Drake Direct Roundtable

Rethinking the Marketing Degree for an AI-Driven Marketplace

2026-07-08T17:37:51.883-07:00

Rethinking the Marketing Degree for the AI-Driven Marketplace

Over the past year the marketing faculty at the University of Missouri–St. Louis have been working hard to redefine what a marketing degree should look like now and in the foreseeable future. Not an easy task to say the least. Especially given how quickly this field is being disrupted daily by technology.

Marketing is still a discipline rooted in understanding customers, creating value, building brands, and helping organizations communicate and compete. Those fundamentals have not changed. In fact, they matter more than ever. But the world around those fundamentals has changed dramatically.

How Do You Rethink a Marketing Degree for Today’s Marketplace?

Today’s marketing students are entering a profession shaped by artificial intelligence, digital strategy, social media, CRM, marketing automation, analytics, search, content, branding, customer experience, and rapidly changing expectations from employers. They are also entering a world where students and families are asking an important question: What is the return on the educational investment?

That question matters and it should.

For us, the goal was not simply to update a few course titles and descriptions or sprinkle in a few trendy topics. The goal was to step back and rethink the marketing degree around the skills, tools, technologies, and the strategic thinking students will need to create value in a rapidly changing marketplace. From the ground up.

This was not a quick tweak. It was a serious, yearlong faculty and advisory board effort.

The process began last summer with a close look at where the marketing discipline is heading, where employers are placing value, what our students need to be able to do, and how other universities are approaching marketing education. We held an offsite strategy meeting with key advisory board members and faculty to brainstorm the future of the curriculum, discuss the skills students need, and think through how we could make the degree more relevant and more focused.

From there, the work moved into curriculum mapping, which is an important part of making sure each course in the program is delivering meaningful outcomes for students. This was not just a conversation about adding topics. It was a deeper process of asking what students should know, what they should be able to do, where those outcomes are introduced, where they are reinforced, and how the degree fits together as a complete learning experience.

I am proud to say that faculty were highly engaged throughout the process. There were many conversations, revisions, action items, and follow-up discussions. Some were a bit heated. The work moved quickly, but it was not rushed. By December 2025, the major pieces had been finalized. From there, the proposal moved through the appropriate faculty review, college-level processes, faculty votes, and university governance. The revised marketing degree is now in place for Fall 2026. The university was in full support of our plan.

I am proud of that timeline. I am also proud of what it says about UMSL. We are a public university, rooted in St. Louis, serving students who want a strong, practical, high-value education. But we are also nimble enough to respond when the marketplace changes. In marketing, that ability to respond matters tremendously.

How Can a Marketing Degree Deliver a Stronger Return on Educational Value?

One of the biggest shifts in the revised program is that students now have more room to focus their educational dollars on marketing-specific coursework. This is not about saying that economics, calculus, finance, or accounting are not valuable. They are valuable disciplines, and they remain important in business education. But for students who are choosing marketing as their major, we believed there was an opportunity to create a stronger return on educational value by allowing them to spend more of their credit hours on courses directly connected to the profession they are preparing to enter.

That matters because marketing today is incredibly broad and increasingly technical. Students need more exposure to the areas where the field is growing. They need more applied knowledge. They need to understand both strategy and tools. They need to be able to walk into an interview and talk with confidence about branding, CRM, analytics, digital platforms, content strategy, search, AI, and customer relationships.

Why Is Digital Strategy No Longer Optional in a Marketing Degree Program?

One of the most important changes is that Digital Strategies (Marketing 3721) is now part of the required marketing curriculum. To me, this was essential. And our faculty agreed 100%. Digital is no longer a side topic in marketing. It is not something only a few students need if they happen to be interested in online advertising or social media. Digital strategy is now woven into almost every marketing role. In fact, digital now represents approximately 70% of the marketing and advertising budget.

Students need to understand how brands are discovered, how customers move through digital journeys, how search is changing, how campaigns are measured, how content performs, and how data informs decisions. They need exposure to SEO, paid search, analytics, digital channels, attribution, content strategy, and now generative AI search and GEO. The way people find information is changing quickly, and marketers need to understand what that means for visibility, credibility, and customer decision-making.

We also strengthened the curriculum around branding, CRM, email, automation, analytics, and applied marketing tools. Branding remains one of the core pillars of marketing. In a noisy, AI-driven, content-saturated marketplace, the ability to create meaning, trust, distinction, and value through a brand is only becoming more important.

CRM and marketing automation are also critical. Students need to understand how organizations manage customer relationships, segment audiences, build campaigns, personalize communication, and use platforms that are common in the workplace. Through the revised curriculum, students will have exposure to tools and certifications connected to areas such as HubSpot, Salesforce, SEO, social media, and Google Analytics. This is important because students should leave the program with more than theoretical understanding. They should have language, tools, credentials, and applied experiences they can talk about in interviews and use in their early careers.

Should AI Be a Core Marketing Degree Competency?

Artificial intelligence is another major part of the redesign. AI is not being treated as a one-week topic or a special add-on. It is being embedded throughout the curriculum because it is becoming embedded throughout the marketing discipline. Our faculty are taking this very seriously.

Marketers are using AI to brainstorm, write, research, analyze, summarize, personalize, optimize, test, and make decisions. Consumers are using AI to search, compare, evaluate, and make choices. Platforms are using AI to determine what content gets seen. Search itself is changing as generative platforms become part of how people discover information. That means students need to understand AI not only as a tool, but as a force reshaping the marketplace.

How Should Students Learn to Use AI Responsibly in Marketing?

At the same time, we are not teaching students to use AI carelessly. We are teaching them to use it responsibly and professionally. In my own classes, I often tell students: You create. ChatGPT refines. You verify. That mindset is important. AI can support ideation, improve communication, help analyze information, and strengthen thinking. But students still need judgment. They need to verify. They need to understand bias, hallucinations, privacy, ethics, and the limits of automation.

I must admit, I also used AI throughout this curriculum process as a thought partner, not as a substitute for faculty judgment. It helped me brainstorm, compare how other universities were approaching marketing curriculum, pressure-test ideas, and think through how AI itself is reshaping the discipline. But the real work came from faculty discussion, advisory board input, curriculum mapping, shared governance, and a commitment to building something better for our students.

That distinction matters. AI can assist the process. It can help generate ideas, organize thinking, and expand the set of possibilities. But curriculum design still requires human judgment, faculty expertise, industry insight, and a deep understanding of the students we serve.

Why Should a Marketing Degree Be Rooted in the Discipline and Built for the Future?

One of the things I appreciate most about this new curriculum is that it is both current and rooted in the discipline. We did not replace marketing fundamentals with tools. We connected the fundamentals more directly to the tools, platforms, and decisions students will encounter in the workplace.

Students still need to understand consumer behavior, segmentation, targeting, positioning, branding, strategy, communication, value creation, and ethical decision-making. Those are the foundation. But they also need to understand how those ideas show up in CRM systems, dashboards, digital campaigns, search results, social media platforms, email automation, AI tools, and customer experiences.

That is where I believe the revised degree is especially strong. It does not chase technology for technology’s sake. It uses technology to strengthen marketing education.

What Does This Mean for Students, Families, and Employers?

For students, the result is a more focused, more relevant, and more applied degree. For families, it represents a stronger return on the investment they are making in higher education. For employers, it means graduates who are better prepared to contribute earlier because they understand both the strategy of marketing and the tools shaping the profession.

For UMSL, I believe it reflects who we are at our best: practical, student-centered, connected to the region, responsive to change, and committed to helping students build meaningful careers.

Why I Am Proud of This Work

This was a major lift, and I am incredibly proud of the faculty who helped make it happen. I am grateful for the board members who shared their insights, the colleagues who engaged in the hard work of curriculum mapping, and the university processes that allowed us to move this forward.

Most of all, I am excited for our students.

Beginning in Fall 2026, UMSL marketing students will be entering a program that better reflects the world they are preparing to join. It is more focused on marketing. It is more connected to the marketplace. It is more intentional about AI, digital strategy, CRM, branding, analytics, and applied tools. And it is built around a simple belief: students deserve a marketing degree that prepares them not just for the field as it once was, but for the field as it is becoming.

In short: UMSL redesigned its marketing degree to better prepare students for a marketplace shaped by AI, digital strategy, CRM, marketing automation, branding, analytics, SEO, GEO, and applied marketing tools. The goal is simple: give students a more focused, current, and career-relevant marketing education.

For related thoughts on how marketing education continues to change, see my earlier posts on digital marketing, social media strategy, and the evolving role of AI in marketing.

Dr. Perry D. Drake
Chair, Department of Marketing & Entrepreneurship
University of Missouri–St. Louis

Related Resources

SEO, AEO, GEO, and Agentic AI: What Marketing Students Need to Know

2026-06-22T13:27:10.029-07:00

Digital marketing is changing quickly. For years, marketers focused heavily on SEO, or Search Engine Optimization. The goal was to help a brand appear near the top of Google search results.

SEO still matters, but search is no longer just about typing a question into Google and clicking a link. Today, people ask questions through tools such as:

ChatGPT
Gemini
Perplexity
Copilot
Siri
Alexa
Google AI Overviews

Because of this shift, marketers need to understand four important terms:

SEO: Search Engine Optimization
AEO: Answer Engine Optimization
GEO: Generative Engine Optimization
Agentic AI: AI that can plan and take action

Together, these concepts show how marketing is moving from simply “getting found” to being understood, selected, summarized, recommended, and acted upon by AI systems.

1. SEO: Search Engine Optimization

SEO is the process of improving content so search engines can find it, understand it, and rank it in search results.

The traditional SEO goal is to appear high on a search engine results page.

For example, if someone searches:

“Best running shoes for beginners”

Nike, Dick’s Sporting Goods, Runner’s World, or a local running store would all want to appear near the top of Google.

SEO usually includes:

Researching keywords people use
Creating helpful content
Improving website structure
Making pages easy for search engines to crawl
Building credibility through quality content and backlinks

Simple definition:

“SEO helps people find your content through search engines.”

2. AEO: Answer Engine Optimization

AEO stands for Answer Engine Optimization.

AEO focuses on helping your content become the direct answer to a user’s question.

Today, users often do not want to scroll through a long list of links. They want a quick, useful answer.

For example, someone might ask:

“What is a brand?”
“What is email marketing?”
“What is the difference between SEO and SEM?”
“What can I do with a marketing degree?”

AEO helps content appear in places such as:

Google featured snippets
Voice search results
AI Overviews
FAQ-style answers
Siri, Alexa, and Google Assistant responses

To improve AEO, content should include:

Clear definitions
Short answers
FAQ sections
Step-by-step explanations
Plain language
Strong headings

Simple definition:

“AEO helps your content become the answer.”

3. GEO: Generative Engine Optimization

GEO stands for Generative Engine Optimization.

GEO is about making sure your brand, content, or organization can appear inside responses created by generative AI tools.

These tools include:

ChatGPT
Gemini
Claude
Perplexity
Copilot
Google AI Overviews

Unlike traditional Google search, generative AI tools often create a summarized response instead of showing only a list of websites.

For example, a user might ask:

“What are the best social media management platforms for small businesses?”

An AI tool might generate a comparison of platforms such as Hootsuite, Buffer, Sprout Social, Later, HubSpot, and others.

GEO asks:

Is your brand included?
Is your content summarized accurately?
Are you seen as credible?
Are you cited or recommended?
Does the AI understand what your company offers?

Simple definition:

“GEO helps your content appear in AI-generated responses.”

4. Are AEO and GEO the Same?

AEO and GEO are closely related, but they are not exactly the same.

AEO is about becoming the answer.

Example:

“What is email marketing?”

AEO helps your content become the direct answer to that question.

GEO is about being included in an AI-generated response.

Example:

“What are the best email marketing platforms for small businesses?”

GEO helps your brand or content appear in the AI’s comparison, summary, or recommendation.

Easy way to remember:

SEO = Be found
AEO = Be the answer
GEO = Be included in the AI response

They overlap because all three require content that is:

Clear
Accurate
Helpful
Trustworthy
Easy to understand
Well organized

5. Agentic AI: AI That Can Take Action

Agentic AI means AI that can do more than answer a question or generate content.

Agentic AI can:

Understand a goal
Plan steps
Use tools
Make decisions
Take action
Check results
Adjust what it does next

A regular generative AI prompt might be:

“Write five email subject lines.”

An agentic AI task might be:

“Review our last email campaign, identify why open rates were low, create three new subject lines, set up an A/B test, monitor the results, and recommend the winner.”

The difference is important.

Generative AI creates content.
Agentic AI can help manage a process.

In marketing, agentic AI might:

Monitor campaign performance
Adjust ad budgets
Personalize email campaigns
Recommend content
Score leads
Create reports
Suggest next steps
Automate parts of the customer journey

Simple definition:

“Agentic AI is AI that can plan, act, and adapt toward a goal.”

6. How These Terms Fit Together

These four concepts show how digital marketing is evolving.

Traditional digital marketing:

A customer searches Google, clicks a link, visits a website, and makes a decision.

New AI-powered digital marketing:

A customer asks a question, receives an AI-generated answer, compares options, and may act without ever visiting a traditional search results page.

That creates a major shift for marketers.

Brands now need to be visible not only to people, but also to the AI systems helping people make decisions.

7. Marketing Example

Imagine a university wants to promote its digital marketing program.

SEO

The university optimizes a page for:

“Digital marketing degree in St. Louis”

Goal: appear in Google search results.

AEO

The university creates a clear answer to:

“What can you do with a digital marketing degree?”

Goal: become the direct answer.

GEO

The university wants to be included when someone asks ChatGPT, Gemini, or Perplexity:

“What are good digital marketing programs in Missouri?”

Goal: appear in the AI-generated comparison.

Agentic AI

The university uses AI to:

Monitor student inquiries
Send personalized follow-up emails
Recommend program content
Alert advisors when a student is ready to apply

Goal: use AI to support and improve the student journey.

8. Why This Matters

For marketers, the goal is no longer just to rank on Google.

The new goal is to be:

Found in search
Chosen as an answer
Included in AI-generated responses
Trusted by both humans and AI systems
Ready for AI tools that can take action

This means strong marketing content must be:

Clear
Useful
Accurate
Current
Credible
Easy to summarize
Easy for AI systems to understand

The future of digital marketing is not just about keywords. It is about trust, clarity, authority, structure, and usefulness.

Key Takeaways

SEO helps people find your content in search engines.
AEO helps your content become the direct answer.
GEO helps your content appear in AI-generated responses.
Agentic AI can plan, act, and adapt toward a goal.
AEO and GEO are related, but GEO is broader and more focused on generative AI.
Marketers now need to write for both people and AI systems.
The goal is not just to get a click. The goal is to be understood, trusted, recommended, and selected.

