US Presidential Election proved it: real time marketing works and is the single most important thing when pursuing success in Today’s world. At least if we are to trust David Meerman Scott. Man, who predicted unlikely event of Donald Trump being the next leader of the western world already months ago.
Yesterday, DM Scott had very inspiring presentation at the Slush side-event Nexterday North. His key message was that all organizations should and must adapt marketing with the way people buy. This means more in-time information sharing – something that journalists have been known for. So instead of doing marketing based on pre-defined plan, organizations should bring their message to be part of what is happening in surrounding environment. And especially environment that is true to their customer. This way one can attract a lot more attention and help the customer on his journey of making buy decision.
DM Scott reminded that real time marketing is not a set of tools, but a mindset. Something that we just must get going despite of our fears.
“Organizations will transform to platforms that are driven by the culture. This in turn requires a whole new toolset for employees.”
Makes sense. And a lot of organizations are trying to apply something similar to their marketing. But at the era of digital transformation, it is not enough. In his presentation concerning tomorrows business challenges, Mike Walsh reminded us very vividly that the future customers are even harder to please by Today’s mechanisms. Therefore, organizations will transform to platforms that are driven by the culture. This in turn requires a whole new toolset for employees. Already, we can see many organizations taking their first steps towards it.
Yet, in this greatest transformation since industrialization, organization decision makers are often convinced that staff training can be managed in old-fashion-class-room-style learning. We pre-plan a set of courses that everyone must take and then apply it to their pre-defined work roles that are allocated based on out dated industrial era conventions called processes. This has led to employee engagement crisis. As Chris Messina reminded us in his Nexterday anti-seminar presentation, the perceived world starts to shape us as people. Therefore, as we are being marketed goods in real time within our context of interest, why would we expect any less when being an internal customer in an organization.
“Real time learning should be seen as a mindset of embedding the learning into where our internal customers are and just in time when they need it.”
Thus, I think it is time to bring real time learning into heart of organization training. Not in terms like The glossary of education reform defines it as learning with digital aids, but seeing real time learning as a mindset of embedding the learning into where our internal customers are and just in time when they need it. That is why our mission is to train, engage and embed learning into any employee environment to be an integral part of doing.