Digital marketing has become one of the main areas of interest within the sector, both for companies, which are increasingly increasing their investment in digital campaigns, and for professionals seeking training in this field. Following this trend, ESIC Business School has developed a Master in Digital Marketing that seeks the maximum personal and professional development of students within the highest standards of academic teaching quality.
José María Visconti , director of the Digital Marketing Master at ESIC Business School , explains in an interview the advantages of taking a degree like this.
1. Why is it important to have a Digital Marketing expert in companies?
Simply because competition on the supply side of products and services has grown exponentially. Even products that were once offered at a certain price have now become free digital solutions that are highly appreciated by users. All of this has created an environment of abundance where the client, consumer or user can choose between multiple global options. A marketing expert must be able to provide an accurate analysis of this competitive landscape and provide plans that allow investments to be channeled to protect market share and make it grow.
2. What are the current trends in Digital Marketing? Key success stories
The profession is not easy as it is undergoing a process of constant and intense change. Organizations are becoming data-driven, which implies making decisions based on data.
A critical trend is the prominence of technology in the form of platforms that integrate diverse solutions such as CMS, CRM, Marketing Cloud… Without a doubt, there are two companies that are rapidly advancing in this direction, such as Salesforce and Hubspot, and with this they provide highly sophisticated tools to marketing teams to be more effective and efficient. It is increasingly assumed that the role of the CMO is evolving towards that of the CMTO, being the protagonist of the technology that the company uses. In another order of things, the dynamism of social networks is not only manifested by the emergence of networks that in a short time transform the panorama, such as Tiktok or Twitch, but they also expand the role and contribution that they can make. Without a doubt, the clearest example of this is the brutal growth of Shein in the fashion sector based on a social media strategy that has even raised the concept of real-time fashion in that sector , with a time to market that was impossible to imagine just a few years ago. All this development of skills and capabilities also poses ethical and professional challenges. The most important ethical aspect is undoubtedly the proper use of personal data. Companies such as Google are working on a thorough review of how cookies are managed. At a regulatory level, the rigor of GDPR sanctions is assumed as normal, and it is not surprising because users no longer knew what to do to protect themselves from the intrusive relationships that companies were putting into practice. At a skills level, new professions such as chief metaverse officer are beginning to appear, and companies such as Telefónica or Publicis have already made real decisions about appointments.
In the online sales field, Amazon and Alibaba are certainly continuing to explore the concept of omnichannel and I am sure we will see progress very soon.
The most anticipated concept in digital marketing will undoubtedly egypt number data be the materialization of the current expectations of the metaverse. Meta has invested several billion dollars, but it is still unclear which tangible solutions will be massively adopted in society and therefore open up new spaces for interaction with users.
It is a complete program that turns students into professionals prepared to take on the challenges of companies. Today's companies expect people who are oriented towards measurable economic results with clearly quantified returns. A differential and valuable contribution based on mastery of digital marketing disciplines; in addition to the ability to learn dynamically and quickly in an area that is constantly changing.
All of this is achieved by teaching very close to the companies where everything is happening. The teachers have extensive professional experience and have developed excellent teaching skills. The combination of both things and putting the student at the centre of the system with an active role makes the difference. In addition, the students of the Master in Digital Marketing work throughout the programme on four real business cases , and the solutions they arrive at by applying what they have learned are presented in an oral presentation to the company representative. In this way, they receive not only academic feedback based on the subjects they have studied, but also feedback much more closely related to the understanding they have had of the company and the sector. Learning in this way allows them to be part of the ESIC Alumni Community made up of more than 62,000 professionals who develop their professional careers in very varied and representative companies of the country's economy.