Once upon a time, there was an emperor, who was interested in his clothes above all else, and could not avoid the temptation to try something really new and revolutionary: fabrics that the foolish or useless could not see. I’m not going to tell the rest of the story, because almost everyone already knows it. I have remembered this story by living closely the digital experience in some companies. There are people who do not have the necessary digital training and occupy positions of responsibility, welcoming in their departments some digital aspect (social networks, online store, online marketing, advertising, etc.).

The various disciplines of digital marketing are tremendously technical and require in-depth training. To be a specialist in SEM, SEO, RRSS, eCommerce, inbound marketing, you must have a good training period and the necessary experience (although this is acquired quickly). Has it ever happened to you that you have been told a paragraph and you have not asked for fear of being labeled as ignorant? There are people who have ever lived it. It is very easy for the professionals who occupy these India Phone Number List   positions to feel comfortable, totally at ease, because their bosses usually do not have this knowledge, and it is difficult for them to evaluate their work.

So in some organizations two realities come together: that of the specialist who knows about their subject more than the others (which doesn’t have to be much either), and the reality of their bosses, who ignore the minimum there is to know about digital marketing, like their own bosses.

This is where the tale of the emperor’s costume comes into play.

This lack of training for the bosses who manage digital teams, sometimes causes them to take as valid all the explanations that their teams give them, without being able to refute them. Just as the emperor in the story thought “anyone says I don’t see the canvas? They would call me stupid or useless”, the director on duty thinks “anyone says I don’t understand what they say? They would call me stupid or ignorant “. And so they climb, from superior to superior, wrong figures, wrong approaches, and each new boss thinking the same as the previous one “it seems that they know what they are doing?” They end up circulating the corridors and attending meetings naked, thinking that they are dressed and assuming mediocre information as good.

Bosses should not know everything, but there are critical issues that they cannot doubt, and a fundamental issue is the digital part of their business. Precisely because it will end up being its most important channel.

Sometimes, to avoid these situations, bosses hire some people from outside the company, assuming they are Digital specialists, so it has been transmitted to them by head hunters, friends, etc. The digital side of the business is so important, so key, that you cannot assume that the person who comes from outside is your lifeline. The people who manage digital parts of the company must have the necessary knowledge, because they are taking a significant risk, putting something very valuable in the hands of others: the future of their company.

It is essential that marketing executives master the KPIs used in digital marketing, and that each company agrees what information is valid. This is not so easy, non-specialists may be calling different things the same? I am able to show you very different figures referring to the same thing with the same tool, Google Analytics. It is also necessary to agree on the valid sources of information.

Probably this situation of lack of preparation also occurred when advertising and marketing began 50 years ago and it was spoken in terms that not everyone knew (GRPs, Target, etc). A couple of months ago I had the opportunity to attend as a teacher the inauguration of the school year at ESIC, and Simón Reyes, in his magnificent speech by him (as always) commented on a very interesting analogy. The current was reminds him of when he started with ESIC, helping companies adapt their executives to the new realities of the market. It was when the market was completely open, coming from little competition and variety, and companies were not prepared to navigate with these new conditions. At that time, training played an important role and companies have been training their teams and integrating marketing professionals. In fact, the way of teaching then is the same as now, through professionals who dedicate part of their time to teaching others, and not so much through academics, due to the speed of movements, w

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