Additional Readings

Digital Marketing Institute: “Search Everywhere Optimization: What Is SEO, GEO, and AEO?”
https://digitalmarketinginstitute.com/blog/what-is-seo-geo-and-aeo

Google Search Central: SEO Starter Guide
https://developers.google.com/search/docs/fundamentals/seo-starter-guide

MIT Sloan: “Agentic AI, Explained”
https://mitsloan.mit.edu/ideas-made-to-matter/agentic-ai-explained

Harvard Business Review: “Agentic AI Is Already Changing the Workforce”
https://hbr.org/2025/05/agentic-ai-is-already-changing-the-workforce

Original GEO Research Paper: “GEO: Generative Engine Optimization”
https://arxiv.org/abs/2311.09735

The Rise of “Degree Hacking” ...And Why Higher Education Better Pay Attention

2026-05-07T06:19:00.000-07:00

The Rise of “Degree Hacking” ...And Why Higher Education Better Pay Attention

I recently came across a fascinating article in The Washington Post discussing the growing trend of what many are now calling “degree hacking.”

If you have not heard the term yet, you probably will soon.

In short, people are figuring out ways to complete accredited college degrees at dramatically accelerated speeds and significantly lower costs through combinations of:

transfer credits,
online competency-based programs,
alternative learning platforms,
certifications,
testing out of courses,
and increasingly… AI-assisted learning.

Some students are reportedly completing bachelor’s degrees in months instead of years.

Now before many in higher education immediately dismiss this as some fringe internet movement, I would caution against doing so. In my opinion, this is not just a passing trend. This is a signal of a much larger shift happening in higher education right now.

And honestly? Higher education better pay attention.

What Is Really Happening Here?

This movement is not simply about “students trying to avoid learning.”

It is about several major forces colliding at the same time.

1. The Cost of Higher Education

Let’s be honest. Many families and adult learners are questioning whether the traditional four-year path is financially sustainable.

If someone can obtain:

an accredited degree,
while working full-time,
for a fraction of the traditional cost,
and complete it much faster,

that option becomes very attractive.

Especially for adult learners, career changers, and working professionals.

2. AI Is Accelerating Learning

We also cannot ignore the AI factor.

Today’s learners have access to:

AI tutoring,
instant explanations,
study support,
summarization tools,
practice quizzes,
writing assistance,
and personalized learning support 24/7.

Whether higher education likes it or not, AI is dramatically changing how quickly motivated students can absorb and apply information.

That reality is not going away.

In many ways, AI did not create the pressure higher education is feeling right now. It simply accelerated issues that were already bubbling beneath the surface:

rising costs,
questions about ROI,
concerns about relevance,
and growing skepticism around traditional timelines.

3. Competency Is Starting to Matter More Than Seat Time

Traditional higher education has long been built around semesters, classroom hours, and seat time.

But competency-based education asks a difficult question:

If a student can demonstrate mastery, why should they be required to sit in a classroom for 15 weeks?

That question makes many traditional institutions uncomfortable because it challenges one of the foundational structures of higher education itself.

At the same time, employers are increasingly focusing on demonstrated skills and competencies rather than simply the traditional degree pathway itself.

We are beginning to see discussions around:

skills-based hiring,
competency transcripts,
stackable credentials,
micro-certifications,
and alternative methods of validating learning.

That shift matters.

Here Is the Important Part…

I do not believe the traditional college experience disappears.

Far from it.

There will always be tremendous value in:

campus life,
networking,
mentorship,
collaboration,
student organizations,
internships,
athletics,
and the overall growth experience that occurs during college.

But I do believe the monopoly of the traditional four-year model is ending.

And that matters.

Higher Education’s “Blockbuster Moment”

There is an interesting analogy emerging in higher education circles right now.

Some argue universities risk having a “Blockbuster Video moment” if they fail to evolve with changing consumer expectations and technological realities.

I do not believe higher education is losing value.

Far from it.

But I do believe institutions risk losing relevance if they fail to adapt how that value is delivered.

That is a very different conversation.

So What Becomes the Value of a University?

This is where I think many universities need to rethink their positioning.

Because if content itself becomes increasingly accessible and commoditized, then the true value of higher education becomes:

human connection,
mentorship,
experiential learning,
networking,
industry engagement,
applied projects,
career preparation,
communication skills,
leadership development,
and community.

In other words:
The experience and the relationships become even more important.

This is exactly why I continue to believe strongly in:

industry-connected curriculum,
digital and AI integration,
conferences and networking opportunities,
applied learning,
advisory councils,
internships,
and exposing students to real professionals and real-world challenges.

Students today need more than information.

They need:

context,
application,
adaptability,
critical thinking,
communication skills,
and human guidance.

The Role of Faculty Is Changing Too

I also believe AI is changing the role of faculty.

Faculty are no longer simply content deliverers.

Increasingly, they become:

mentors,
facilitators,
coaches,
discussion leaders,
project guides,
and translators of complexity.

The old “sage on the stage” model becomes harder to maintain when information is instantly accessible through AI.

Ironically, this may make great faculty even more valuable moving forward — not less.

Because students will continue to need:

wisdom,
perspective,
ethics,
accountability,
and real human interaction.

We Also Need to Be Honest About the Risks

At the same time, legitimate concerns absolutely exist.

There are reasonable questions around:

academic integrity,
overreliance on AI,
shallow learning,
reduced attention spans,
critical thinking decline,
and credential dilution.

Those concerns should not be ignored.

Higher education must find ways to preserve rigor, quality, and meaningful learning outcomes while still adapting to changing realities.

This cannot become a race to the bottom.

Where I Think This Is Headed

I suspect over the next 5–10 years we will see:

shorter degree pathways,
stackable credentials,
hybrid learning models,
more competency-based education,
increased employer partnerships,
and greater integration of AI into learning environments.

At the same time, I also believe accrediting agencies and universities will eventually tighten oversight around extreme “speed-run” degree models to ensure academic quality remains strong.

But make no mistake:
This movement is real.

And institutions that refuse to adapt to changing learner expectations may find themselves struggling.

The future of higher education likely belongs to institutions that can successfully combine:

flexibility,
credibility,
affordability,
applied learning,
technology,
and authentic human engagement.

The universities that figure out that balance first will have a major advantage moving forward.

And frankly, this conversation is only beginning.

References & Related Reading

Behind the Scenes of Running A Major Conference... What Most People Don’t Realize

2026-05-01T06:15:00.000-07:00

Behind the Scenes of Running A Major Conference... What Most People Don’t Realize

When people walk into the Midwest Digital Marketing Conference (MDMC), they see polished stages, energized speakers, packed sessions, networking, branding, technology, smiling volunteers, coffee stations, food trucks, and a seamless attendee experience.

MDMC 2026 Session

What they often do not see is what happens behind the curtain.

Running a large conference is not simply “putting on an event.” It is the management of a high-stakes business operation with a fixed deadline, hundreds of moving parts, and no option to postpone when pressure rises. Industry research consistently notes that event planners face major stress around budgeting, staffing, logistics, rising costs, and stakeholder expectations. PCMA identified budget concerns as one of the top challenges facing event organizers, along with staffing shortages and workload pressure.

And that is exactly where the real story lives.

The Clock Never Stops

Unlike many business projects, conferences do not have flexible launch dates. Once the doors open, they open. Once thousands of dollars are committed, they are committed. Once guests arrive, excuses have no value.

The Project Management Institute has noted that events create a unique form of pressure because deadlines are immovable and schedule overruns are not acceptable.

That means every delay matters.

A missing sponsor payment matters.
A late speaker deck matters.
A catering miscount matters.
A registration tech glitch matters.
An AV issue matters.
A weather issue matters.
A vendor misunderstanding matters.

And all of it tends to matter at the same time.

The Weight of the Wallet

There is another reality many people never fully understand:

At the end of the day, someone has to own the financial bottom line.

Someone must look at contracts.
Someone must ask if costs are justified.
Someone must monitor ticket sales daily.
Someone must decide what can be upgraded and what cannot.
Someone must determine whether the event breaks even, loses money, or succeeds financially.

That responsibility can be lonely.

While others may focus only on programming, branding, hospitality, or creative ideas, the person carrying the financial burden must balance optimism with discipline. Hyatt notes that strong event budgeting is essential because it protects investment, reduces risk, and builds stakeholder confidence.

What many people don’t realize is how quickly small decisions turn into real dollars.

A simple request—like adding a second microphone to a breakout room—can cost $150–$200, even if it’s used for just one hour. A last-minute tweak to catering or AV may seem minor in isolation, but multiplied across dozens of rooms, sessions, and attendees, those changes can materially impact the bottom line.

Even food comes with constraints. Due to health regulations, anything not consumed within a short window—often just a couple of hours—must be removed and discarded. That means over-ordering isn’t just wasteful; it’s expensive.

These are the kinds of decisions happening constantly behind the scenes. Individually, they seem small. Collectively, they determine whether an event stays on budget, breaks even, or falls short.

In plain English: if the money side is not managed, nothing else matters.

Pressure Changes People

Pressure can also strain relationships.

When stakes are high, patience can shrink. Tone can harden. Emails can feel sharper than intended. Small misunderstandings can become larger than they should. Good people can say things they normally would not say.

This does not always come from bad intent.

Often, it comes from fatigue, urgency, fear, and the emotional weight of carrying too much for too long. Industry sources discussing event-planning burnout frequently point to the nonstop juggling of responsibilities and expectations as a major cause of tension.

That does not excuse poor behavior—but it does explain why grace matters.

What Leadership Really Looks Like

Leadership during conference season is not glamorous.

It can mean making unpopular calls.
It can mean saying no when others want yes.
It can mean absorbing criticism quietly.
It can mean keeping calm while others panic.
It can mean protecting the mission while navigating personalities.

And sometimes it means repairing relationships after the dust settles.

Because once the ballroom empties and the lights dim, what remains are the people who built it together.

Why It Is Still Worth It

Despite the pressure, there is something meaningful about creating an event that helps others learn, grow, connect, and advance their careers.

That makes the stress worth carrying.

MDMC is more than sessions and speakers. It is opportunity. It is community. It is students meeting professionals. It is ideas becoming action. It is momentum for people who needed it.

So if you ever attend a conference and everything seems effortless, remember:

It probably wasn’t.

Someone carried a heavy load so others could have a great experience.

And more often than not, that burden falls on the one watching the numbers, signing the checks, and making sure the whole thing survives.

Sources & Further Reading

The realities described above are well documented across the events industry:

PCMA — Budget Woes Top List of Event Planners’ Biggest Challenges
https://www.pcma.org/budget-woes-top-list-event-planners-biggest-challenges/
(Highlights budget constraints, rising costs, staffing shortages, workload pressure, and stakeholder challenges in event planning.)

PCMA — Budget Pressures and Big Expectations: Insights from the Meetings Market Survey
https://www.pcma.org/budget-pressures-big-expectations-insights-pcma-meetings-market-survey/
(Explains how planners must manage strict deadlines, budgets, rising expectations, and complex operations simultaneously.)

PCMA — Event Planning: The Third-Most Stressful Job in the World
https://www.pcma.org/3rd-most-stressful-job-event-planning/
(Discusses rising costs, financial pressure, and the growing stress placed on those responsible for event outcomes and revenue.)

PCMA — Planners Under Pressure
https://www.pcma.org/industry-under-pressure-stress/
(Explores how stress is deeply embedded in event planning roles and impacts professionals across the industry.)

GoGather — Event Planning: Overcoming the Top 10 Challenges
https://gogather.com/blog/top-10-event-planning-challenges
(Details the complexity of managing budgets, logistics, vendors, travel, and attendee expectations across large-scale events.)

TEAM IM — 7 Key Challenges in Event Planning
https://teami.org/7-key-challenges-in-event-planning-and-how-to-overcome-them/
(Outlines core operational challenges including budgeting, coordination, and managing multiple stakeholders.)

Fundraising Coach — Event Planning Challenges and Solutions
https://fundraisingcoach.com/2025/01/17/event-planning-challenges-and-solutions/
(Discusses financial constraints and the difficulty of delivering high-quality experiences within limited budgets.)

Wikipedia — Event Management Overview
https://en.wikipedia.org/wiki/Event_management
(Provides a broad overview of the complexity of event management, including budgeting, logistics, coordination, and execution.)

State of Digital: 2015 vs 2025 — What Changed (and What Didn’t)

2026-01-23T07:28:00.000-08:00

By Dr. Perry D. Drake

Let’s be honest… ten years is a lifetime in digital marketing.

In 2015, We Are Social released one of the most widely shared global snapshots of digital behavior: internet adoption, social media growth, and mobile penetration. Back then, it helped the world understand what was becoming obvious: digital wasn’t “the future” anymore. It was the new normal.

Fast forward to 2025, and We Are Social’s latest Digital report shows a world that is bigger, faster, more algorithmic, and more AI-shaped than anything we could have truly predicted.

So here’s what I wanted to do: put these two worlds side by side (2015 and 2025) and pull out the real storyline.

Not just numbers… but what it means for marketers, business leaders, and honestly anyone trying to keep up.

1) The Digital World Got Bigger. But the Story Isn’t “Access” Anymore

2015: The world hit a digital tipping point

In 2015, the report captured milestones that felt huge at the time:

The world passed 3 billion internet users
Social media surpassed 2 billion users
Mobile phone penetration passed 50%
Active mobile connections surpassed the global population

That wasn’t just trivia. That was a worldwide shift. Digital had officially moved from “emerging” to mass adoption.

2025: Access is assumed. Behavior is the battle.

In 2025, the digital world isn’t just bigger. It’s basically everywhere.

What the 2025 report shows is that digital is now where:

products get discovered,
brands get evaluated,
social credibility gets formed,
purchases get influenced,
and culture gets shaped.

And here’s the big shift:

In 2015 we were asking, “How many people are online?”
In 2025 we’re asking:

Which platform owns their attention?
Which algorithm decides what they see?
Which formats dominate their consumption?
How much is AI influencing all of this?

The 2025 digital world isn’t defined by connection. It’s defined by control.

2) Social Media: From “Mass Adoption” to “Influence Infrastructure”

2015: Social media was still a category people were learning

Back then, businesses were still asking:

Which platform should we use?
Do we need a Facebook page?
Is Twitter important?
What does “engagement” actually mean?

Social media growth was impressive, but the platform business models were still evolving. Influencer marketing hadn’t fully arrived yet.

2025: Social became a discovery engine (and commerce engine)

In 2025, social isn’t just “social.” It’s where discovery happens.

We Are Social’s 2025 report makes it clear: platforms now dominate:

brand discovery
product research
purchase influence
and a growing share of ad spend (plus influencer budgets)

Here’s the point I always tell students:

Social media isn’t where marketing happens in addition to everything else.
Social media is where the “everything else” often begins.

And one of the biggest trends worth spotlighting:

Social platforms are now competing with search engines, especially for younger consumers.

3) Mobile Went From a “Strategy” to the Default Reality Layer

2015: “Mobile-first” was still mostly a strategy

In 2015, mobile-first was basically code for:

responsive design
mobile-friendly websites
fewer desktop-only experiences

The report highlighted the rise of mobile internet access and device adoption.

2025: Mobile isn’t just a device. It’s the environment.

