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Need for Talent

  • October 28 2011

The shift towards automated real-time buying has had an impact on the skills marketers need. The IAB has noted, for example, that the greater focus on analytics has increased the demand for employees with a research background, since those skills may be helpful in determining the best metrics for assessing ad effectiveness.

Professional development and training companies are seeing this demand. “We developed an entire Internet Marketing Master’s degree program because the industry demanded marketing professionals who could not only create strategies and campaigns, but also quantitatively analyze and examine audiences more effectively,” says Robert Croll, program manager for Internet marketing programs at Full Sail University.