And speaking of creative stalls, the Zacatecan has run into a wall. “Today’s creatives lack methodology, travel, learn and get out of their niche. You need people who are interested in everything to be able to express yourself. What most of them do is receive the brief, sit in front of the computer and look for ideas to recycle. If you don’t have creativity or strategy, better use an influencer ”, external.
Noyola is convinced that these days marketers are becoming more logical and less empathetic. They do not build long-term brands, they do not bring new proposals on the table and they settle for doing ‘one shot’ projects, which are ephemeral and have a single chapter.
“Creativity is the only skill in demand that is not going to disappear in 100 years. Although it is an inherent part of the human being, it is learned. On the other hand, the digital part must coexist with the rest of the competences that a marketer acquires in his training, but not to use a specific platform, but so that he knows how to learn on his own and be purposeful ”, warns Noyola.
Carlos Hita agrees with him. The director of the Business School of the Tecmilenio University assures that marketing must evolve in order to innovate in changing environments and with new consumer habits.
From his trench, the specialist does see an important gap between what marketers learn, what they end up offering in the workplace, whether in agencies or brands, and what end consumers really ask for and value.
Another issue to be resolved is to remove the stigma that Marketing is synonymous with sales, and that these are of less value compared to other activities in the sector. Sales must be professionalized and viewed as a branch with its own challenges and specialty.
“In any profession you always have to be at the forefront. With the pandemic, our challenge to provide talent organizations with the relevant skills to carry out their work increases, ”he says.
To bridge the gap, Tecmilenio created a Master’s Degree in Digital Marketing, but divided into five certificates that do not have a specific order and that go through other areas of knowledge such as programming. Professionals can choose the module they want to take, based on what they need to learn at the moment.