Today, mobile isn’t a channel. It’s the default setting for life:

navigation
entertainment
identity + social presence
payments and banking
shopping
customer service expectations
and even how AI assists our decisions

And here’s the key hidden shift:

Mobile no longer means browsing. Mobile means living inside apps.

This matters a LOT for marketing education and student readiness, because it forces people to think in terms of:

platform-native content
short-form storytelling
algorithm-triggered discovery
hyper-personalization
fast creative testing + iteration

In 2025, that’s normal.
In 2015, it wasn’t.

4) E-Commerce Went From “Option” to “Expected”

2015: E-commerce was growing, but not default

Back then, many consumers still:

researched online but bought offline
distrusted online payments
used digital mostly for information, not transaction

2025: Commerce is integrated into everything

In 2025, We Are Social treats commerce as baked into the digital ecosystem.

And the real change is this:

In 2025:

people don’t separate “shopping” from “media”
entertainment and commerce are blended
content IS commerce
creators are retail channels
feeds are product catalogs

This is why marketing today is far more cross-functional than it was in 2015. Strategy isn’t siloed anymore. It’s integrated.

5) The Biggest Difference of All: AI Wasn’t Even in the Story (Now It’s Everywhere)

2015: AI wasn’t mainstream marketing language

In 2015, marketing tech was framed around:

social media management
email automation
SEO / Google search dominance
digital ads expanding

AI existed, but it wasn’t shaping daily consumer behavior or the marketing playbook.

2025: AI is the hidden layer of digital life

In 2025, AI is influencing everything:

ad targeting
recommendation engines
search results
customer service (chatbots)
creative production (copy/video/image)
synthetic media + influencer ecosystems
workplace productivity and workflows

This shift deserves its own spotlight:

In 2015, digital marketing was about how humans use technology.
In 2025, digital marketing is increasingly about how technology uses humans.

That’s not negative. It’s the strategic reality now.

6) The “Dark Side” Trend: Digital Costs More (Socially, Emotionally, Politically)

This is the part most digital reports don’t emphasize enough. But it’s real.

In 2015, digital optimism was still dominant:

connect the world
build community
access information
“social” networking

In 2025, digital is still powerful. But it comes with major side effects:

polarization
misinformation
deepfakes
harassment
addiction dynamics
identity performance pressure

And here’s why that matters:

In 2025, marketers operate in an environment where trust is fragile. Credibility is not optional.

Key Takeaways for Marketing Leaders & Educators

If I had to summarize the “10-year shift” in real-world terms, it’s this:

Digital isn’t marketing. It’s infrastructure now.
Consumer life is digitally mediated. Strategy has to assume that.
Social platforms aren’t “social.” They’re discovery engines.
If you’re absent from social, you’re not quiet. You’re invisible.
Mobile isn’t a channel. It’s the default.
If it’s not built for mobile-native life, it doesn’t exist.
AI is part of the marketing operating system.
This is not a trend. It’s a permanent capability shift.
Trust is a brand asset.
Credibility is currency, and it must be earned continuously.

Closing Thought: What Didn’t Change

Here’s the twist: the tools changed dramatically, but the fundamentals didn’t.

Technology changes fast.
Human psychology changes slowly.

Consumers still want:

belonging
status
convenience
confidence
emotional satisfaction
identity reinforcement

But now those needs are expressed through a digital environment that’s more algorithmic, more commercial, and more AI-driven than the 2015 world ever imagined.

And that’s why comparing these reports side-by-side matters: the tools changed, the scale exploded, but human motivation still drives everything.

Sources / Credit

We Are Social (2015): Digital, Social & Mobile Worldwide in 2015
We Are Social (2025): Digital 2025 (Global Digital Report)

AI Skills: Your Key to Career Opportunity and the Future

2025-12-03T07:59:00.000-08:00

⭐ AI Skills: Your Key to Career Opportunity & the Future

By Dr. Perry Drake

I recently held a conversation with Ryan Brennell, a nationally recognized generative AI educator, consultant, and co-founder of Rocketing.ai. on the future of artificial intelligence, business education, and what career opportunity will look like for our students and professionals over the next decade — and it turned into one of the most thoughtful, energizing discussions I’ve had all year.

Ryan and I have been talking about AI for months, but this time felt different. The questions were deeper. The observations were sharper. And the sense of urgency — and opportunity — was unmistakable.

We covered everything from how AI is transforming marketing, finance, accounting, supply chain, and management, to how young professionals should think about the job market, and even what business schools like UMSL need to rethink in our curriculum.

In this post, I want to share some of the biggest takeaways from that conversation.
And at the end, you'll find the link to the full live discussion if you’d like to watch the entire session.

⭐ AI Isn’t Coming — It’s Already Here

One of the first points Ryan and I aligned on is simple: AI isn’t the future; it’s the present. Not in the abstract sense — but in the daily operations of nearly every business discipline.

When we think of “AI,” many people still picture robots or humanoid assistants. But the reality is that AI is now embedded in:

The ads you see online
How banks flag fraud
How hospitals schedule staff
How airlines price seats
How companies evaluate supply chain risk
How marketers build audiences
How HR screens résumés
How analysts generate reports

It’s not science fiction.
It’s infrastructure.

Ryan shared how many companies he consults with already use AI to connect disparate data systems, automate repetitive workflows, or generate reports that used to take hours or days.

In marketing and social media — something near and dear to my heart — nearly every platform now uses AI to influence what content is seen, who it is shown to, and why. And with generative AI tools accelerating ideation, writing, editing, and analytics, marketers no longer spend the bulk of their time “doing tasks.” They spend more of their time making decisions.

We aren’t preparing students for a world where AI exists.
We are preparing them for a world where AI is the baseline.

⭐ The “AI Will Take My Job” Fear Is Misguided — Here’s the Real Risk

There’s a lot of anxiety attached to AI, especially among students and early-career professionals. We addressed those fears head-on.

Ryan said something that stuck with many listeners:

“AI isn’t going to replace you.
But a person who knows how to use AI absolutely will.”

That is the distinction people must understand.

Jobs are not disappearing; tasks are disappearing.
Workflows are disappearing.
Inefficient processes are disappearing.

But roles are evolving, and in many cases, expanding.

The real risk isn’t AI itself — it’s being unprepared.

Professionals who avoid learning AI tools aren’t maintaining the status quo.
They’re falling behind faster each month. Not because they lack intelligence or work ethic, but because they’re not building fluency in the tools that companies now consider essential.

From accounting to supply chain, the message from employers is clear:
AI literacy is now part of being professionally literate.

⭐ Human Judgment: The One Skill AI Will Never Replace

Throughout the conversation, we returned several times to what I consider the most essential point:

AI is powerful, but it cannot replace human judgment.

Here’s what AI can do:

Analyze large datasets
Generate first drafts
Summarize information
Recommend next steps
Automate repetitive tasks

But AI cannot:

Understand organizational culture
Weigh ethical tradeoffs
Navigate ambiguity
Inspire teams
Read a room
Build relationships
Apply lived experience
Make strategic decisions when data is incomplete

Ryan called these “the human advantage stack”, and it really resonated.

Our students — and today’s working adults — must lean into curiosity, communication, leadership, ethics, adaptability, and critical thinking. These are the skills that are not automatable.

The secret is learning how to pair AI’s strengths with your own.

⭐ What AI Means for Each Major Business Discipline

One of my favorite parts of the discussion was exploring how each discipline in the College of Business will be impacted differently by AI.

Here’s a deeper dive into what we covered:

⭐ Marketing: From Tactics to Strategy

In marketing, AI tools can now:

Generate content drafts
Suggest SEO keywords
Analyze social media trends
Build audience segments
Personalize email flows
Predict customer churn

This is incredible — but it doesn’t eliminate marketers.
It elevates them.
It pushes them toward strategy, creativity, experimentation, insight, and storytelling.

Students who rely solely on the “creative feel” of marketing will struggle.
Students who combine creativity with data, analytics, and AI tools will thrive.

⭐ Finance: Faster Numbers, Deeper Interpretation

AI can produce financial summaries, scenario models, and variance reports faster than any entry-level analyst.

But the value now lies in:

interpreting the model
questioning assumptions
spotting anomalies
making recommendations

Ryan shared that companies increasingly want analysts who can explain the “why,” not just generate the “what.”

⭐ Accounting: Automation With Oversight

AI does exceptionally well with:

reconciliations
error detection
report drafting

But accountants who understand compliance, regulation, audit standards, ethics, internal controls, and risk will be in even higher demand.

Why?
Because automation raises the stakes on expert oversight.
It doesn’t reduce it.

⭐ Supply Chain: Predict, Adjust, Optimize

AI is already transforming logistics:

demand forecasting
inventory optimization
route planning
supplier risk analysis
capacity modeling

Students who understand problem-solving — who can run scenarios, think critically, and adapt to disruption — will lead in this field.

⭐ Management & HR: AI Can Screen — But Humans Lead

AI can help match candidates to roles, assess skill gaps, analyze performance trends, and support training plans.

But leadership, coaching, conflict resolution, empathy, and communication remain fundamentally human.

We need leaders who understand how to guide organizations during change — not just operate systems.

⭐ Education Must Evolve — And Fast

One of the most important parts of the conversation centered on what business schools must do to prepare students for this new world.

Ryan and I discussed several things:

✔ 1. AI must be integrated into every course — not treated as a standalone topic.

Students shouldn’t learn AI the way they learn a language or a coding class.
They should learn it inside:

marketing
finance
accounting
supply chain
management
analytics

✔ 2. Project-based learning is essential.

Students must use the tools, not just hear about them.

✔ 3. Digital portfolios matter more than ever.

Employers want to see how students apply AI.

✔ 4. Ethics needs to move from theory to practice.

Students should understand the responsible use of AI — where guardrails matter, and where judgment overrides algorithms.

✔ 5. Faculty development is crucial.

Professors must also learn AI tools to teach them effectively.

This is a turning point in higher education — and UMSL is working to be ahead of it.

⭐ The New First Impression: AI Fluency

Another powerful theme that emerged was how AI literacy is now a signal to employers.

Just like Excel, communication, or teamwork, AI is becoming part of what employers look for before interviews even begin.

Hiring managers now ask questions like:

“How do you use AI in your workflow?”
“What AI tools are you most comfortable with?”
“Can you show me examples of how you’ve used AI?”

If students can answer these questions clearly — with examples — they stand out immediately.

AI literacy is not optional.
It’s part of the professional handshake.

⭐ Small Daily Habits Make the Biggest Difference

One message we emphasized repeatedly is that adopting AI does not require massive change or huge time investments.

Ten minutes a day is enough.

Students and professionals can:

explore one new tool
test one workflow
write one prompt
read one article
attend one webinar
watch one tutorial
try automating one task

AI rewards curiosity.
And curiosity compounds.

⭐ Closing Reflection: Choose to Be Ready

As we wrapped up our conversation, we returned to an idea that Ryan articulated beautifully:

“You’re not competing with AI.
You’re competing with people who use AI.”

And that’s empowering.

Because we all have access to the same tools.
The same opportunities.
The same chance to prepare.

Students, professionals, executives, educators — we’re all in this together, learning as we go.

My advice is simple:

Stay curious
Stay open
Stay brave
Learn continuously
Use the tools
Question the outputs
Trust your judgment
Be willing to adapt

The future is coming fast — but so is your opportunity to shape it.

⭐ Watch the Full Conversation

Here is the link to the complete live discussion, where Ryan and I dive even deeper into these ideas and take questions from our audience:

➡️ YouTube Conversation with Drake and Brennell

I hope you find it as energizing as we did.

⭐ BONUS: Download the Full PowerPoint + Explore Certification Resources

To support your learning journey, I’ve made the full PowerPoint used during the discussion available for download. It includes:

Key frameworks
Recommended AI tools
Examples of AI workflows
Prompts and exercises
Slides covering trends across all business disciplines
A curated resource list for AI education

You’ll also find direct links to several AI certification and training programs, including:

✔ Google Skillshop

AI Essentials, Digital Marketing AI modules, data analytics pathways, and generative AI basics.

✔ HubSpot Academy

AI in Marketing, Prompting for Marketers, and certifications related to automation and content strategy.

✔ LinkedIn Learning

AI literacy tracks, business AI fundamentals, and role-specific AI courses (marketing, finance, HR, analytics).

✔ IBM SkillsBuild

AI foundations, ethical AI, machine learning introductions, and business-focused AI pathways.

✔ Microsoft Learn

Copilot training, AI productivity certifications, Azure AI fundamentals, and applied AI in the workplace.

These resources help students and professionals build real-world AI fluency — and they pair perfectly with the insights from our conversation.

➡️ Download PowerPoint Deck

⭐ Connect

Dr. Perry D. Drake: drakep@umsl.edu

Ryan Brennell : ryan.brennell@gmail.com

AI Tools and Projects Every Business Students Should be Showcasing Now!

2025-11-14T08:32:00.000-08:00

AI Tools & Projects Every Business Student Should Be Showcasing in 2025

Whether you're majoring in accounting, marketing, management, or supply chain, one thing is clear: AI fluency is no longer optional—it’s becoming a baseline skill for business professionals.

The good news? You don’t need to be a coder or data scientist to stand out. What employers want is simple:

You’ve actually used AI
You know its limitations
You can use it to work smarter, faster, and more strategically

This guide breaks down the best AI tools to learn and the exact types of projects you can showcase to make your resume, portfolio, or LinkedIn profile shine.

🌟 The Core AI Tools Every Business Student Should Know

1. ChatGPT or Claude (Conversational AI)

Think of these as your always-available research assistant, writing coach, and idea generator.

Projects Students Can Showcase

Accounting:

Built Excel formulas for variance analysis with AI guidance
Created a Python script (with AI assistance) to categorize journal entries

Marketing:

Designed three messaging angles for a mock product launch
Used AI to A/B test ad copy variations

Management:

Created a vendor selection decision tree with weighted criteria
Built an AI-assisted scorecard model for evaluating suppliers

Supply Chain:

Analyzed a supply chain disruption case and generated five contingency scenarios

2. Microsoft Copilot (AI inside Word, Excel, PowerPoint)

If your school uses Microsoft 365, you might already have access.

Projects Students Can Showcase

Analyzed three years of sales data to identify seasonal trends
Automated quarterly business review slide decks
Built meeting summaries that extract action items and owners

3. Google Gemini/Bard

Great for research, data organization, and strategic analysis.

