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An Adaptable Approach to Modern Marketing

Kogod School of Business marketing professor Benjamin Wright reflects on the evolution of digital marketing while preparing his students for its future.



An Adaptable Approach to Modern Marketing

Kogod School of Business professor Benjamin Wright knows firsthand the power of digital marketing today. Since his graduate school days, he’s had hands-on experience with marketing and social media work, working in sports marketing and talent representation before setting his sights on academia. Now, as a professor, he can utilize that experience and his enduring curiosity about how the field changes over time.

“What’s cool about my career now is that I still have similar interests and get to teach these topics while continuing to learn and stay informed on evolving industry practices,” he said.

Wright teaches several courses that draw on his professional experience, including Foundations of Digital Marketing, Consumer Behavior, and Sports Marketing Management. In his classroom, he seeks ways to ensure that his students learn theoretical and practical skills alike so that they can see how what they’re learning applies to their potential careers. From simulating marketing situations to bringing in guest speakers, Wright’s approach to teaching fits right in with Kogod’s focus on hands-on, experiential learning.

Ultimately, teaching courses on important and evolving topics such as digital marketing requires us as professors to regularly update our course content to reflect the latest industry trends and changes.”

Benjamin wright

Benjamin Wright

Professor of Marketing, Kogod School of Business

“This ensures that students are learning relevant and current information that aligns with the fast-paced nature of the marketing field today,” he said.

Preparing for changes in the digital marketing field benefits Wright as much as it benefits his students. As a professor, researcher, and marketing professional, he has seen the discussion around digital marketing—and marketing in general—evolve considerably throughout his career. In the early 2010s, when he wrote his dissertation on messaging and branding on Facebook, he found that not everybody was convinced of social media’s long-term impact. Just ten years later, that impact can’t be denied.

“Social media today is a dominant force in digital marketing. Platforms like Facebook, Instagram, and LinkedIn have all evolved from personal communication tools to powerful marketing platforms,” Wright said. “The role of social media influencers has also risen, impacting consumer perceptions and purchasing decisions.”

With social media’s role now widely acknowledged throughout the marketing world, new tools have emerged to help companies harness its power. Wright encourages his students to obtain certifications, attend workshops and conferences hosted by marketing professionals, and stay current on emerging trends and tools. In particular, he highlights the growing role of analytics, as marketing teams now have a wide array of ways to see how consumers respond to their online approach.

“The availability of data analytics tools has led to a more data-driven approach in digital marketing,” Wright explained.

Businesses now leverage data and analytics to measure campaign performance, understand customer behavior, and make informed decisions for optimizing marketing strategies.”

Benjamin wright

Benjamin Wright

Professor of Marketing, Kogod School of Business

As a researcher, Wright is also learning more about digital marketing all the time, and his research approaches this massive field from various perspectives. His work delves into organizational marketing outcomes with a focus on social media and digital channels, giving him and his readers a better understanding of how businesses can use their social media presence to reach existing and new audiences. He’s also interested in exploring marketing from a consumer’s perspective, with other studies looking into the relationship between personality and response to marketing approaches. With digital marketing consistently changing and growing, there’s no shortage of topics for Wright to explore in his research, and he’s excited about future projects.

“One idea I’m working on involves trying to better understand the effectiveness of personalized marketing strategies in improving online customer engagement and conversion rates,” he said. “I’d also like to further examine the ethical implications of data collection and targeting in digital advertising by investigating consumer perceptions of privacy in the context of digital marketing practices.”

New questions and topics in digital marketing pop up every day, and Kogod students across disciplines need a solid grasp on how to answer those questions in their careers and beyond. With Wright continuing his research and exploring these topics in the classroom, his students are sure to leave his courses understanding how to best utilize the role of online spaces in marketing and in their own lives.