is the first in a series of university spotlights, highlighting how higher education is bridging the marketing talent gap.
90% of the world’s data has been created in the last two years. — IBM
For the first time in history, marketers have comprehensive, real-time insight into the buyer journey. As consumers, our actions can be tracked, plotted and aggregated to an unprecedented degree. Open APIs enable integrations with the click of a button, connecting data points across devices. Sophisticated advertising platforms and contextual content make it truly possible to deliver the right message, to the right person, at the right time.
And yet, marketers are underprepared, and underperforming. Possibly one of the greatest deficiencies in the marketing skillset is that of data analysis. With innumerable data points and a rapidly expanding technology toolkit, marketers struggle to integrate systems, interpret data and pivot strategy based on performance.
Marketers that began their careers yesterday are not prepared for the realities of today. And higher education is burdened with preparing future marketers for the uncertainties of tomorrow. Fortunately, universities across the country are up to the challenge.