A few weeks into the course materials they are well past old-fashioned ideas about ranking high in Google and getting lucky with viral videos. It's not your mother's internet.
Digital marketing is now such a blend of disciplines - computer science, marketing, statistics, business, psychology and creative arts - that colleges don't have courses developed to teach it. They haven't been able to pull together all their different departments to create a curriculum. And the speed at which technology is changing further complicates the matter.
The INTO Academy of Digital Marketing was built to address the need to train analysts in these fields of study and equip them to navigate a company through the digital revolution - as every business feels pressure to connect with their online audience and prepare for the future.
During their time at the Academy, students develop a broad frame of reference. They are taught to see how the new marketing world works - how to form a unity from all of the interconnected parts - but they are also drilled on the fine details of constructing and managing campaigns in each particular digital advertising channel.
The Academy was developed by INTO, an ad agency managing digital marketing campaigns for client companies across the country. INTO started as a division of Home Reserve, an e-commerce website that started in the late 1990s and is one of the pioneers of online shopping (and one of the few to survive the crash of the internet bubble in 2000).
The advantage of being around during the early days of the web is that it made you a firsthand witness to the development of online advertising and marketing. From the early ugly and obnoxious banner ads, to the launch of Google PPC advertising and to the current sophistication of real-time bidding and intent-based targeting, INTO has been learning the hard lessons – what works, what doesn't, and the fact companies should never just follow the popular trends that get covered in the media (because they rarely ever match your unique business conditions).
From all of these experiences comes the INTO Academy of Digital Marketing, a practical road map to acquiring the knowledge for practicing the art of digital marketing and to developing the thinking skills that will allow you to apply that knowledge wisely.
It used to be that a company would think in terms of adding an online method to their lineup of traditional marketing tactics. But increasingly, digital is considered as the primary blueprint for reaching an audience. Here's what the Harvard Business Review had to say:
“Digital is at the core of everything in marketing today—it has gone from “one of the things marketing does” to “THE thing that marketing does.”
So our students have to be prepared to transform the companies in which they work. They are being equipped to lead. It's no small thing. They have to be temperamentally suited to the disciplines, be comfortable during long periods of isolation during which they are analyzing data sets, and thrive in an environment of constant learning. They have to be able to switch between the engineer's mindset and that of the creative artist moment by moment as they way through the process of building and optimizing the programs.
Not to say that you won't make full use of all of your communication skills - you'll have to raise them to new levels - but it's just that it used to be that people who were seen as more socially driven were regarded as more suited to life in marketing. That's changing.
From introductory courses to advanced materials, the program is developed to teach someone what to know, how to think, and what to do.
The pace of change is so rapid in digital marketing that the schools have fallen behind. Learn how to stay ahead of the field.
The most important part of the program is one-on-one development. In an environment of encouragement and affirmation, our students are able to thrive!