Anatomy Of A Trend Part 3: Marketing-Based Approach To Training

Anatomy Of A Trend Part III: Marketing-Based Approach To Training
Summary: This is the final part of a three-part article series on Learning and Development trends. In this one, we explore the marketing-based approach to training, where the learner is treated like a customer.

Anatomy Of A Trend: Treating The Learner Like A Customer

The first part of this series focused on mobile learning, microlearning, and personalization; whereas in the second one we explored about how AR/VR and gamification help you keep your learners interested. Let’s now discuss the last of the trends that are changing Learning and Development: The marketing-based approach to training.

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Get the free eBook Anatomy Of A Trend – Going Beyond Trendiness
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In his article in Training Industry magazine, Keith Gibson, AllenComm’s VP of Client Development, said “we should treat our audience as customers rather than learners”. Why? Because our objective is to inspire, engage, and deliver on our learner’s needs and expectations. We want them to seek out training rather than avoid it at all cost. As a result, they become more than just reluctant students with whom we have a cursory knowledge. Rather, they become enthusiastic customers we know and with whom we aspire to develop a long-term relationship. Treating the learner like a customer all starts with a savvy outreach plan.

Just-in-time learning is more effective than training as an event, but as just-in-time learning becomes more prominent, there’s the fear that learners will never see it, much less use it.

Wanting to make sure learners know what learning resources are available and how to access them is nothing new, but are you using old promotion tactics to do so?

A marketing-based approach is more than tacking on an email. It’s a philosophical change in the way we think of our learners – from students who must sit through required training to agents who make choices about their learning experience.

It’s a development and delivery plan that seamlessly facilitates the learner’s journey from recognizing the need for learning to competence, and in some cases, even beyond to mastery and leadership. It’s letting learners own the experience, but also making sure that they have the support and resources that they need when they need them in the way they need them.

How To Use The Marketing-Based Approach To Training Most Effectively

A marketing-based approach involves a thorough analysis of your learners’ needs, workflow, habits, and attitudes, and then deciding the best way to deliver the learning experience. When you’re delivering a marketing-based approach, you have to consider a few things:

  • Promotion.
    How will learners know the learning support is available? What method of sharing is most likely to get their interest? Don’t rely on word of mouth for your learning experiences to be a success. Start engaging your learners early.
  • Attitudes.
    How do learners feel about the topic? You’ll have to meet them wherever they are and relate before they’ll trust the learning to work for them.
  • Timing And Context.
    When will learners need to use the learning? What will they be doing? Thinking about how the learner will use the training will help you make decisions about the learning’s format, method of delivery, and where it should be housed.
  • Measurement.
    Once launched, it’s critical to provide learners with tools that drive engagement to help you and your employees understand the specific quantitative results of the training initiative.

Start Applying The Right Trends At Your Organization

If you are going to create the most effective and impactful training possible within your timeframe and budget, then you must learn from what others have already done. Not every innovation will work for every company. Your goals won’t be met by the same solution as another company’s. But by analyzing what others have already done, as well as how and why it did or didn’t work, you will ensure success and stay at the top of the game by creating a true transformational learning experience for your team and your learners, and an overall positive impact for your company.

If you want to know more about the latest Learning and Development trends, download the free eBook Anatomy Of A Trend – Going Beyond Trendiness now.

Related Articles

  1. Free eBook: Anatomy Of A Trend – Going Beyond Trendiness
  2. Anatomy Of A Trend Part 1: Microlearning, Mobile, And Personalization
  3. Anatomy Of A Trend Part 2: AR/VR And Gamification