Projects Students Can Showcase

Conducted competitive analysis across five retail companies
Connected Gemini to Google Sheets to auto-compile research data

🔧 AI Tools & Example Projects by Major

📊 Accounting & Finance

Tools to Learn:
ChatGPT/Claude, Excel with AI add-ins, Jasper.ai, Copy.ai

Portfolio-Worthy Projects:

Built a 3-statement model with AI-assisted formula validation
Simulated fraud detection by flagging unusual transactions
Automated bank reconciliation using Python with AI support
Generated MD&A narratives from raw financials

📣 Marketing

Tools to Learn:
ChatGPT/Claude, Midjourney or DALL·E, Jasper.ai, HubSpot AI

Portfolio-Worthy Projects:

Created a 15-post social media campaign with AI-generated visuals
Designed three customer personas using AI analysis of reviews
Built an email drip campaign and A/B tested subject lines
Produced SEO-optimized blogs and tracked keyword improvements

👥 Management & HR

Tools to Learn:
ChatGPT/Claude, Notion AI, Grammarly Business, Otter.ai

Portfolio-Worthy Projects:

Redesigned an onboarding process by identifying gaps with AI
Built a performance review framework with competency models
Created a communication plan for a mock merger
Developed a conflict resolution decision tree

🚚 Supply Chain & Operations

Tools to Learn:
ChatGPT/Claude, Python with AI assistance, Tableau with AI insights

Portfolio-Worthy Projects:

Built a demand forecasting model with AI-guided statistical methods
Optimized a warehouse layout and reduced picker travel time
Developed a supplier risk matrix using 20+ AI-researched factors
Simulated transportation problems and compared optimization methods

⚡ Universal “Power Projects” That Impress Any Employer

1. AI-Assisted Case Study Analysis

Take a case (HBR, Ivey, coursework) and use AI to:

Extract key issues
Evaluate alternatives
Build a recommendation framework
Show your prompts and validation steps

2. Mini Process Automation Portfolio

Example:

“I identified three repetitive tasks in my internship and automated them using AI + no-code tools, saving 4 hours per week.”

3. Data Analysis Showcase

Pull real datasets (Kaggle or government data)
Use AI to guide analysis and visualization
Present business insights

4. Personal AI Learning Blog or LinkedIn Series

Demonstrate your growth mindset:

Share “Before AI vs. After AI” examples
Post prompts you’ve tested
Reflect on what worked and what didn’t

🎤 How to Talk About AI in Interviews

Say This:

✔️ “I use AI as a thought partner, but I always validate outputs.”
✔️ “I built a project where AI handled routine tasks so I could focus on analysis.”
✔️ “I experiment with AI tools to increase productivity by X%.”

Avoid Saying:

❌ “AI does my work for me.”
❌ “I just used whatever ChatGPT gave me.”
❌ “I don’t understand AI, but it’s cool.”

🌈 The Project That Gets Recruiters’ Attention

The “Before AI vs. With AI” Comparison Project

Choose a real assignment
Document your traditional approach
Show how AI made it faster or better
Reflect honestly on the limitations

Example:

“A competitor analysis used to take me 8 hours. Using AI-assisted research, I delivered a deeper analysis in 2.5 hours and spent more time on strategic insights instead of data gathering.”

🧭 A Simple Message for Every Business Student

Employers aren’t expecting AI experts.
They’re expecting curious, adaptable problem-solvers.

Show that you:

Know how to use AI
Understand how to check its work
Can apply it to real business problems

If you can do that—even at a basic level—you’re already ahead of 90% of job applicants.

🎒 Final Thought for Students

AI isn’t here to replace you.
It’s here to supercharge you.

“AI is like a calculator. You still need to understand the math—AI just makes you faster. It’s the same in business: you still need to think. AI simply helps you think better.”

Building Your Professional Brand Online: How to Land Your Dream Job in the Digital Age

2025-11-09T10:48:00.000-08:00

Building Your Professional Brand Online: How to Land Your Dream Job in the Digital Age

In today’s digital world, your online presence is more than just a reflection of you—it is you. Whether you’re a student preparing to graduate, a professional seeking new opportunities, or an entrepreneur expanding your reach, one truth holds: you are a brand.

Your brand is built on what you value, how you behave, and what others experience when they interact with you. It’s not a logo or a tagline, but the sum of how you show up—online and offline. If you had to describe yourself in five words, what would they be? Write them down. Those few words are the compass for your career story.

Be Consistent and Authentic

A personal brand doesn’t just appear—it’s created through intention and consistency. The content you post, the tone you use, and the stories you tell should all reflect the same core version of you. Employers notice when they see authenticity paired with professionalism.

Over seventy percent of hiring managers check social media before interviews. That means keeping your public profiles polished isn’t optional—it’s part of the process. Let your personality show, but make sure it aligns with the professional image you want to project.

https://www.constantcontact.com/blog/personal-branding/

Why LinkedIn Is Your Most Important Platform

LinkedIn is your digital handshake. It’s where opportunity and preparation meet. You don’t need the premium version—you just need a profile that tells your story clearly and confidently.

A strong headline, a clean photo, and a well-written summary form the foundation. Post about what you’re learning. Comment on others’ insights. Share your perspective on trends in your field. These small actions build recognition and credibility over time.

Make Your Photo and Headline Count

Your profile photo is the first impression people have of you online. Choose one that’s bright, clear, and friendly. A plain background, visible shoulders, and a natural smile go a long way. Avoid selfies, filters, or cropped vacation shots—they make your profile feel casual when it should feel confident.

Your headline should do more than state your title. It should tell people what you do and where you’re headed. For example:
“Marketing Student | Social Media Strategy | Content Creation | Analytics Enthusiast” says far more than “Marketing Major at UMSL.” It communicates direction, skill, and ambition.

Craft a Summary That Tells Your Story

Your summary is your elevator pitch—the “why” behind what you do. If you’re a student, share what you’re studying and why you’re passionate about it. Mention any internships, part-time jobs, or entrepreneurial projects. Include campus activities or volunteer work. Then end with a personal note about what motivates you.

Recruiters want to see not only what you’ve done but who you are. Write in a natural tone, as if you’re speaking directly to someone who’s curious about your journey.

Use the Right Keywords

LinkedIn works like a search engine. Recruiters type in keywords related to the roles they’re hiring for, and the profiles that match rise to the top. You can use this to your advantage.

Review job descriptions in your field and identify four or five recurring terms. Weave them naturally into your headline, summary, and skills sections. For a marketing student, that might include SEO, Google Analytics, branding, or content creation. For accounting, it might be financial reporting, auditing, or data analysis.

Turn Experience Into Accomplishment

Your experience section should read like a story of impact, not a list of duties. Instead of writing “Responsible for managing store operations,” try “Increased sales by 15 percent by improving store layout and training staff.” Use action verbs and quantify results wherever possible.

Numbers add credibility. They show what you achieved rather than simply what you were assigned to do.

Show Heart Through Volunteer Work

Volunteering is one of the most underrated elements of a great professional profile. It signals initiative, empathy, and leadership. Whether you organized a fundraiser, tutored students, or helped with community events, list it proudly.

Engage with others on LinkedIn, too. Endorse skills, comment on achievements, and celebrate peers. Giving recognition often brings it back in return.

Grow Your Network with Intention

Networking isn’t about collecting names—it’s about building genuine connections. Join a few LinkedIn groups in your field, follow industry leaders, and participate in discussions. When you meet someone new, whether at a conference or online, connect right away and personalize your message.

Mention where you met or what you discussed. People remember thoughtful connections, not generic requests.

Showcase Your Work with a Digital Portfolio

A digital portfolio lets you demonstrate what you can do, not just what you say you can do. Include case studies, marketing plans, analytics reports, design samples, or certifications. Free tools like Google Sites, Canva, or Wix make it easy to build one.

Link your portfolio to your LinkedIn profile so potential employers can explore your work at any time. It’s your 24/7 digital showcase.

Understand How Recruiters Search

Most large companies use Applicant Tracking Systems—software that screens resumes before a human ever sees them. Think of it as Google for hiring managers.

To stand out, use a clean, text-based resume and mirror the job description’s language. Quantify your results, keep formatting simple, and save your file as a .docx. Tools like Jobscan or Resumeworded can help you see how closely your resume matches a job posting.

Shine During the Interview

Interviews today are less about what you know and more about who you are. Employers want curiosity, adaptability, and cultural fit.

Research the company before your interview. Look at their mission, social media, and recent projects. Mention something specific that resonates with you. For example, “I saw your sustainability initiative—that really aligns with my values.”

Show enthusiasm, be authentic, and close with gratitude. A quick thank-you email that includes a highlight from your conversation shows professionalism and thoughtfulness.

Keep the Momentum Going

Even after an interview or networking event, follow through. Collect business cards, jot a note on how you met, and connect on LinkedIn while the conversation is fresh. Opportunities often come from follow-ups months later.

The Bottom Line

Landing your dream job isn’t luck. It’s a mix of clarity, consistency, and courage. Your online presence—every post, comment, and connection—tells a story about who you are. Be intentional about that story. Stay curious. Stay visible. Keep showing up with purpose and authenticity.

Your next opportunity might already be looking for you.

Watch my video presentation here: 5 Pillars Presentation

The Launch Effect: The Hidden Force Behind Every Breakthrough

2025-11-07T04:27:00.000-08:00

🚀 The Launch Effect: The Hidden Force Behind Every Breakthrough

Marketing has always loved its “effects.” We’ve got the Halo Effect, where one great impression lifts a whole brand, and the Network Effect, where value grows as more people join in. But there’s another force quietly shaping the future of marketing... one that blends creativity, technology, and human drive into something bigger than any single campaign.

It’s called The Launch Effect.

1. Momentum That Moves More Than Just Metrics

The Launch Effect is what happens when a bold idea meets real execution. It’s the spark behind the campaign that catches fire, the product that shifts an industry, or the student who turns classroom lessons into a lifelong career.

A great launch doesn’t just start something, it accelerates everything around it. In today’s crowded digital landscape, the ability to generate and sustain momentum is a superpower.

2. Why Launches Matter More Than Ever

Launches used to be all about secrecy and spectacle. Think Steve Jobs unveiling the iPhone or Nike dropping a new Air Jordan at midnight. These moments were designed to dazzle.

Now? Launches are living, breathing systems. They unfold across platforms, evolve in real time, and thrive on audience interaction. One clever TikTok from a small skincare brand can spark a viral wave, sending orders flying and media buzzing within hours.

That’s The Launch Effect in action: one smart idea, executed well, creating exponential momentum.

3. The Three Phases: Ignition, Lift, Orbit

Every powerful launch follows a rhythm:

Ignition: The spark. This is the “what if” moment... an insight, a fresh take, a new angle. It’s driven by curiosity and the courage to act.
Lift: The push. Strategy meets storytelling. Data meets design. Teams align to give the idea altitude.
Orbit: The ripple. The idea gains momentum beyond its creator. It’s shared, adapted, and expanded. This is where virality, loyalty, and reputation converge.

4. How The Launch Effect Shows Up in Marketing

The beauty of The Launch Effect? It scales. Whether you’re launching a campaign, a brand, or a career, the principles apply.

Ideas: Today’s ideas live at the intersection of creativity and data. AI and analytics help marketers personalize with precision. Machines don’t replace marketers, they amplify them.
Campaigns: A launch isn’t just a press release anymore. It’s a conversation. Brands like Duolingo and Liquid Death create content people want to share. That’s momentum.
Brands: In 2025, launching a brand means leading with authenticity. Consumers want meaning, not just marketing. When belief and business align, the ripple begins.
Audiences: Sometimes, the audience launches the brand. Communities create their own culture. The question isn’t “Who is my audience?” but “How can I help them grow?”
Careers: Marketing careers evolve fast. The ones who thrive are always learning, experimenting, and sharing. Every project can be a launchpad.
Futures: Emerging tech such as AI, AR, and blockchain are reshaping the field. The Launch Effect here is about partnership: human imagination meets intelligent tools.

5. What Fuels a Great Launch

Behind every successful launch, you’ll find:

Curiosity: Innovators ask questions. They test ideas. They move before conditions are perfect.
Cross-pollination: The best launches connect disciplines such as marketing with psychology, data with design.
Courage: Execution takes guts. Momentum favors action.
Community: No launch happens alone. Teams, mentors, and early believers make the difference.

6. Beyond Marketing: The Universal Ripple

The Launch Effect isn’t just for marketers. It’s for teachers introducing new models, scientists sharing discoveries, nonprofits rallying volunteers. It starts with a spark, grows through collaboration, and ripples far beyond the originator.

At its core, it’s about human potential and the drive to create, act, and inspire others to move.

7. Where The Launch Effect Lives: MDMC

One place you’ll see The Launch Effect in full force? The Midwest Digital Marketing Conference (MDMC), a St. Louis tradition. For over a decade, it’s been a launchpad for ideas, tools, and connections.

Each year, professionals and students arrive curious and leave energized. Insights ripple across industries. Careers take shape. Products debut. MDMC is momentum in motion.

8. MDMC: A Living Laboratory

What started as a regional gathering is now one of the country’s top marketing conferences. It’s where innovation meets execution, again and again.

Scholarships, networking, and partnerships spark new opportunities. Presentations lead to collaborations. Attendees leave ready to launch what’s next.

MDMC doesn’t just reflect the past. It propels the future.

9. The Call to Launch

As MDMC 2026 approaches, The Launch Effect isn’t just a theme, it’s a challenge:

What are you ready to launch?
Who can you launch with?
What ripple will you create?

The world doesn’t need more ideas sitting on the shelf. It needs motion. Courage. Follow-through. The future belongs to those who launch.

10. The Spark Continues

If you’ve ever been to MDMC, you’ve felt it... that energy when creativity and collaboration collide. The hallway chats that turn into partnerships. The sessions that spark new strategies. The confidence that comes from community.

That’s The Launch Effect. And it’s driving MDMC into its next decade.

To learn more about attending, speaking, or sponsoring MDMC 2026, click here: MDMC

Why Marketing is a Lucrative, Exciting and Fulfilling Career Path

2025-10-14T09:48:00.000-07:00

🌟 Why Marketing Is a Lucrative, Exciting, and Fulfilling Career Path

1. It Blends Creativity and Strategy

Marketing sits at the intersection of art and science. You can dream up ideas that capture attention and use data to prove they work. Few careers let you tell stories, design visuals, write copy, run ads, study customer behavior, and analyze performance — all in one day.

“Marketing offers a rare balance of creativity and analytical thinking — you can be imaginative and logical at the same time.”
— Indeed Career Guide, 2024

2. It’s Lucrative and Growing

Marketing professionals are in strong demand worldwide, especially in digital marketing, analytics, and social media strategy.

U.S. Bureau of Labor Statistics: Marketing manager roles have a median salary of $156,580 (2024 data), and demand for marketing analysts and digital strategists is growing much faster than average (≈13%).
Specialists in areas like SEO, AI marketing, and CRM systems can earn six-figure salaries early in their careers.
Marketing is one of the few business majors where advancement depends more on performance and portfolio than seniority — meaning you can move up quickly.

“Marketing remains one of the most lucrative business fields for early career professionals — especially in digital analytics and brand strategy.”
— LinkedIn Economic Graph Report, 2025

3. Every Day Is Different

You’ll never be bored in marketing. One week you’re developing a TikTok campaign, the next you’re presenting consumer insights to the CEO, and after that you’re brainstorming product names with a design team.
If you thrive on variety and problem-solving, marketing keeps you energized and challenged.

