Econsultancy has launched a new and innovative learning model to bridge the digital marketing and ecommerce skills gap.
With marketing budgets facing the prospect of being cut back as a result of weakened demand, Econsultancy has developed a model to create highly effective and personalised training for digital marketers. As specialists in learning and development for marketing professionals, Econsultancy works with brands including Unilever, Lego, LV, Canon, and Specsavers.
A recent survey of leading UK marketers found that 86% of respondents agree on-the-job training is more useful than a university degree, but the majority aren’t easily able to embed what they learn into their day job. Econsultancy’s new Multi-Touch Learning™ model has been especially created to improve the learning and development process. It will deliver on-demand learning content, digital skills assessment and team training in a contextual, connected and continuous experience for the most up to date and practical learning.
Econsultancy – a pioneer of digital learning for marketers for over 20 years – identified 1,390 skills categories, containing multiple topics, which the modern marketer must master to be top of their game; a seemingly impossible task with the digital marketing and ecommerce environment continuing to grow and change at breakneck speed.
Recent research by PwC found that 53% of executives said they’re boosting investment into digital transformation in response to the current business environment. Alongside the CIM’s research finding that marketers’ ability in key digital skills have either stagnated or declined between 2020 and 2021 at all levels of seniority, there is a significant need for digital marketers and ecommerce professionals to stay up to date with digital strategies and new technologies to keep up with demand.
Econsultancy’s Multi-Touch Learning™ model aims to help organisations accelerate sales growth driven by digital and ecommerce excellence, by providing multiple ways for marketers to access information and embed learning – from structured, personalised, cloud-based courses to team-based learning and snackable ‘in the flow’ quick access answers to real life questions that crop up while learning.
Richard Breeden, Managing Director at Econsultancy, said: “The old training model is no longer effective for modern-day marketers constantly having to adapt to a rapidly changing landscape. Our model creates a contextual, connected and continuous experience which delivers up to date and practical learning. We’ve built on our unique heritage to create a learning model that will help CMOs globally develop their marketing capabilities and drive growth.”
The Multi-Touch Learning™ model allows learners to access practical skills in the context of their day job, it connects teams both in person and virtually and it is continuously updated with the latest best practice and trends analysis.
The Multi-Touch model includes five key elements:
- Skills assessment – Both quantitative and qualitative skills assessment and benchmarking as well as the ability to measure the impact of learning over time. At the heart of our skills assessment is a proprietary online tool, Econsultancy’s Digital Skills Index™ which diagnoses current skill levels and benchmarks them against over 35,000 digital marketing and ecommerce professionals.
- On-demand learning – Econsultancy will now provide on-demand learning through The Econsultancy Skills Cloud™, an interactive, personalised platform that draws upon the latest learning design principles. It offers structured online courses with accreditation, as well as over 500 searchable bite-sized lessons and videos to help marketers access the skills they need, when they need them and within their busy work schedules.
- Team learning – Econsultancy has evolved its in person training offering to help embed learning, solve problems in real time and connect teams either face to face or virtually, including live learning, connection clinics and problem solving bootcamps.
- Trends analysis – Econsultancy’s trends analysis identifies and contextualises what marketers need to be thinking about for next year and beyond, and this is key to ensuring companies and brands can survive through the looming economic crisis. Regular trend focused reports, webinars and events alongside a continuous programme of other expert content, allows both practitioner and CMO to scan the horizon, connect with peers, and be inspired by other industries and sectors.
- Best Practice Guides – Econsultancy continuously defines and refines best practice helping marketers understand what ‘good’ looks like and then providing practical advice in a vast range of digital marketing and ecommerce topics. Best practice resources are delivered through reports, webinars, case studies and analyst sessions and always updated learning resources.