ELearning and Marketing

Having worked both in eLearning and marketing, I have watched my profession shift to more learner/customer-centric, personalized tactics powered by data and technology. Customers had gotten too smart, too savvy. It no longer worked to shove our messages in front of a mass audience, hoping that a percentage of them would be convinced of what we had to say. Even Don Draper (for those who have watched Mad Men) couldn’t convince us of traditional advertising’s value anymore.

Customers have started to demand more personalized solutions. It looks like they try to solve their own problems and do their own research to arrive at their own conclusions. An aggressive pitch was no longer persuasive. Educational Content that consumers can find and consume on their own time to guide them to their conclusion, however, is very effective.

So, you might say Marketing borrowed from Training when we started to use words like educate, coach and teach. Marketers went a step further to use automation technology to deliver the right content to the right person at the right time – a difficult yet important aspect of engaging today’s consumers.

This is where eLearning is starting to borrow from marketing. As Technology advances, equipment may be replaced or processes updated and streamlined. Any of those situations can impact how an employee goes about his day-to-day. There is always something new to learn.

Some observations I have experienced of the similarities between eLearning and Marketing are as follows;

  • People want to consume that content when and how they want. This means that content needs to be easy to find, available 24/7 and optimized for multiple devices.
  • You can’t assume your message got across after one touch. It requires repeated reinforcement.
  • Your job as the content creator is to be helpful. In marketing, you’re providing information to help someone make a decision. In eLearning, you’re providing guidance to help someone complete a task or do their job better.
  • eLearning Campaigns are similar to Marketing Campaigns via marketing automation platforms; multiple touches, scheduled over a series of days or weeks, are set to deploy automatically and collect performance data of each step.

What do you all think?

Published by theirishduck

I love the ability where I can plan, prioritise, design, develop and deliver blended learning solutions for a variety of markets. I love to consult and advise about the best use of digital learning and improve design standards in line with evolving ways of working. I also enjoy to keep up to date with, understand and regularly recommend emerging technologies and practice to improve individuals, teams and organisational capabilities. With over 12 years digital learning experience and demonstrated experience in both instructional design and eLearning development, I have also a lot of experience conducting training needs analysis including how to leverage principles such as design thinking and root cause analysis to understand and address performance gaps. I also have led many facilitation workshops and even presented at iDesignX and Game Developers Conferences both here in Australia, Wales and in the United States. I bring loads of coding experience in Java, ASM, C++, HTML, JavaScript, SCORM and xAPI, as well as proven capability using Adobe Captivate, Trivantis Lectora and Articulate Storyline 360 Studio authoring programs. Of course, Adobe Creative Cloud is also part of my toolbox which I also use daily. Being taught traditional and advanced 3D animation techniques, I love hand drawing and polymer clay sculpture, but can also use the Blender, 3D Studio Max, Maya and Softimage applications. With strong multimedia, training and programming backgrounds, I understand modern learner behaviour including micro and social learning, I am very familiar with most LMSes and app-based (XCode and Android Studio), adult learning models and e-solutions. I also possess the ability to manage multiple projects simultaneously, whilst being pro-active in delivering work independently with minimal supervision, but enjoy working in teams. I've been told I am a resilient, relationship focused guy which can manage and navigate conflicting views and stakeholders/subject matter experts.

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