“Marketing rewards curiosity — no two days, clients, or campaigns are the same.”
— Workamajig, Marketing Career Path Guide, 2024

4. It’s the Engine of Every Organization

Whether it’s a tech startup, hospital, sports team, or nonprofit — every organization needs marketing to survive. The skillset travels across industries and borders.
Graduates find themselves working in:

Digital agencies
Global brands
Startups
Entertainment and sports
Consulting and research firms
Entrepreneurship ventures (many marketers go on to start their own businesses)

5. It’s People-Focused and Purpose-Driven

At its core, marketing is about understanding what people need and helping them find solutions that make life better.
If you’re curious about human behavior, passionate about communication, and want to make a real impact — marketing is your home.

“Marketing connects people with ideas that change the world — it’s where business meets humanity.”
— American Marketing Association, 2024

6. It’s Future-Proof

AI, automation, and analytics are transforming every industry — but marketing sits at the forefront of that change. Marketers who embrace technology and creativity together will be indispensable in shaping the next decade of business.

“Marketing is becoming the most tech-driven function in business — and those who understand both creativity and data will lead the future.”
— Harvard Business Review, 2025

🔑 Bottom Line for Students

Marketing is not just a major — it’s a launchpad.
You’ll graduate with skills that make you employable anywhere, a mindset that keeps you curious and adaptable, and a career path that’s fun, flexible, and financially rewarding.

From Breadth to Relevance: How Higher Ed Is Rethinking General Education in the Age of Purposeful Learning

2025-07-25T10:54:00.000-07:00

📝 From Breadth to Relevance: How Higher Ed Is Rethinking General Education in the Age of Purposeful Learning

Introduction: It’s Time for a Change & Here’s Why

It’s time for a change in our emphasis areas. The world our students are entering is fast-moving, technology-driven, and demanding in ways that higher education simply hasn’t kept up with.

As the chair of a marketing and entrepreneurship department, I’ve watched the discipline of marketing evolve from a creative-based field into a highly technical, data-driven profession. Yet, our curriculum still reflects a simpler time. At my institution, we require only three core courses of our marketing majors: Principles of Marketing, Marketing Analysis, and Marketing Management. That’s it.

Meanwhile, our students graduate having never touched Google Ads, learned how to set up a drip email campaign, or built a customer journey map in HubSpot or Salesforce. Many have never heard of paid search or mobile marketing. This is unacceptable.

The reality is that general education requirements, while valuable in their intent, are crowding out the room students need to take the kinds of applied, career-ready courses that will truly prepare them for the job market. Digital marketing, SEO, CRM, Google Analytics certification, social content strategy, and mobile optimization aren’t nice-to-haves anymore. They are the job.

The trends we’re seeing across campuses and states tell a story that higher education can no longer ignore: it’s time to modernize. Let’s look at what’s happening, and what’s at stake.

Why General Education Is Under Pressure

A long-standing view articulates that general education “assure[s] intellectual breadth … develop the abilities to communicate clearly and effectively, use mathematics, … understand multiple modes of inquiry …”.

Nonetheless many critics assert that the old “distribution requirement” model caters more to faculty research specialties than student needs.

The rationale for Gen Ed as a foundation for critical participatory citizenship is increasingly at odds with demands for degree efficiency and direct career preparation.

“I took five gen ed classes my first year, and only one had anything to do with my major. I just felt like I was wasting time.”
— Sara G., junior in Information Systems, University of Colorado

Campus- and System-Level Reform Cases

University of Alabama: Launching the “Built by Bama Core,” a redesigned general education framework to offer more flexibility for students entering fall 2025.
Florida State University & Florida College System: The state Board of Governors approved removing hundreds of general education courses, including some focused on topics such as race, gender, and LGBTQ history.
Texas and Ohio Laws: In Texas, legislation enables boards to override Gen Ed requirements, eliminate low-enrollment programs, and evaluate DEI initiatives. Ohio’s Senate Bill 1 requires a civil literacy course and outlines limits on DEI-focused hiring and academic content.
Utah Public Institutions: All state institutions capped Gen Ed at 27–30 hours to improve graduation timelines and transferability.
Iowa Legislation: Proposed House Study Bill 63 would standardize Gen Ed across universities, requiring 40 hours but allowing flexibility for some majors.

“We wanted to reduce redundancy in course offerings and allow students to gain more domain-specific expertise earlier in their academic careers.”
— Dr. Amelia Thornton, Associate Dean, University of Iowa

Quotes and Themes

📘 On Value vs. Efficiency

“Courses with curriculum based on unproven, speculative or exploratory content” are being targeted for removal, a shift toward workforce-relevant content.

Texas lawmakers say the reform ensures courses are “worth the cost” and help students prepare for life and work.

⚠️ Academic Freedom & Diversity Concerns

“It’s an existential attack on higher education…” — Isaac Kamola, AAUP

🔄 Student-Centered Learning

“I actually liked some of my gen eds, especially my philosophy class. But I wish they were tied more to my major, like ethics in tech.”
— Jason R., sophomore in Computer Science, Arizona State University

Broader Trends and Reform Models

Some campuses are exploring interdisciplinary “big questions” curricula that align gen ed with majors. Research shows traditional Gen Ed courses often fail to build critical thinking, especially for applied majors.

Universities are reallocating credit hours from general electives to internships, certificates, and career-focused skills.

“The idea is not to eliminate general education, but to integrate it so it feels relevant and purposeful to the student.”
— Dr. Ken Liao, Chair of Undergraduate Studies, Portland State University

🪩 Reclaiming Credits for Career Readiness: A Better Balance?

Many degrees require 120+ credit hours to complete, yet only 40–60 of those relate directly to a student’s field. That means students spend up to half their degree in unrelated coursework.

This is especially problematic in professional programs like business, nursing, or computer science, where emphasis areas require increasingly specific coursework.

“Reducing general education requirements allows academic departments to build in more coursework that actually prepares students for real-world jobs, not just checking off boxes.”
— Dr. John D. Kemp, Curriculum Chair

🎓 Is Gen Ed Part of Why Students Are Skipping College?

Yes, according to national surveys and trend data.

A Gates Foundation survey found that 46% of non-enrolled adults said college “wasn’t worth the cost,” and 31% cited “too many classes that don’t matter.”
A New America survey reported that only 25% of Americans believe general education courses are very valuable, down from 38% in 2017.
Postsecondary enrollment in the U.S. dropped by over 1.23 million students between 2019–2022.

🎓 Case Example: Utah & Alabama Reform Models

Utah: Reduced Gen Ed to 27–30 hours, freeing credits for stackable credentials and deeper learning in STEM and health sciences.
Alabama: Introduced a flexible Gen Ed framework so students can “go deeper” in their major without being overloaded with unrelated electives.

But Let’s Be Fair: Why Some Say Gen Ed Still Matters

Despite mounting calls for reform, many still champion Gen Ed as the bedrock of higher learning. Supporters argue it:

Builds well-rounded thinkers
Encourages adaptability and civic literacy
Provides flexibility for students who switch majors
Builds soft skills employers consistently demand

“If we strip away general education entirely, we risk graduating technicians instead of educated citizens.”
— Dr. Eleanor Kwan, Dean of Liberal Arts

Conclusion: Why This Is Personal for Me

General education should be a bridge, not a barrier, between students and their aspirations.

Right now, it’s often a bottleneck. And I’m tired of watching my students graduate unprepared for the roles they’ve studied so hard for.

Marketing has evolved, and so should the curriculum that prepares students for it. We owe them more than just three required courses. We owe them access to the knowledge and tools they’ll actually use.

When students graduate with a marketing degree yet have no idea what CRM stands for, or have never heard of HubSpot, Salesforce, or drip campaigns, I can’t help but feel that we’ve let them down. These skills are essential in today’s marketing world. We offer these courses, but unless we’re empowered to make them required, too many students will miss out. That must change. It’s time we prioritize purpose and relevance in how we educate.

I would love to hear your thoughts on this subject.

Author Note

Dr. Perry Drake is the Chair of the Marketing and Entrepreneurship Department at the University of Missouri–St. Louis. He is also founder of the Midwest Digital Marketing Conference and a passionate advocate for career-aligned curriculum reform in higher education.

References

University of Alabama News: Built by Bama Core
Inside Higher Ed: Florida Gen Ed Overhaul
AP News: Texas and Ohio Legislation
Salt Lake Tribune: Utah Gen Ed Cap
Iowa Capital Dispatch: House Study Bill 63
Civics Alliance: Criticism of Distribution Models
NCBI: Gen Ed & Workforce Relevance
Academic Impressions: Reform Models
PMC: Thinking Skills & Gen Ed
ERIC: Workforce Readiness Models
Gates Foundation: Higher Ed Survey
New America: Public Attitudes Toward Gen Ed
National Student Clearinghouse: Enrollment Trends

Top Ten Checklist Prior to Starting your First Job Search

2022-02-21T04:13:00.005-08:00

Top Ten Checklist Prior to Starting your First Job Search

A College Students Guide to Success

As the country and world begin to emerge from under the grips of the pandemic, the job market is bound to become even more competitive than it already is. Full time jobs may be fewer as more companies increase the use of contingent workers as a safety net due to all the uncertainty. As such, it will be extremely important for college students entering the job marketing to be polished and on their toes in all regards if they desire to land that dream full time job.

At the University of Missouri – St. Louis, in addition to being a faculty member and department co-chair, I also run one of our executive advisory boards and act as the faculty advisor to the marketing club. This in addition, being the founder of the Midwest Digital Marketing Conference also keeps me well informed on what companies are looking for, trends, and skills our students need to succeed.

Below is a top ten checklist that I have created to help students prepare to stand out from the crowd.

Develop a Digital Portfolio

Unlike a resume or your LinkedIn profile, a digital portfolio helps to define your skills in a more tangible way... showcasing your creative side, writing skills, ability to sell, video skills, audio skills, and all the software you have worked with. They can even showcase volunteer work or causes you support via some of the creative work you might have done for them. If organized properly it will tell the story of who you are, your passions and what you are seeking in life. Many companies may not even consider you for employment without such a portfolio. In my social media strategies class, all students are required to create a digital portfolio for their final project using either Wix or Wordpress. To get ideas, just Google "examples of good student portfolios."

I don’t care what major you are, consider a digital portfolio. Even If you are an accounting student, you can still create a digital portfolio containing group presentations you did, papers you wrote, a blog you started (see below) flyers you created for club events, a video you shot and edited on your iPhone, or a great Instagram post that got a lot of engagement. Show them just how dynamic you are.

Create a Blog

Everyone has passions whether cooking, baseball, hiking, cars, etc. So, write about it. Set up a blog using Wix or Wordpress and write a few “short form” blog posts covering a couple of different aspects of your passion. You do not need to write one every week, but perhaps one a month. I would suggest around 600 words. Keep it manageable. You are not writing for SEO but rather to showcase your communication skills. And, who knows, you might get hooked. Google ideas for story lines, etc. There is a ton of material out there on the internet to guide you. And be sure to place this blog and your best written stories in your digital portfolio (see above).

Tighten Your LinkedIn profile

Before you start looking for your first internship or first job, ensure your LinkedIn profile is 100% ready. In my digital strategies class, all students are required to complete a good LinkedIn profile as a part of their midterm. There are a few things they must address specifically for full credit.

A good profile photo/headshot. A selfie or cropped image is not acceptable.
A background image that means something to you.
A good headline. For example, “Student at University” is not acceptable. Students must think about the SEO. Rather, “Digital and Social Media Marketing Communications / Student at University” would be most preferred and robust for HR reps searching for the same.
Summary must be four paragraphs. (1) what classes they are taking and topics they are learning. The buzz words are needed for SEO. (2) How they are working their way through school / or are they a full-time athlete (3) what other school activities such as clubs they belong to or volunteer work they do (4) what they do for fun in their spare time like running, cooking, reading.
Any and all work experience laid out chronologically. This should include work one did even at the age of 15. Of course, as more experience begins to emerge on their profiles those older items will drop off. But not now. Show it all. Show how hard you have and do work.
Education history laid out very neatly and chronologically.
Follow some industry groups and news organizations of importance.
If your paper resume is ready, upload digitally.
And, ensure no grammar mistakes and good formatting overall.

I have created a YouTube video for my students to guide them through these steps: https://www.youtube.com/watch?v=za9cNU2AqME&t=106s

Have a Strong Resume

Create a solid one-page resume that is free of grammar mistakes (for working professionals more than one page is acceptable but not for college students). Show to several people for edits. If your LinkedIn profile is polished, upload your resume there (see above). Google examples of good student resumes to see various formatting ideas. There is an abundance of options. But above all, keep it simple to ensure that the HR bots can read it correctly and you do not get kicked out due to their filters. Yes, everything is automated these days! In the “additional resources” listing at the end of this post I give a link to an article that lays out what you need to do to ensure your resume gets past the filter bots.

Obtain an Internship

Having an internship, is almost a must these days. Get some work experience in under your belt. Preferably in your field if possible or as close to it as you can. Do not wait until your last semester to do this. Seek out this opportunity in your junior year. It may take a semester to find the right fit. Seek help from career services in your college. In the College of Business at UMSL we have our own intern coordinator. She works closely with all our students on best opportunities for them.

Do Volunteer Work

Having volunteer work on your resume will make you stand out from the crowd. If you do not have any, seek out some opportunities at your church, a local nonprofit you are familiar with or chat with someone in the student affairs offices at your college. Work in a food pantry, help do social media for a small business that cannot afford to hire someone, the list is endless. Be creative. There are always organizations seeking and needing help. There is no excuse.

Build a Network

Once your LinkedIn is set, work on adding contacts. Connect with anyone you can on this platform including your teachers, parents, friends of your parents, past bosses and co-workers. When meeting someone at a club event or conference, grab their business card and tell them you will send a LinkedIn request later in the day. Even if you see no advantage to the connection immediately, keep in mind you have no idea who they might be connected to (a second level connection) that could be critical for you to land that internship or job you seek tomorrow. It is all about having a deep list of connections (1^st and 2^nd level).

Clean Up Your Social Media Accounts

HR reps have a way to scrap all your social media. Be forewarned. Wink wink. Assume nothing is private. Please. Clean things up. Here is my rule of thumb. If you feel you need to ask someone what they think about a post of yours and it being inappropriate, it probably is. Just clean it up. Take no chances. I have heard many stories of students not landing a dream job or internship because of a post that was seen or a tweet said. Clean it up.

Prepare For the Initial Interview

There are a few little things to remember when in an interview setting.

Your appearance – dress for success whether Zoom or face to face. Does not matter. Play the part.
Your speech – do not use slang words such as dope, lit, salty, etc. Be professional. Speak clearly.
Your Zoom setting – ensure the backdrop is appropriate and not your unmade bed. Minimize, the best you can, any background noise. If you know there might be some disturbances, just be upfront and apologize in advance. For example, say “I apologize in advance as we are having some work done in the house so you might hear a hammer on occasion.”
Taking notes - if Zoom, and (1) you plan to look over notes you took about the company in preparation for the interview or (2) to take notes on your PC or on paper during the interview, let them know what you are doing. Otherwise, they might think you are not paying attention and texting a friend. Be aware of how your actions might be portrayed on the other side of the camera.

