{"id":91132,"date":"2016-08-09T09:57:32","date_gmt":"2016-08-09T09:57:32","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=91132"},"modified":"2016-10-27T11:06:32","modified_gmt":"2016-10-27T11:06:32","slug":"growth-hacking-credibility-in-pr-and-marketing","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/growth-hacking-credibility-in-pr-and-marketing\/","title":{"rendered":"Growth hacking credibility in PR and marketing"},"content":{"rendered":"

There\u2019s an interesting debate currently taking shape online following remarks made by the columnist Mark Ritson<\/u>\u00a0in the pages of Marketing Week suggesting that all marketers should have a formal marketing qualification.<\/strong><\/p>\n

Opinion is divided (and as fiercely contested as the recent Brexit referendum) with a Twitter Poll following publication of the article suggesting<\/a><\/u>\u00a0that 43% of respondents agree with Mark while 57% disagree.<\/p>\n

Those marketing professional who disagree with Ritson\u2019s comments are quick to highlight the many other skillsets required by a modern day marketer such as data and digital literacy which they suggest cannot be learned from a book.<\/p>\n

Addison Lee chief commercial officer, Peter Boucher (who has a degree in Geography) told journalists that when recruiting new marketers he looks for people with instinct and commercial flair rather than focusing too much on the need for a formal qualification.<\/p>\n

Boucher also felt that many formal qualifications where \u201ctoo lightweight\u201d and lacked \u201cscale and grit\u201d.<\/p>\n

Creative England chief marketing and strategy officer, Dawn Paine (who does have a degree in marketing) agrees with Boucher and stated: \u201cLook at the success of Pok\u00e9mon Go. I worked at Nintendo for 10 years and I know that no formally trained marketers will have launched that product, but they deeply understand how to surprise and delight consumers. You can\u2019t learn transformational marketing in a textbook.\u201d<\/p>\n

Perhaps the most interesting comment comes from OpenJaw Technologies CMO, Colin Lewis who said: “Nowadays the status of marketing is no longer determined by passing an exam, but by the fake digital credibility measured by views and tweets. There is a creeping unprofessionalism.”<\/p>\n

The question this comment raises is: Does the changing face of marketing represent \u201cunprofessionalism\u201d in the industry or simply highlight how skilled marketers have adapted to engage their public in a socially-enabled environment?<\/p>\n

Are these opinions on marketing qualifications reflected in the PR industry? Do formal qualifications make for better PR pros or should the industry embrace other skill sets? Share your comments below:<\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s an interesting debate currently taking shape online following remarks made by the columnist Mark Ritson in the pages of Marketing Week suggesting that all marketers should have a formal marketing qualification.<\/p>\n","protected":false},"author":423,"featured_media":91172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1449],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/91132"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=91132"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/91132\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/91172"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=91132"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=91132"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=91132"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}