As marketing undergoes the huge and sudden dislocation of its team members working in isolation, professionals are coping with traditional marketing approaches being turned on their head.
Mandatory isolation, shutdowns and social distancing has seen businesses rapidly moving to new product lines and service offerings.
In this environment marketing teams have to rapidly think outside the box while providing new and innovative ways to remain connected. That means finding ways to share creative insights and reposition new business models while vying to gain the customer’s attention and remain competitive.
Traditional face-to-face classes have traditionally enabled marketers to network with their peers sharing and brainstorming ideas and solutions. They could then apply content to real life experiences from the field.
As COVID-19 forces people into social and physical distancing, the way people work has changed overnight but it has also changed the way people are learning.
For this reason ADMA is moving towards a fully online based education system to help its members continue on their learning journey.
Melinda Arko, head of education at ADMA said the association plays a crucial role in supporting the marketing industry to overcome these challenges.
“The association has truly embraced the ‘learning anywhere, anytime’ concept of digital education using a range of formats providing opportunities for marketers to truly remain connected.”
Arko said in order to drive value and a sense of community their students are seeking, ADMA is pushing the boundaries of traditional online learning methods and is leveraging innovative technologies to reduce the feeling of isolation and promote genuine engagement.
ADMA IQ classes have flipped overnight to virtual classrooms providing multiple opportunities for participants to network and collaborate during the virtual workshop.
It is important that engagement in virtual learning immerses the learner in a manner that provides opportunities for social engagement, Arko said.
ADMA is using a mixture of virtual technologies to:
- Conduct live broadcasts
- Undertake video conferencing
- Conduct live streaming of events such as round tables, masterclasses or toolbox sessions
- Deliver asynchronous and synchronous solutions
- Ensure experiential learning takes place
- Ensure collaboration, peer to peer connectivity and live case studies and projects
She also believed the COVID-19 disruption will inevitably have a lasting impact on the trajectory of learning innovation and digitisation.
“We will see a transformation from the traditional approach to education which will be complimented with new learning modalities – from live broadcasts to ‘educational influencers’ to virtual reality experiences. Learning could become a habit that is integrated into daily routines – a true lifestyle,” she said.