Digital training: from induction to in-depth training

Why teach?

Formation marketing digitaleThe first valid question regarding digital training isn't What? Or How? It should definitely be Why? This, in essence, is the question which should guide each digital translation endeavour; our experience in the field has shown that, however, almost inevitably, this question is circumvented.

It is understandable in a way; it is undoubtedly the most difficult question, and addressing it often requires one produces considerable efforts to question the status quo. To a large extent, answering the other, less fundamental, questions makes everyone feel more comfortable: "what tools should we deploy to achieve our goals", even though, most if the time such goals haven't been properly defined, is easier.

Tools are down-to-earth, they can be conveniently demonstrated, one can use them, sometimes even effectively, without quite knowing why. Copycatting competitors, and seemingly good practices, is also very convenient. The fact that innovations seldom, or even never, arise from the direct replication of what others have done doesn't matter that much to many. Yet, it does a lot to those who wish to succeed.

Observing others, what we sometimes pompously name business intelligence, is obviously recommended. Yet, innovation do not start here. A bit counterintuitively, we have witnessed that intelligence business intelligence is more effective once your goals and business objectives been set. Innovation barely hinges only on benchmarking, which either tends to induce replication for the sake of replication or, more often than not, inhibition; for It is hard to mimic the best when one isn’t.

Formation marketing digitale

Similarly, when it comes to digital training, we at Visionary Marketing, always aim to question the "Why" with our clients prior to working on a new programme. This is how we can establish the most satisfactory scheme for your members of staff and your company, therefore ensuring that our teaching objectives are aligned with your business objectives.

Three main levels of expectations

We have had a long standing and comprehensive experience of training students and business professionals in all sorts of circumstances and countries. What has always amazed us in our daily experience is that there is more often than not a lack of understanding of the objectives of the audience, and that training sessions are in need of improvement in terms of addressing the learners’ needs.

First and foremost, not all employees should go through the same kind of training. Only a minority of business professionals needs to become full-fledged community managers and as far as the latter concerned, they almost always require in-depth training on very specific points of their professional practice. Such points do not need to be shared with other kinds of users who will neither practice social or digital media at that level, nor require such detailed knowledge.

Similarly, forcing each and every one to become a professional and official twitterer isn't a good idea either. Only those who wish to do so should be embarked on brand ambassador schemes:  individual freedom must be respected. It is not only a matter of respect, it is also for the sake of efficiency. Below is an online training sample we have devised for OMI, the San Francisco online Marketing Institute .

Below is an online training sample we have devised for OMI, the San Francisco online Marketing Institute 
Online digital training: Digital content, background, status and trends