The impact of COVID-19 is humongous, and the marketing industry is not immune to its effects either.
We all know the global pandemic has tremendously affected our way of living and working. It has acted as a catalyst of digitalization, pushing businesses to go digital — whether we accept this willingly or not. For some, venturing into the virtual world is something completely foreign.
In the world we live in, career progression and change are some of our major concerns that keep us pondering. As an individual, it is time to adapt. As a marketer, it is time to pivot and future-proof your career.
This review is my first sharing on CXL Growth Marketing Minidegree. In this review, I am going to share why I opt for CXL growth marketing training as a marketing generalist and my career journey.
My Path
How people get into marketing is always an intriguing story, simply due to the fact that there is no single marketing career path. You can find marketers of all types of profiles on LinkedIn.
In fact, the possibilities are unlimited, which can be both good and bad at the same time.
The good side of no standard requirement of becoming a marketer creates possibilities for people from all walks of life. Transferable skills from a wide array of occupations are valuable and can be applied on day-to-day marketing tasks. Aspiring marketers, beginner or experienced, can pick up theories, knowledge and best practice that are abundantly available online. We all can choose to learn deep or learn wide.
I am not discrediting tertiary marketing degrees at all. It is just life — things happen and people recalibrate and react accordingly.
Yet, the undefined path of a marketer can also be confusing for fresh grads, youngsters or career switchers. As a self-taught marketer with an English degree, my path was absolutely not linear nor clear at all. I remember how lost I had felt when applying for my first internship. Being an international student in a non-native English speaking country had added an extra layer of challenge. I even had doubts about my major.
My turning point arrived when I joined a mobile app startup, focusing on building brand awareness in our B2B and B2C network. I came to realize it was possible to be creative and analytical at the same time, which I personally enjoyed a lot. Ever since then, I have been working in the tech industry as an oddball.
Why I Want to Study Further
The idea of training myself dates further back to 2019.
I had marketing experiences of both startups and international companies. I had sampled a bit of this and that, and I fully understood that I would not perform the same task forever. “What is next?” popped up in my mind.
This question does not only concern career progression but also my own amusement.
I constantly seek growth. Learning has become fun ever since my life-changing high school exchange in rural Finland (through AFS, a non-profit with a focus on intercultural communication). By connecting the dots and finding patterns, all the trivial or important knowledge are my tools to make sense of our interconnected world. Knowing I know so little about everything, I become hungry for everything.
I therefore seek mental stimulants from time to time. It may sound weird to say, but basically, I enjoy throwing myself out of my comfort zone.
Why CXL? Why scholarship?
When I stumbled upon the website of CXL, I knew it was it.
CXL is a well-reputed institute with experts sharing their industry knowledge. How their syllabus outlines the knowledge-packed programs signifies a lot already. It is not just another one-off 2h workshop with a sexy title. I know I can really walk away with in-depth knowledge and skills that can be applied onto something concrete.
In spite of my love towards learning, to be frank, I was initially shocked by the amount of time the course requires. Yet, I see this as a good challenge — time to have some proper time and project management of myself!
I deliberately opt for the scholarship option as I aim at creating a demanding yet reflective learning experience for myself. The set time frame and the required blogging gives me no excuse for slacking. This also lays the perfect setting for me to go one layer deeper and connect the dots.
Why Growth Marketing?
Among all minidegrees offered by CXL, I go for growth marketing. It took me a while to consider but I am a believer in simple is the best.
Having a strong foundation can help me comprehend any specialized topic later down the road e.g. conversion rate optimization . Of course, I must also admit I do not know what particularly to specialized in, yet.
The marketing landscape has evolved tremendously throughout the decades.
Marketing is no longer mass-broadcasting a product or a brand name. It has become a wide term that can be broken into many realms such as B2C, B2B, brand, event, growth and many more specializations.
With the development of technology, the definition of product has gradually changed. Unlike the products we found back in the 90s, in many cases, products we nowadays refer to do not even have physical existence. They are intangible. They are created out of logic and concepts. Interestingly, these intangible products have made user experience more prominent than ever. Users value personalized communication that addresses their needs. Marketing has somehow intertwined with the product itself.
The future is all about digital. Since I am a self-taught marketer, I formulate my own methods through trials and errors. Learning from industry experts is a good check-in with myself, which can refresh, strengthen and rebuild my framework.
What Is Next?
Now looking back, I am proud of my arts major. There is no regret at all.
In fact, my degree has enriched my mind and enabled me to look at issues critically, empathetically and creatively. All these have laid a solid broad base in terms of the T-shaped skills. It is time to build the vertical part of the T.
I have already started the courses and will update my learning and reflection in the upcoming eleven weeks.