Research the Company

Prior any interview, research the company thoroughly. Know the industry trends in which you are seeking employment. For example, if you google “digital marketing trends 2022,” you will find some great articles on what is about to take place in that field that you can allude to in your interview. Believe me this will help you stand out.

This is a really a no brainer and a job interview killer. Learn the company inside and out.

Offerings
Locations
Their mission
Social stance on issues
Latest breaking news (google them)

And, in addition, know who you will be speaking to. Ask your contact at the company in advance. Find them on LinkedIn, research them and take notes. It will come in handy. Try connecting as well.

BONUS ITEM #11 -- Seek Out Certifications

There are many opportunities to get additional training at little to no cost. For marketers, this includes certifications in Google Analytics, Paid Search, HubSpot and more. Just google the opportunities. These badges will set you apart from the rest of the pack. In the “additional resources” listing below, I provide a list of certification ideas for anyone. There is no shortage of ways to boost your skills and your appearance to that HR rep.

Additional Resources

https://www.gartner.com/smarterwithgartner/9-future-of-work-trends-post-covid-19

https://www.edutopia.org/blog/11-essentials-for-excellent-eportfolios-vicki-davis

https://www.emergingedtech.com/2018/04/why-your-students-should-blog-6-powerful-benefits/#:~:text=Blogging%20Exercises%20Student%20Creativity,Develop%20unique%20and%20original%20content

https://www.thebalancecareers.com/student-resume-examples-and-templates-2063555

https://www.businessinsider.com/3-keys-to-ensure-hiring-managers-read-your-resume-2021-9

https://www.studyinternational.com/news/free-courses-online/

Professor Drake's Top Go-To Resources For The Latest in Digital & Social Media Know-How, News and Trends.

2021-03-15T14:12:00.005-07:00

I get ask all the time by colleagues and students... "what are your top go-to resources for the latest in digital and social media know-how, news and trends?

So, after all these years, I have finally decided to publish my list.

It is by no means complete. I am sure you have your favorites that I have not included here on my list. Feel free to leave those in the comments of this blog piece or on my social media post. As an academic, I am always on the lookout for something I might be missing out on.

Here are mine. Enjoy.

https://neilpatel.com/blog/

Go to Neil Patel when you want to learn more about SEO, digital marketing, conversion optimization, ecommerce. Or, even how to generate more sales.

https://searchengineland.com/

Search Engine Land is a must read hub for news and information about search engine marketing, optimization and how search engines such as Google, Yahoo and Microsoft Live.com and Ask.com

https://sproutsocial.com/insights/

Sprout Social insights is a social media blog for business with a focus on bringing you the latest social media tips strategies and best practices.

https://blog.hubspot.com/

Hubspot’s Blog for marketing, sales, agency, and customer success content, which has more than 400,000 subscribers and attracts over 4.5 million monthly visitors.

https://www.searchenginejournal.com/

Search Engine Journal is dedicated to producing the latest search news, the best guides and how-to's for the SEO and marketing community.

https://www.searchenginewatch.com/

Search Engine Watch will deliver the latest daily news and insights about search engine marketing, SEO and Paid Search.

https://www.blog.google/products/marketingplatform/360/

Read the latest news and perspectives on the power of ads and analytics from the Google Marketing Platform team

https://www.socialmediatoday.com/

Social Media Today: The latest news, trends, and tips in social media

https://komarketing.com/blog/

Our Mission: Deliver strategic online marketing programs tailored to maximize results. Founded in 2004, KoMarketing has become one of the world’s best-known B2B online marketing agencies.

https://contentmarketinginstitute.com/

Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling

https://blog.alexa.com/

Alexa: The latest insights on how to reach and convert your audience online. Learn how to grow your business with SEO, content marketing and competitive analysis.

https://moz.com/blog/

MOZ: The industry's top wizards, doctors, and other experts offer their best advice, research, how-tos, and insights—all in the name of helping you level-up your SEO and online marketing skills

https://www.marketingsherpa.com/

Marketing Sherpa offers practical case studies, research and training for marketers and academics.

Perry D. Drake, Ph.D.

Department Co-Chair & Associate Teaching Professor of Marketing;

Executive Director, Marketing and Sales Leadership Institute;

Faculty Advisor, Marketing Advisory Board;

Faculty Advisor, UMSL Marketing Club

Founder, Midwest Digital Marketing Conference.

The University of Missouri - St. Louis

427 SSB, One University Blvd, St. Louis, MO, 63121

914-299-4879 (mobile)

Developing Your Social Media Marketing Plan

2020-09-01T09:58:00.002-07:00

The basic function of marketing as we know it has changed. It is no longer acceptable to simply push out a message or grab someones attention with a catchy slogan. You must be able to hold their attention. It is all about creating content to engage the consumer. This is where social media comes into play.

Many businesses both big and small fail at profiting from implementing a social media strategy. Remember, social media isn’t a separate part of your marketing efforts. It must be integrated into your overall marketing strategy for social medial to be effective.

I have developed a simple 9 step process to consider when building any marketing plan and in particular a social media marketing plan (see Figure 1 below).

Figure 1 Your Social Media Marketing Plan

Understanding Your Customers
Knowing your customers will help you assess the types of media to consider. And, the emphasis to place on each. Are your customers older? Are they more likely female? Where are they likely to purchase/shop?

Where Are You Now?
Who are your competitors and what are they doing promotionaly. What is their market share compared to yours. What is your market potential?

A great blog article on helping you understand the steps to market sizing is: How to Effectively Determine Your Market Size

Conduct a SWOT Analysis
Strengths - Do you have better customer service, better technology, bigger name recognition?
Weaknesses - Do you have fewer locations than your competitor, lower perceived value?
Opportunities - Are you moving into a unique and niche market? Is your competitor less nimble and capable of change?
Threats - A new competitor could move in quickly, no patent, easy entry.

Check out the following article to help you lay out an effective SWOT analysis: Discover New Opportunities, Manage and Eliminate Threats

State Objectives
What are you trying to achieve here:

Increase the customer base
Increase sales
Reduce attrition
Enhance awareness

Know Your Audience
Detail your segments for targeting and the unique qualities of each regarding demographic, psycho- graphic and behavioral data. This will be key to understanding the most appropriate social media strategy for each segment.

Select Your Social Media Channels
There are four dimensions you will need to consider here for purposes of building an effective strategy.

1. What social media channels make the most sense for your segments? Consider setting a priority of which social media to implement first, second and third. Especially if there are budget and resource constraints. This is very important. But, do NOT make the mistake of thinking you must be in every social media channel available. Some may not make sense for your business model.

2. Next think about if you will need a blog or a YouTube Channel? There are many other beneftis to blogging such as SEO and link building. Here is a great article by Search Engine Journal that may help: 7 Ways Businesses Benefit from Blogging

3. What about gamification of your brand or service? For example, badges for completing so many tasks. Serves as a great retention tool. Check out this article: How to Gamify Your Marketing

4, And lastly, do you need to worry about monitoring ratings? Do coupon sites make sense? What about social commerce?

Ensure a Good User Experience (UX)
As you lay out your plan, ensure you are representing the brand consistently across all channels both social, digital and traditional regarding the look, feel, price, options, etc. You do not want to confuse the customer. Be very deliberate here.

Regarding mobile, ensure your sites are working well in this environment with good responsive design and a supporting app if that makes sense. Remember, we are using mobile and tablets at higher and higher rates every day to access the web. So you need to be where your customers are. And, you need to give them a good experience.

The Action Plan
Lay out every step to execute the plan identifying responsible parties and due dates. Set your budget. Do not forget the tools. You will need tools to monitor your social efforts like Hootsuite. Additionally, to help you understand what percent of your budget consider this detailed article on the matter: How to Allocate your Marketing Budget

Monitor, Manage and Measure
Name one person to oversee the execution of the plan, hold regular update meetings. And lastly, define how you will determine success of your efforts by establishing measurable KPI's.

Hope you find this road map helpful. Would love to hear your thoughts.

Cheers!
Perry D. Drake

Shopping Cart Abandonment Rates Continue to Rise

2019-05-01T13:20:00.000-07:00

Wow, I can't believe all the money retailers are leaving on the table. As abandoned shopping cart rates continue to rise, e-commerce sites are not stepping up to the plate as aggressively as they could to recapture these lost sales.

I realize that in part the reason the rates are rising is that consumers are becoming more sophisticated with respect to shopping and comparing prices online. But that is no excuse for an e-commerce sites not to reach back. Just unacceptable.

Lets look at the facts.

First of all according to Optinmonster, abandonment rates have been on an upward trend since 2008, and are expected to continue to rise into the foreseeable future. See the chart below.

According to ReadyCloud, some of the top reasons consumers abandon their shopping carts an be seen below (multiple answers allowed):

Extra costs = 61%
Forced account creation = 35%
Complex checkout = 27%
Slow website load = 75%
High shipping costs =55%

So given these reasons, what is a retailer to do? Just sit back, wait, and hope the consumer returns? Well I would hope not.

Based on a study by Moosend roughly 10% of those consumers that receive a follow up email regarding their abandon cart will ultimately purchase. So think of all the money left on the table for a given e-commerce site...even if they just recapture 10% of that lost revenue.

Lets run a few numbers.

Consider a modest retailer with sales of $500,000 annually and a 70% abandonment rate. What are they leaving on the table? Using the formula below they are leaving $1,166,666 on the table.

[$500K / (1 - .70) ] - $500K

Assuming they convert just 10% of those that abandoned with triggered emails (a realistic number), that yields $116,666 in saved revenue. This would certainly cover the cost of the automation of a trigger based email program. So, there is no excuse.

And, what is more surprising, for those retailers who are reaching out to customers, they are not doing the best job possible. Believe it or not, based on that same study by Listrak, only 25% of the trigger based emails linked back to the abandoned shopping carts and only 34% of the emails were personalized.

So what is an e-commerce site to do? My answer...test, test, test. The cost here is minimal, yet the rewards could be huge.

Test the approach (soft or hard sell)
Test the offer (discounts, free shipping)
Test the timing (wait one or two or three days)

In fact the optimal timing of a follow up email is within 24 hours according to many experts including SmartrMail.

As Nike says, just do it!

Perry Drake, PhD

The Purchase Funnel, Then and Now

2019-04-02T15:00:00.000-07:00

The purchase funnel was first developed in 1898 by E. St. Elmo Lewis as a theoretical customer journey from the first point of contact with a brand to the final purchase decision. As consumers traverse through the funnel the numbers lessen. This is due to the fact that of all who first become aware of the brand, relatively few actually convert. Understanding how changes in our marketing strategies at each of these steps impacts the bottom line is key to the success of any business. Pre web and social media or post, the basics are still the same.

As shown in Figure 1 below, the marketing purchase funnel has been comprised of four main components over the years: Awareness, Interest, Desire and Action. This is known as AIDA. What has mostly influenced the decisions at each stage were brand initiated and included such things as in store demos, TV and print ads, FSI's, coupons and billboards.

Figure 1: Purchase Funnel Pre Social Media

Due to the introduction of the web, search engines and social media, the definition of each are changing as is the relationship of each of these to one another. However, the basic funnel concept still works. Let’s discuss each of these concepts further in today’s world.

Awareness in today’s world has totally changed due to Social Media. No longer are we made aware by simple push messages. Brands are pulling us in and telling us what they have to offer. And in some cases it is not even the brand that is directly making us aware of a product but rather our friends who are sharing their experiences with us on social media sites.

How a brand keeps our interest is also totally different thanks to retargeting of online ads or tailored web experiences due to cookie drops.

Once we have gained product awareness and shown sustained interest, a brand has many more options today to move us further along that path in order to increase our desire to buy. Years ago we would have to call to request a sample or go into an automobile showroom to talk pricing. Today those are no longer the only options available.

And then of course there is the purchase action. Money is still needed for this to take place, but what has changed is how we can share our purchase experiences (good or bad) with our friends and family. We can become advocates and make others aware of the product on behalf of the brand.

The new funnel is being depicted in many forms by various companies like Forrester Research as shown below in Figure 3.

Figure 3: New Model by Forrester Research

What this figure shows nicely is the “disruption” being caused in the purchase cycle by the abundance of information we can now gather at every step of the purchase process.

But at a high level the “funnel” concept still works. It shows nicely how as consumers move along that journey their numbers lessen.

Keep in mind, the funnel never was meant to depict a linear path. What is vastly different today are the experiences or options we have at each of those steps from a marketers and consumers perspective. What the funnel looks like today is as shown in Figure 3 below. As you can see there are now many more things affecting the purchase decision.

Figure 3: The New Purchase Funnel Post Social Media

The biggest difference in today’s world is advocacy. Brands need advocates for their products. They need to create them, find them and foster a good relationship with them. Why? Because they who the consumer turns to in order to gain information prior any purchase consideration. Based on a recent Nielsen report, 92% of people trust brand advocates. Remember, as said prior, control has shifted to the consumer in so many regards. This makes brands a bit nervous. Understanding that shift, as Sephora has done, and capitalizing on it will ensure a strong customer base full of advocates for your brand or offering for years to come.

Here is another thought on the new conversion funnel that I like: https://curatti.com/a-new-marketing-funnel-is-taking-over/

I would love to hear your comments.

Perry D. Drake

Professor of Social and Digital Media

University of Missouri - St. Louis

Why Don't My Double Click Impressions Match My Google Analytics Numbers?

2019-04-02T09:05:00.000-07:00

I get asked this question all the time. Not to worry, there is an easy explanation and a fix.

Here is the main reason. DoubleClick is reporting impressions served or delivered to ad tags. Analytics packages like Google Analytics of Adobe SiteCatalyst are counting the execution of page tracking code.

If your Google Analytics tracking code is at the bottom of your web page and placed right above the closing of the body section (see Figure 1 below) then you are definitely at risk for reporting discrepancies. And, the bigger and heavier the page the more at risk you are.

Figure 1: Google Analytics code placed at bottom of web page HTML code.

Why is this an issue? Because a person who clicks on your DoubleClick ad and bounces quickly will in all likelihood never trigger the Google Analytics or Adobe SiteCatalyst tracking code lying at the bottom of your page code.

And if you think about it, people will bounce more and more quickly on ads versus search results. Right?

So, what is the solution?

One simple solution is to place your Google Analytics tracking code near the top of the page to minimize the risk. Simple fix.

And, in fact, when you create a Google Analytics account today, Google tells you to place the code at the top of the page right before closing our the header section. That is not what they used to tell us. Hence that is why when viewing the source code for most websites you will see the tracking code at the bottom.

So, if you want to minimize the risk of your ad server impressions not matching your Google Analytics or Adobe SiteCatalyst figures, just move the code to the top of the page. It will not remove the risk completely but will come close.

Here are two other articles on the same topic that also shed more light on this topic.

