Digtial Marketing - how important are diplomas?

In the digital field, certified continuing education or training can also guarantee specialized further education, depending on the needs. But does it make sense to complete training that does not promise a diploma degree? And what value does such training have for a professional career? On the other hand, conditions in digital marketing in particular are changing rapidly. This raises the legitimate question of whether a diploma course over several years is not already obsolete before the degree is achieved. In addition, diploma courses are usually very cost-intensive, so a choice cannot be made lightly. Werbewoche asked two training experts for their assessment on this topic. Answers are given by Raphaela Höhn, who together with Kristina Kaiser is responsible for the IAB diploma courses in digital marketing, and Evelyn Leu, Training Specialist at Google Switzerland and Austria. Ursina Maurer

Raphaela Höhn answers the question of how important diplomas are in digital marketing - and how long they are valid at all. She believes that a diploma cannot become obsolete if the knowledge is regularly and specifically applied in practice.

WW: Diplomas are not always necessary, know-how can also be acquired in practice - or in training courses. Is that right?
Practice and experience on the job are the most important things. But often one lacks the time during or after work to learn supplementary or new subjects. In addition, diplomas are helpful for job applications, because you can prove a certain level of knowledge. Especially at a young age, diplomas help you to get ahead in your job, broaden your horizons and show a willingness to learn.

What are the advantages of continuing education with certification or a diploma?
A diploma underpins what you have learned, as you have to study for the exam and your level of knowledge is tested. In the case of a course with a certificate of attendance, the participant can also just be streamed without actively dealing with the material. As far as the IAB certification of other schools/courses is concerned, the IAB thereby confirms that the digital marketing content has a certain level, a certain relevance. As a professional association, it is our concern that digital marketing is really inside where digital marketing is written on it.

Digital marketing is subject to many changes and innovations. Can the Digital Marketing Diploma Course (basic and advanced) adapt quickly enough to these changes?
Yes, definitely. All of our instructors are experts from the field. They experience the changes first-hand every day in their work and can then pass them on to the course participants one-to-one.

Learning in installments usually doesn't make much sense. How long is such a diploma valid, and how can the IAB ensure that one is not already obsolete in five years?
Any diploma becomes "obsolete" if you do not actively apply what you have learned. It is in the nature of things that the world does not stand still. In digital marketing, changes are happening a bit faster than in other topics. But you have to keep up with it everywhere. It is therefore up to each individual to decide whether or not they want to let a diploma or what they have learned become "obsolete". The IAB can only prove that someone had a certain level of knowledge at the time the diploma was awarded.

Digital Marketing Course

IAB Switzerland launched the digital marketing course for beginners around three years ago. This was done together with the partners Blick.ch, Goldbach Audience, Google, Microsoft, NZZ, Publimedia, Swisscom, Tamedia and Tradedoubler. In the meantime, further partners and course offerings have been added. The IAB Academy courses are aimed at people of all professions who want to acquire a basic knowledge of digital marketing and/or enter the field of digital media. The promotion of young talent and market development is a matter of concern to the Country Director of Google Switzerland, Patrick Warnking: "Agencies and advertisers tell us again and again that they have an urgent need for young talent in the area of online marketing. The IAB has taken up this challenge and developed a course in online marketing with us and other partners. This industry initiative started in April 2012 - and it also prompted us to join the IAB ourselves. As part of the digital marketing basic and advanced courses, we are involved with courses on search engine marketing. We believe that we can make a meaningful contribution to the attractiveness and competitiveness of Switzerland as a business location."

Know-how for the handling of a specific tool

Evelyn Leu gives free trainings on Google AdWords, the Google Display Network, advertising with YouTube, but also on topics such as Google Analytics or Google Shopping. Leu also simultaneously participates as an instructor in the IAB Digital Marketing Diploma Course (basic course) with a module on search engine marketing. She believes that an additional CAS, for example, is not always absolutely necessary.

WW: Diplomas are not always necessary; know-how can also be acquired in practice - or in training courses. Is that right? And what are the arguments in favor of pure specialization?
If I need quick and concentrated training that I can also apply in practice right away, the first thing I have to consider is how much effort I can invest. Depending on my personal situation, it may make sense to attend a university of applied sciences or a CAS. If I want to close specific gaps in my knowledge, or if I want to learn more about a specific tool, practical training courses can be useful. Individual companies and SMEs in particular do not necessarily need an additional CAS for their digital marketing strategy, but only the know-how for handling a specific tool, such as Google AdWords, Google Analytics or display advertising. Many users of these tools start without setting goals and without a basic know-how. This can easily lead to failure. However, with specific training, they are able to start a targeted campaign with concrete goals and then measure and analyze the results in hard numbers. The training courses range from basic courses to specialized know-how transfer.

But free Google training - that sounds a bit like a sales event.
My trainings are not designed to pitch the tool to visitors as the only true thing. Rather, I show interested parties the possibilities where they can use our tools and how they can try them out. I only want to impart the knowledge that people need to be able to use the tool successfully.

You also impart the knowledge from the Google training courses in the Digital Marketing diploma course at the IAB. Is the orientation much different here?
In terms of content, the courses do not differ that much. In the IAB module, I don't go into as much detail about working in an AdWords account. In the IAB Digital Marketing Basic course, I give an insight into search engine marketing with Google AdWords and which factors can be decisive for success. The IAB Basic Module provides a solid foundation and can serve as a supplement to traditional marketing. The digital marketing advanced course builds on this know-how. In the deepening module then the practice is promoted purposefully around the Google AdWords know-how. The focus here is on topics such as the campaign structure or the optimization possibilities of a campaign.

What are the advantages of continuing education with certification or a diploma?
Certificates and diplomas are extremely important for a resume. However, people have already moved away from purely theoretical training because they have realized how important practical relevance is. But "learning on the fly" doesn't make sense, especially in the field of digital marketing, because development is proceeding at a rapid pace. Further training in this specialist area makes sense above all when there is an opportunity to put what you have learned into practice - ideally also right away during the courses.

Google Trainings

The Google trainings (www.google.ch/ads/training) are open to all interested parties from sectors such as SMEs, media and creative agencies, as well as students. In addition, the Google Partner Academy has developed training courses specifically for agencies. The trainings are followed by certified exams, which Google recognizes worldwide. So although these certificates are not state-recognized, they are nevertheless not only a plus point in the portfolio, which the IAB also takes into account in the Digital Marketing diploma course, but also a filled knowledge gap, especially for the self-employed, SMEs or industry newcomers.