We are competing with Instagram and all of the noise that’s on YouTube and Netflix. Number one is we are in an attention economy and we know that we are competing for the attention of our people. I think the reality is there are so many different stages of what you’ve just described, if you want to boil it down, as a buying funnel or some sort of buying cycle and our learners still go through the exact same process.Ī couple of things came to my mind when you were speaking there. Am I oversimplifying that?Īshley: No, I think that’s exactly right. Again, in L&D the organisation that L&D is employed by is hoping that they can then influence people to do more of the stuff that they want them to do. With inbound marketing, there’s an education element within there, isn’t there? One of the keywords for me within the whole thing, where I think the two really overlap, is in influence, because all a digital marketer can really do is influence an individual to do what the organisation that they work for would like them to do. People are almost coming and knocking on your virtual door and then you’re adding value by guiding them towards finding the solution that best meets their needs. We Need to Prove the Value of Learning Experiences and Build Trust With Our Peopleĭavid: I think that from what I’ve seen and with my limited experience in digital marketing, is that, especially with inbound marketing, you’re capitalising on an interest and a need that has already been brought to your attention, either as an organisation who’s selling stuff or has services that are of value to the person who’s looking into it. Primarily, from my perspective, that is marketing and exactly as you said, why we can steal from marketing and beg, borrow, and steal, as far as I’m concerned. Primarily, when you really boil it down to that, obviously, we’re not talking about developing the learning itself, but more about how we get people to actually undertake it, how we get them to start building different behaviours and changing habits when it comes to learning. The biggest thing for me is, ultimately, we’re trying to get people to do things they don’t want to do or know about things they don’t necessarily know about yet. Can we start off by laying out the similarities between the two?Īshley: I think there’s a huge amount of parity to kick it off really. ĭavid James: Ashley, welcome to the Learning & Development podcast.Īshley Sinclair: Hey, thanks for having me.ĭavid: Ashley, as a seasoned L&D leader myself, I can see how digital marketing and L&D overlap and how L&D benefits hugely when it steals principles and practices from digital marketers, but not everyone in L&D sees this. Listen to episode 58 of the Learning & Development podcast here. This transcript is from the conversation between David and Ashley Sinclair on the crossover between L&D and digital marketing. Featuring L&D leaders from across the globe, each conversation focuses on hot topics in the profession. The Learning & Development podcast is hosted by our Chief Learning Officer David James.
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