Good Luck!
Perry

Why Did Hashtags Disappear from the 2019 Super Bowl Ads?

2019-02-20T12:13:00.000-08:00

Every year for the past 6 years I have had my digital marketing students at the University of Missouri – St. Louis do an assessment of the Super Bowl ads regarding their use of hashtags, social media icons and URL’s to help drive conversation. This year, my students and I were shocked to see virtually no advertiser using hashtags.

Peak usage of hashtags in Super Bowl ads was 57% in 2014 according to Marketingland. Since that year, it has been in decline every year. In 2015, 2016, 2017 usage of hashtags in Super Bowl ads were 50%, 45% and 30% respectively based on another report by Marketingland.

So why has hashtag usage in Super Bowl ads slipped to virtually none in 2019? Are they just not effective any longer? To prove or disprove this point I decided to examine brand mentions for the top five brands from 2018 and compare that to the top five brands from 2019.

For 2018, we can see in the graphic below, Avocados from Mexico had the most mentions during the superbowl at 137,000, followed by Pepsi at 38,000 according to Salesforce. And, all five of the top brands used hashtags within their ads. In addition, we should keep in mind this is not really reflective of the true reach which could easily be in the millions for some brands depending on the influence and reach of those that used the hashtags within their posts.

2018 Social Media Mentions, Top 5 Brands (Salesforce.com)

For 2019, virtually no brands used hashtags within their ads. They all had campaign hashtags in play, but were only using them in their social media posts. The top five most mentioned brands on social media during the Super Bowl according to Salesforce are shown below. None of the top five used hashtags upon my examination of their ads. And, as a result we can definitely see much fewer mentions than the prior year.

2019 Social Media Mentions, Top 5 Brands (Salesforce.com)

This year the most mentioned brand was Bud Light at only 31,500 in comparison to the top brand in 2018 (Avocados from Mexico) at 137,000 mentions. A significant difference to say the least.

My students this semester thought that the Pepsi "More than OK" campaign was one of the best executed across the digital channels but felt they missed out on additional reach and exposure by not having the "morethanok" hashtag appear on the TV ad. They also felt that Pepsi missed out by not driving those not familiar with their abundance of fun social media content to their social media channels.

They also felt the Doritos "NowItsHot" campaign was a hit given how they ensured a large audience by mashing up Chance the Rapper with the Backstreet Boys. This is a great way to grab the attention of the broadest audience possible across generations. But they thought the hashtag strategy was a bit weak. Engagement could have been centered around how we eat the Flamin' Hot Nacho flavor or asking us if we prefer hot or regular.

So why did almost every advertiser not use a hashtag in 2019? Why would you not toss your campaign hashtag (or a new one) at the end of your ad? Why would you not want to drive significant conversation around your brand at a time when it will be seen by 103 millions viewers? The benefit of a hashtag is to help evoke conversation and extend your voice around an event, cause, emotion and in that moment. Why would you not want to do extend your reach? It seems crazy to me!

So what happened? Given recent marketing missteps by various brands like Dove and H&M and others were advertisers afraid this year of making a misstep themselves in front of such a big audience. Were they all just playing it safe? Did they lack the resources to monitor the conversation? I am anxious to see what 2020 brings us, or should I say doesn't bring us.

Measuring Social Media ROI

2016-11-07T18:20:00.000-08:00

It has been 3 long years as I close in on the completion of my Ph.D. in Education Technology at the University of Missouri - St. Louis. As I finalize my dissertation on the use of social media by universities in communicating with students and alumni there are many interesting questions my committee have been asking. I will share my answers to some of those with you now specifically on the measurement of marketing ROI for both for-profit and not-for-profit organizations.

Committee:
How do not-for-profit organizations, such as universities, measure return on investment?

Perry:
Measuring ROI for traditional nonprofit organizations can be difficult as many of the positive outcomes of spend on research or a marketing campaign or appeal may be intangible with a social (ethical) component. Quantifying those benefits are difficult to say the least but can be recorded and noted. However, other outcomes of marketing and research spend can be quantified.

For example, if a university spends dollars on research for a new drug and takes that drug to market then we can weigh the costs versus the outcomes (sales) against one another. But even in this case, a clear cut example, we are still missing the value brought to the lives of healthier adults or children due to the use of this new drug. So in this case we know our hard ROI figures are definitely understated. By how much, it is hard to tell. But certainly we could try to apply values to our formula.

Regarding pure “marketing” ROI, nonprofits can measure this in various ways. The metrics to consider depend on where in the marketing funnel the dollars are being spent. There are many funnels for nonprofits but in general it comes down to these main four components shown below from top of the funnel to bottom respectively with tactics and metrics also listed:

For universities the above funnel is the same for the alumni association or those in development. But this funnel does not work for those in charge of student enrollment. For this function, a more traditional funnel is in play as shown below:

With marketing automation tools like Hubspot, Eloqua, Marketo and Salesforce, most of these various actions can now be tied back to the initial visitor via tags. The challenge is in determining the correct attribution model to clearly understand the value each part of the marketing strategy brought to the table. In a panel session I moderated last month on marketing ROI which included digital strategists from Purina, Centene, Linkedin, Adobe and Perficient, we all agreed that measuring ROI is difficult due to the complexities of marketing these days, but as long as you stick with one attribution model you will at least be making apple to apple comparisons for assessment purposes. No metric will be 100% accurate in the digital marketing world.

Committee:
A recent article reported that only 15% of organizations (for-profit and not-for-profit) can quantify the impact of social media. Discuss how organizations should measure the impact of adopting digital media strategies.

Perry:
Today many CMO’s are still having major issues quantifying the impact of all of their marketing campaigns. In a recent article by Adobe, 93% of CMOs say they are under pressure to deliver measurable ROI; only about 20% of marketers are successful at tracking their content marketing programs; and only 8% of companies said they can determine the ROI of their social media spending.

We must keep in mind that the definition of social media ROI really depends on the goals. Not all goals will be quantifiable and may be non-financial. And, as I spoke prior, regardless of the efforts we will not be 100% accurate in our figures. I am a firm believer that you first define your metrics and formulas the best you can and secondly stick with that same measurement strategy throughout for clear apple to apple comparisons. Doing so, will allow one to compare one campaign versus another with minimal risk of misinterpreting.

Let’s consider some specific goals:

Lead generation – click-throughs can be easily tracked from social media posts to the website for signup forms or downloads. Future engagement can then be tracked on these visitors on social going forward.

Donations – click-throughs can be tracked from social media or emails campaigns and actions noted. Future engagement and actions of this donor can be tracked elsewhere going forward. Re-targeting campaigns can be used as well.

Site traffic – for publishing sites it is all about visits, page view and their return rate. Metrics can be set and monitored over time. Traffic sources will be followed closely and difference in content consumption noted.

Revenue – Last but not least, was a sale made? Where did they come from, what content did they consume along the way, how much nurturing was required?

In general, ROI can be captured with some effort. But even if we could follow every prospect and customer around digitally, there are many things outside of our control (as marketers) that mess up metrics. These include individuals that delete their cookies on a regular basis (1/3 of us delete our cookies on a monthly basis); search in stealth mode; use Adblock Plus (a popular browser plug-in which blocks ads); share a computer with their spouse at home; etc.

Committee:
Another recent article indicated that analytics are only useful if they are considered across the organization. Comment on this statement.

Perry:
I could not agree more with this statement. In order for an organization to fully harness the power of data and technology all within the organization need to be on board. The organization must create a data-centric culture. To me this means making data easy to request, capture, access, display and interpret.

Data can (and today must) be used strategically by every individual in an organization from a copywriter to the HR representative to the web developer in order to stay competitive. And in today’s faced paced world, companies need to be ready to shift and pivot when the market says. Companies need the latest and best data to help them answer those important questions. It is a shift in thinking. We must now ask at every level and every department, what data do you need to support your business goals?

Today tools including Tableau, SAS, IBM, and others make the date capture, analysis, reporting and visualization very easy for the novice. Most tools are point and click unlike when I was a young analyst at the Reader’s Digest Association in the late 80’s and early 90’s. An organization, by the way, that was way ahead of its time in terms of a culture of no silos, all had a place at the table and data was at the heart of every single decision made.

Committee:
Yet another recent article indicated that non-consumer facing organizations have greater success in using social media. Comment on this statement.

Perry:
The use of social media and strategy for B2B is certainly different than B2C. I am not sure I would agree with the author of the article that B2B has far greater success in the use of social media. I think it is just different and your success depends on your strategy and deployment and measurements.

Let’s talk about content, channels and goals for these two business models to understand better.

Content

For B2B the strategy is clear. It is whitepapers, e-books, downloads, forms, case studies and more. All easy to track and present.

For B2C, caution has to be taken so that it is not perceived as a push. The content needs to be visually stimulating and entertaining in some cases. Native ads are also used for this purpose.

Channels

For B2B it is certainly LinkedIn for the main channel. Twitter most likely following. And Facebook last. But of course there are always exceptions. You must understand your audience and it’s demographic.

For B2C, it is pretty much all social media except LinkedIn. And, again which is priority depends on your audience and their demographic.

Goals

For B2B it is a download, form signup, e-book, newsletter. All easy to track success of campaigns with marketing automation tools in use today.

For B2C it is sales for the most part. And the journey to get to that sale can be complex and fraught with attribution issues as previously spoken about.

This educational journey of mine has been very fulfilling. I hope you find me sharing answers to questions posed by my Ph.D. committee helpful in understanding the complex world of measuring marketing ROI.

Perry Drake Speaks at the Social@Scale Summit Hosted by UMSL, Purina and Sprinklr

2014-10-24T14:41:00.001-07:00

On September 11 of 2014, the University of Missouri - St. Louis teamed up with Purina and Sprinklr to host the Social@Scale Conference in the JC Penney Conference Center. More than 250 industry professional, students and academics came to this half day event featuring guest speakers from Purina, Brown Shoe, Ameren, Save-a-Lot, Monsanto, Lockerdome and more. It was an information packed afternoon with lots of great questions and answers.

All sessions were taped thanks to STL Tech Talk. I closed out the event with a talk about "Embracing the Disruption" where I also spoke of future trends (below).

One fact that I spoke about which seemed to resonate with parents in the audience can be seen in the captured tweet shown below.

We ended with some great food and wine curtosy of The St. Louis American Marketing Association and Waterway Carwash. Oh yes, and there were some great gift items also for everyone -- a very nice portfolio for note taking, a pen and a coupon for a free carwash!

If you were not able to make it, keep an out out for next year. We are already in talks of doing this annually.

The Digitization of Currency

2014-10-08T11:10:00.000-07:00

Another disruption is about to occur. Are you ready? And it is going to effect how you and I will make purchases.

Apple Pay is about to allow us to quickly cross the chasm in terms of leaving our wallets and credit cards behind. Apple will play a key role in moving the early majority to this new pay model relatively quickly. Starbucks blazed the trail with their payment app a few years ago. And, the early adopters of that technology (me included) embraced this new way of paying relatively quickly. It felt cool. It was cutting edge, whipping out our phone and paying for a Latte. Us early adopters had also hoped it would have spread even more. But to have an app for every retailer would be cumbersome and not manageable.

Apple Pay will solve this problem and I see this new technology propelling us forward in terms of digitizing currency. And as this occurs, I wonder just how badly it will disrupt the Federal Reserve and what it will mean for Bitcoin. Might currency disappear all together? Will Apple Pay and Bitcoin compliment each other somehow in this new collaborative and sharing economy that appears to be emerging? Maybe Apple Pay will help Bitcoin become more mainstream? All are a real possibility. I just get excited thinking about what all might transpire!

Let’s look at some interesting facts from Comscore, Digiday and Goldman Sachs to support what we are talking about:

A third of all online purchases are made with mobile devices.
Approximately 86% of our mobile time is through an app.
Online retail spending grew 14% last year.
Global e-commerce sales made via mobile devices are expected to top $638 billion in the U.S. by 2018.

So, when looking at those stats and projections above, keep in mind that they were all posted before the announcement of Apple Pay. So I think we can see what this means for the future of a currency free society. It will not be long.

Whether or not Apple Pay slays eBay’s new “One Touch PayPal” is not the point. But what is certain is that Apple will in fact play a major role in this disruption that is about to occur and change the way we conduct e-commerce forever. So I ask again, are you ready for this next big disruption that is about to occur? I know I am and cannot wait.

I Would love to hear your thoughts about this topic and if you agree with me.

Perry

P.S. Here are some links and articles of interest to share with you:

Embrace the disruption, don't fight it!

2014-06-25T14:58:00.001-07:00

I bet you are feeling the disruption due to technology advances either in your personal life or workplace? Am I correct? And I bet you are feeling overwhelmed at times by these disruptions? Yes? Trying to stay on top of the latest computer advances, technologies, medias, communication vehicles, apps, mobile devices, advances in tracking software, and online security issues is not easy to say the least.

Well, don't feel alone.

We are all feeling the impact here. But here is the deal...embrace these disruptions and adapt and become stronger as a result or as a business you will be out on the streets. These advances are not likely to slow down any time soon, guaranteed.

Two months ago I was invited to speak on the uses of social media and digital technologies at an AGTA (Airport Ground Transportation Association) conference being held in Clearwater Florida. And, I was honored to have been asked.

Listening to the 3 keynote speakers prior me going on stage, I heard fear and anger from the AGTA about Lyft and Uber who are infringing on cab and livery drivers turf at airports, hotels, and about town. I heard them talk about the poor quality of the Uber driver and how they are not licensed, or insured in some cases, or have criminal records. They went on for over an hour. I felt hatred, anger, confusion and many emotions pouring out of them that morning during the keynote. But you know what, I get it. They are being disrupted by technology. Just the latest victim due to technological advances. I totally get it. But talking badly about Uber or Lyft is not going to make it all go away. The consumer has spoken. And they love the ability to open an app, click and have a car at their door. And, in this day and age of social media, the consumer is in complete control. The tables have turned. So, when I got up to start my talk I told them not to feel alone. I told them they are not the only ones feeling the pains and sense of confusion. We all are, even us academics like myself. Yes, even academics.

In case you did not realize we academics are undergoing a major disruption in the University setting. MAJOR! In academia we are being disrupted by what we call MOOCS - Massive Open Online Courses. Courses that are being offered online for free and in some cases full semester courses. Khan Academy and Coursera are just two such web sites offering these courses from universities like Rutgers and Harvard. Many universities like mine do not know what to do. The way we deliver content to students is changing and changing quickly and if we do not adapt we will have no students to teach. It is that simple. I cannot tell you how many committees I am on right now dealing with this issue. But you know what, I love it. I, like many of my peers, are embracing the challenge and trying to figure out how we can make education more affordable, convenient and a better overall experience for the students all due to technological advances.

Brands too have and are feeling the pain. Because of social media, they have lost the ability to simply push out a message and expect us consumers to passively accept that message as fact. Now us consumers have the control. We can tell our friends what we think of the brand, their products and the type of customer support (good or poor) we receive. Brands have totally had to change the way they interact with us consumers as a result of social media all caused by advances in mobile technology. And, those brands that do not understand this simple fact, well, will be left out in the cold.

