Without a doubt, it was the tools and the different players who took the first steps in the structure of digital knowledge by explaining the use of tools and perfecting their scope. Companies such as Google have had a transcendental role in training and certifying in the use of their platforms and is currently a common practice that other companies such as Facebook, Oracle, Comscore and many more have followed. These training and certification programs with global scope have had great relevance; However, when developing it in specific tools, there are restrictions on the generation of an agnostic vision, a fundamental aspect to have a comparative and strategic analysis of its use. In a recent discussion forum, we were able to synthesize some other important criticisms regarding the use of digital platforms and that have their origin in the lack of training and professionalization of knowledge: Today the great challenge lies in diversifying the educational offer for both future professionals who are still in training in universities, starting that this industry requires multidisciplinary profiles: engineers, actuaries, merchandise, lawyers, communication working with teams of different profiles professionals according to all the different industries that serve and that are becoming a digital environment. Additionally, an angle that we cannot lose sight of is that the training and professionalization of knowledge must occur on both sides of the ecosystem: ("Buy Side" and "Sell Side") Advertisers, agencies, media and technological platforms must see at this point as the critical factor to detonate greater value in the use of digital platforms. In the last 10 years, the educational offer has been promoted through associations or companies specialized in training, which has contributed to solving this need, but has been insufficient. Only IAB Mexico in 2017 taught more than 30,000 hours-training man and we fell short. In positive, we have seen how companies such as ISDI, Hyper Island and some universities have been adding educational offer in their executive programs. The digital certifications that IAB has promoted internationally seek to contribute in this regard. More than 4 years after the first certification program for commercial teams (Digital Media Sales Certification) began, today 5 certification programs have been developed including Ad Operations, Media Planning & Buying, Data Solutions and more recently a certification program Foundational for people who have less than 6 months of digital experience. These programs worldly have more than 10,000 participants and if we take into account the total number of people certified to date in Latin America we will barely reach 40 people, which gives us a clear idea of the gap that we have to study with respect to certification of digital knowledge. We can finally lose sight of the fact that the maturity of this industry depends large Exercise and give confidence regarding their activities such as lawyers, architects, counters or doctors. about Gabriel Richaud
Gabriel Richaud has been a professor of advertising subjects, comprehensive marketing communication and Digital Marketing for the last 14 years in the Technological of Monterrey Campus Mexico City and Santa Fe, as well as in the Master's Programs of the Graduate School (EGADE). 400; ">
Written by: MCK Expertos Digitales
Date: 2018-03-01 00:00:00
