Marketing is a fluid industry. This can present a challenge for some professionals who solely rely on their school education to guide them. And while a higher education that’s focused on marketing and/or business is valuable, there are plenty of ways that a marketing professional can stay sharp, so to speak.

Why is formal education not enough? It’s not to say that it isn’t enough, per se. But in an industry that’s very much at the mercy of consumer trends and technology, it can be easy to find yourself behind a curve quicker than one might initially think.

This constant need to stay on top of news and trends can be overwhelming, and it’s certainly not for everyone. But a dedicated marketing professional will have a thirst for knowledge, as this only serves to help them further their careers and find more success.

So what are some ways a marketing professional can stay sharp? Luckily, there are plenty of ways to do this that aren’t overly taxing or costly.

Put the Internet to Work

The internet is vast in the amount of information that can be mined, but marketing professionals can make the task of staying abreast of the headlines a bit easier. By turning on services such as Google Alerts, someone interested in “marketing trends”, for example, can be notified whenever a new piece of news hits the wires.

Setting up these Google Alerts can save marketing professionals time in the form of getting timely news delivered to them, rather than having to go in search of it.

Of course, doing periodic searches for relevant terms such as “marketing trends”, “marketing news”, or “business news” is another way to stay in touch with the news, albeit a bit more of a hands-on approach.

Sign Up for Industry Email Newsletters

Another easy way to stay in touch with the industry is to sign up for relevant industry email newsletters. Email is becoming an increasingly popular way for consumers and professionals alike to receive their news.

And it makes sense, after all. Receiving news in email means that users don’t have to leave their inbox, where they likely already spend a large amount of time. This saves time and energy.

Several outlets now have their own email products. Digiday and Axios both have dedicated marketing and media focused email products that are sent out weekly. In addition, other options such as Morning Brew and Quartz provide daily news headlines from around the world as well as focused on business.

Sending emails is a great option for busy professionals who don’t have the time to sift through endless news headlines that aren’t relevant to their needs. It can take some trial and error to find the right fit for which emails will serve your needs best, but luckily there are several products available for even the most discerning professionals.

Fill Your Commute with Podcasts

Podcasts are another option for staying on top of the news. Again, just as with email newsletters, podcasts are a medium that’s easily consumed passively. Many users will listen to podcasts during their commutes, which provides an opportunity for uninterrupted listening.

Some of the same outlets that offer email products also offer podcasts on business and marketing topics. The options are endless here. And again, it will take some time to make the right podcast selections for your needs, but they can be invaluable for ongoing education and knowing what direction the industry is headed in.

Marketing professionals are tasked with knowing consumer trends and how to adjust a businesses’ marketing strategy accordingly. Using these easily accessible ways to keep up with the news will help any professional continue to excel in their field.

5WPR CEO Ronn Torossian

Ronn Torossian

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.