But two of the the biggest disruptions I can think of were (1) Naspter and (2) travel agencies.

Napster, although what they were doing was illegal, totally changed the way music was purchased and delivered and consumed. Probably one of the largest disruptions out there due to advances in technology.

And what about the once vibrant travel agency business model. Remember them? Or maybe you don't. In this case it was the adoption of the Internet alone that changed that business model and killed off travel agencies (except for those dealing with exotic vacations). Apps or mobile had nothing to do with this feat. Travelocity, Kayak and others killed the travel agency businesses. Wow, not that is a disruption.

So Mr Cab Driver we are all being disrupted. You are not alone. You (and all of us) have two choices. Either site back and fight it and lose or, embrace all that technology can bring and use it to our full advantage to build even a better business model. The later will be more fun and give much better odd of success. Guaranteed.

I would love to hear your thoughts.

Perry D. Drake
Assistant Professor of Social and Digital Media Marketing, University of Missouri - St. Louis

A Statistician's View on the IRS Investigation

2014-06-21T17:22:00.005-07:00

If you have been following the congressional investigations on the IRS practices, you may have heard that seven individuals who are under investigation, all had hard drive failures on or about the same time. In addition to that, the IRS further claimed all failures resulted in an inability to retrieve any data from each of the seven drives. Here is a link to the Miami Herald from June 20, 2014 on the hearings in case you have been vacationing on a remote island the past week: http://hrld.us/1lIktol.

Photo Source: C-SPAN

As a seasoned statistician and data analyst, I thought to myself, what are the odds? Is this very likely? Maybe it is. After all, we live in a digital world and who among us hasn’t had a hard drive crash, or had a close friend who had a hard drive crash? So I decided to do some investigation to determine just how long the odds were of seven hard drives failing, and following that, the probability that of all seven, no data can be salvaged.

As any statistician knows, this is a straightforward calculation. It simply requires some data, a few assumptions and a calculator that can multiply.

Data Required

1. What is the failure rate of any hard drive? Hard drives do tend to fail more when they are older and in addition various manufacturers have different failure rates. I found an article on Lifehacker providing some good information comparing some major manufacturers. (reference: http://lifehacker.com/the-most-and-least-reliable-hard-drive-brands-1505797966).

They also provided some normative failure rates across all drives. (reference: http://lifehacker.com/how-long-your-hard-drive-is-likely-to-last-1462918832) In particular, the last article says that if you consider a hard drive’s life in three segments, the probability of a failure in year 1 is 5.1%. Past year 1, but before 3 years, the failure rate drops to 1.4%. After three years the failure rate is 11.8%.

2. What is the probability of retrieving information on a crashed hard drive? In looking into the various causes of hard drive failure, there are many things that can render a hard drive inoperable without damaging the disk itself. If the disk itself is in tact, the data should be retrievable by strategies that include (1) taking the disk from the inoperable drive and swapping it into a drive that works or (2) taking a transient voltage suppressor (TVS) diode off of the circuit board causing the hard drive to come back to life long enough for one to copy files to a fully functional disk drive. Joel Hruska wrote an excellent piece on these and other techniques, "Raising the dead: Can a normal person repair a damaged hard drive?" (reference: http://www.extremetech.com/computing/133294-raising-the-dead-can-a-regular-person-repair-a-damaged-hard-drive

What cannot be repaired is actual damage to the disk itself. So in investigating the success rates of companies that do this sort of thing (and provide success rate metrics on their website), I found a company in Grand Rapids, Michigan called Data Recover that gives a success rate on data recovery at 95%. I also found a German Company called Freecom which gives a success rate on data recovery at 98%.

Assumptions
We will assume the crashes of the seven hard drives are independent. Meaning that in an office setting, the event of a co-worker's hard drive crashing has nothing to do with the probability that your own workstation will experience a hard drive crash. This is a relatively safe assumption.

Additionally, we will assume the ability to retrieve the information from one drive has nothing to do with the ability to retrieve data from another drive. Again I think a safe assumption assuming we make a good effort to retrieve data on each damaged hard drive.

The Equation
Assuming independence of events, the equation to compute the probability of seven hard drive failures is the probability of a failure on the first computer, multiplied by the probability of a failure on the second computer...and so on until the seventh computer. If we assume the odds of any one hard drive crashing being equal to 11.8%, then the odds of seven hard drives crashing at the office would be 11.8% to the 7th power:

(0.118)**7 = 0.0000003185473901

or converting it to odds

1 in 3,139,250

If we further factor in the probability of not being able to retrieve data on any of the seven hard drives we would need to include the 5% probability for each computer that the data would be irretrievable. To do this we simply multiply the above figure by 0.05 to the 7th power:

0.0000003185473901 x (.05)**7 = 0.0000000000000002488651485

or converting it to odds

1 in 4,018,240,425,000,000

To put this in perspective, the odds of an individual being hit by a meteorite has been calculated by NASA to be 1 in 20,000,000,000,000 (reference: http://www.theguardian.com/commentisfree/2011/oct/13/meteorite-space-earth). And the odds you will win a Powerball Lottery is 1 in 175,223,510 (that is why most statistician never play the lottery by the way!)

What do you think? Could it be true? Would love to hear your thoughts and if you agreed with my assumptions. #lovestatistics #bigdata #numbercruncher

Rhonda Knehans-Drake
Assistant Professor, New York University & CEO, Drake Direct

How to Plan and Organize a Tweetup

2013-09-23T09:41:00.000-07:00

Want to hold a live event of face-to-face #IRL (in real life) people that you know or met through Twitter, Facebook, Linkedin or other social media sites? The tools today make this so easy to accomplish. So, lets talk about what it takes to hold a "tweetup."

There are several steps we must consider.

1. Determine Your Audience

What is your event about and who would be interested in attending?
What do the attendees look like?

For example are you holding a workshop to discuss issues of Human Trafficking? Are you interested in a biking meetup group? Or would you like to throw a conference on using technology in the classroom?

Once you decide the exact topic and what the attendees look like, you will need to think of keywords that you believe will be used in conversations by these people to help you spot them out in the digital world. For example, lets assume you are wanting to throw a conference on the use of technology in the classroom for the St. Louis market. Keywords or phrases that might appear in social media conversations could include:

edtech, #edtech or education technology
STEM or #STEM (science, technology, engineering, mathematics)
technology or #technology
STL, #STL or St. Louis
flippedclassroom, #flippedclassroom or flipped classroom
BYOD, #BYOD or bring your own device

Do not worry. You do not have to think of everything. Once you start examining some of the conversations including these phrases you will see other words or phrases that you might have overlooked and will add them to your list.

2. Find Your Audience and Begin Engagement

Your next step is to go to the various social media properties and start the process of finding your future community members. Lets discuss this for the three major social media sites including Twitter, Linkedin and Facebook

Twitter: You will use the search function in Twitter to search for tweets containing your keywords. For example the figure below shows us a partial list of tweeters that have used the hashtag #edtech & #STL in a Twitter search.

You will then click on each one and see if they are meeting your criteria. If so, follow them and place them in a list that you create on Twitter for this event. If they do not meet your criteria then pass.

Next steps include:

Wait a day or two and note who follows you back.
Start observing what they are tweeting.
Retweet some of their tweets or favorite some of their tweets but only if it makes sense and fits your goals. But, do not go overboard.
In your approach you must be real and considerate or they will not let you in their community or want to be a part of the community you are trying to form. Very important! If you come across as too aggressive, pushy or sales-like and they will ignore you or worse yet, unfollow you.

Linkedin: On Linkedin there are two types of searches you will want to do: individuals and groups.

For individuals:

You will search for people that include your keywords or phrases.
Attempt to connect to anyone that appears to be your audience.
Ensure you tell them why you wish to connect. Do not use the default "I'd like to add you to my professional network on LinkedIn." That will NOT work.
If they are a friend of one of your friends on Linkedin (e.g. 1st level or 2nd level connections), ask them for a virtual introduction. That will ensure higher success.

When searching for groups, you will do the same thing:

Do the same search of your keywords and phrases but for groups.
Join the group if it looks good and observe the members for a few days
Take note of how active they are, if members regularly contribute and how they interact with one another.
You want to be observant and considerate. Each group has different dynamics. So study them first before you start posting things about your event. Some groups are very strict on advertising events. In that case you will need to approach them differently. And, if the group is large with much potential, you will want to plan your strategy carefully to ensure they accept you and identify you as having a high level of authority.

Facebook: With Facebook you can search for friends that are interested in certain things via the graph search function. For example, as shown in the figure below, you can enter in the search box "people who are interested in education pages."

You can also search for groups the same way. If they fit your profile then like them. Similar to Linkedin, observe the page for a few days noting how active the fans are, what they typically post and how they interact with each other. And, the more important you see the community being to your cause, the more strategic you will want to be in the planning stages of how you will approach them to ensure they embrace you as a part of the community.

3. Determine Your Event Details

Now that you are in the process of finding your audience/community, the next step is to determine event logistics.

How will you do ticketing and will it be free or paid
Where do you want to hold the event
What hashtag do you want to create for your event

Ticketing: There are many free options for ticketing. Two of the most popular companies include meetup.com and eventbrite.com. Both allow you to create a webpage for the event, collect payments and even help promote your event to known communities.

But if your event is charging a fee, they will take a cut. That is how they monetize. So, that brings up the next question. Do you want to charge? For your first event you will want as many present as possible to spread the word of your event and future events. Try to hold your first event free. If not then seek out sponsors to help deflect the costs.

I have used Eventbrite for many free student events and it works great. Check them out for all the details. They will give you the professional and polished look you will want.

Location: The location of the event will be equally important. You will want to try and assess where the majority of your community lives and try to find a spot somewhere in the middle. Take into consideration if they will be coming from work or home. Very important. Ask around to get the best deals. Sometimes nonprofit locations may donate space if there is a synergy with their cause or clientele or in exchange for free attendance.

Hashtags: You will want to create a hashtag for the event. If this is going to be a annual event, then do not embed a date in the hashtag as you will want it to live on.

Having a hashtag will allow you to:

Determine how long the conversation is going after the event.
Monitor the conversation live during the event and display that conversation for everyone to see using simple and free software which I will reveal later.

Additionally remember to keep the hashtag simple and easy to remember. For example, the hashtag I created for my "State of Digital Media Marketing Conference 2013" held on the UMSL campus was #UMSLDigital.

To use a hashtag, you simply tell all tweeting attendees to include your hashtag in their tweets. It is that simple. Anyone can make up a hashtag.

4. Getting the Word Out

This is the step where you are going to greatly increase your level of engagement with those you have decided to follow from step 2. If you did your homework correctly on those you are following, you will know who they are, what they like and what they react to. And as such, you should have engaged with many of those you are following, and have had some of them engage with you. If that is not the case then are not ready to proceed with this step. This is the step where you are going to ask for help in extending your reach.

At this step you will begin to send communications to some of the influencers directly by putting their handle in the tweet. For example, here is a tweet that might be created to inform a few influencers of an upcoming important conference.

If you have successfully formed a relationship with those you are following, they will be more than happy to retweet your messages to their followers on your behalf. Success!

But do not forget, when they ask you to extend their reach on their behalf, you will do the same without hesitation. Very important for a strong relationship to be forged.

5. At the Event

At the event you will want to do as many things as possible to heighten the engagement of your audience members and to spread the word to their followers. You have many options to do this.

Stream your tweets live during the event. Using free software like twitterfall.com or visibiletweets.com you can stream your tweets at the event live for all to see. Doing so will cause the engagement rate to increase due to the competitive nature of wanting to see yourself on the wall. Below is a screen shot of twitterfall for the hashtag #kenya. This tool streams the tweets live in real time.

Use hashtags. You must create a hashtag for your event and ask all in attendance to use that hashtag when tweeting. Doing so will allow you to determine how long the conversation is going after the event in addition to monitor the conversation live during the event.

As previously stated, keep the hashtag simple and easy to remember.

Consider using an app such as Bonfyre to further heighten engagement. Bonfyre.com is a private "Facebook" environment for which you must be invited to join. You will send an invitation to all attendees of your event or conference to join the Bonfyre. Once they join, members can post comments, like others posts, share their posts, or upload photos or links. Once the event is over, Bonfrye serves as a nice digital diary of the event. Just another way to engage. I love Bonfrye and have used them for many conferences and in the classroom. Here is a writeup of my use of Bonfyre for my large digital marketing conference in April of 2013: Around the Bonfyre with Professor Drake an Event App Conversation

I hope you found this post on creating a tweetup of your virtual friends valuable. Would love to hear your thoughts, ideas and suggestions I may have not considered.

Perry D. Drake
Professor of Digital and Social Media
University of Missouri - St. Louis

Understanding Paid, Earned and Owned Media

2013-08-03T13:20:00.002-07:00

There are three ways in which you can get exposure in the digital space. They are Paid, Owned and Earned Media. Let’s go over each and what they each bring to the party.

Owned Media – is the media a brand owns like their website, blog, Facebook page, or any other branded channel including YouTube.

Paid Media – are ads that a brand pays for like banner ads, paid search, video ads on YouTube, or even sponsorships.

Earned Media – are the viral aspects of your marketing efforts including word of mouth, reviews on Yelp, blog comments, Facebook story shares, and any other user generated content on various social channels. Any social sharing falls in this category.

Each bring something to the party as mentioned earlier. Owned media helps provide information to your current prospects and customers that are most likely already in the funnel. This media helps keep them engaged. Whereas paid media is a way to inform your non customers and those unaware of you about your brand or offer. Paid serves as a means of getting prospects to the funnel. Earned media, helps to ignite the flames even more and spread the word more quickly about your brand or offer. It helps to builds those advocates. And keep in mind, although we call it “earned media” typically money is being put behind these efforts indirectly.

All three are important from an advertising point of view to create your brands awareness and serve their part in the mix as the figure above shows. But of the three, earned media are becoming increasingly important to a brand. Where earned, for a large part, is a result of your paid and owned media efforts.

But do not forget that all three work very closely together and are tightly entwined. As the saying goes, 1 + 1 = 3 is definately the case here.

Consider these important facts from various sources to keep in mind when building out your campaigns:

Ad recall of a social ad was 55% greater than a non-social ad (Nielsen)

Offline sales of people exposed to a brands website is 3X more likely to make a purchase than those that were subject to the paid ad alone (Nielsen).

90% of people trust the recommendations of people they know (Nielsen)

70% of people trust recommendations from people they don’t know on sites like Yelp (Nielsen)

Fans and friends of fans for Starbucks were found to spend 8% more and transact 11% more in store than non-fans and non-friends of fans (ComScore)

Fans are 41% more likely to recommend a brand to a friend (Syncapse)

As can be clearly seen, it is not any one media alone but all three that create your presence.

I hope you found this post beneficial and thought provoking. I would love to hear your thoughts.

Perry D. Drake

Professor of Social and Digital Media

University of Missouri - St. Louis