Econsultancy launches training model to bridge digital skills gap – Marketing Week

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The new model is designed to offer a “contextual, connected and continuous” learning environment to help marketers better embed what they are taught.
Marketing Week sister brand Econsultancy has launched a training model to help marketers bridge the skills gap between digital marketing and ecommerce.
The Multi-Touch Learning model has been designed to improve the learning and development process, with a combination of on-demand learning, digital skills assessments and team training.
It allows marketers to access practical skills in the context of their day job to help people put what they are taught into practice more easily. The learning model follows research by Econsultancy that shows 86% of marketers find on-the-job learning more useful than other more formal ways of learning, such as a university degree.
Econsultancy has identified 1,390 skills categories across multiple topics that marketers must understand to be able to perform most effectively. As the new model is designed to be contextual, connected and always-on, it is hoped marketers will be able to better keep on top of all the latest developments via up to date and practical lessons.
From structured, personalised, cloud-based courses to team-based learning and snackable ‘in the flow’ quick access answers to real life questions, Econsultancy believes the model provides multiple ways for marketers to access and embed learning.
The Multi-Touch model includes five key elements:
Richard Breeden, managing director at Econsultancy, says: “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.”
Unilever’s top marketer Conny Braams says marketers must be given the opportunity to use their new skills on the job immediately or training will be wasted.
Looking to kick off a “skills revolution”, Burghart says the government is making apprenticeships more flexible to reflect modern employment and pledges to address the bureaucracy involved.
With a third of marketers saying their business is looking to fill a data and analytics skills gap, brands are prioritising external hires over upskilling existing staff.
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