How Marketing Integrates Art & Science
Dr. Young recognizes the tension that often exists between the creative and analytical sides of the marketing industry. She offers a different perspective.
“I think about psychology and data science and mathematics, and how those give students an edge as they come into the marketing world. Not everybody is going to be in the perfect middle of a Venn Diagram of art and science in this space,” she explains. “Students have to get in touch with what gives them energy.
In her program, Dr. Young sees students who land anywhere on the marketing spectrum, and encourages them to take classes across the board to understand the importance of both creativity and analysis in crafting a successful digital marketing campaign.
“If you can break down complex information into a visual anyone can understand, you can tell a great story. If you’re a creative who knows a little data, you can tell a great story. But if you can do both, then your story can be phenomenal.”
In the next five years, Dr. Young has a pretty clear idea of where the digital marketing field is headed.
Virtual reality,” she says “I think we’ll be talking about how to immerse yourself in an experience. How do marketers contribute to that experience?
From self-driving cars to virtually interacting with family and friends a world away, Dr. Young describes virtual reality as “the next frontier.”
“That’s the challenge in education. I’m teaching first years now, but I don’t even know what they’ll need to know when they’re seniors.”
So what is Dr. Young’s advice for people looking to get into digital marketing in 2020?
“Anybody getting into this space has to know that marketing, automation, technology, design, data, all of those are critical components to marketing. You’ll never be an expert, it’s impossible. In the digital marketing world, you’ll always be learning.”