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Strategic eLearning

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Most of our elearning supports sales. Courses are designed to help salespeople, at all levels and in all channels, sell more product. That seems simple enough, but we've learned that you can get so wrapped up in features and benefits and marketing mumbo-jumbo that you actually lose site of what it takes to make the sale. That's an oops!

This kind of elearning has less impact, and therefore less value, when it is not strategically integrated with sales, marketing and communications functions.

A company's strategies should result in a recognizable web of messages and tactics that help to implement those strategies. eLearning needs to be a very deliberate part of that context, and should:

  • Extend brand and marketing efforts, so that customers get the same messages from sales people as they do from ads, websites and other elements of the marketing mix
  • Help salespeople understand not just product features, but why people buy their products and how to differentiate themselves from their competition
  • Provide solutions that can be put to work immediately, providing unmistakable learner value
  • Educate employees and sales professionals...even your customers (who use the web everyday to investigate products before they buy)

Never think of elearning as just training. It's part of strategic planning, marketing, sales and organizational development. This kind of integrated, strategic elearning will provide a broader perspective of needs, a deeper understanding for the right solution, and a stronger return on your investment.

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Immersive Learning, Simulations

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You can argue all you want about the value and/or definition of serious games vs. immersive learning simulations, but let's stick with just immersive learning simulations. No, in fact, let's just stick with immersive learning.

It's not that I'm not interested in simulations.  I am. But does elearning have to be a game or a simulation to be immersive? You want the learning to stick, and you want learners to be eager to return. Getting a learner immersed in the content and its presentation can do this, even without games or simulations.

A lot has happened in the 10 or so years since CBTs became elearning. Bandwidth for one...a huge change. Mobile computing, multi-player online games, avatars, YouTube, Facebook, del.icio.us, Google...all are huge changes that have an impact on elearning and how immersive it can be.

Boomers will be around for some time yet, but we are also seeing Gamers in increasing numbers. Talk about change! Having grown up with computers and computer games, these tech-savvy, information-hungry 18 to 34 year olds are described as digital natives. And their experiences change how they pursue, interpret and use information.

The way Gamers use the Internet makes them elearners, by definition. Gaming, Googling, Facebooking or blogging, they continually search out new information in a way that defines their lives. That may make back/next elearning boring for them, but it also opens up lots of options to engage, entertain and immerse them in learning.

Here are three ways that you can engage and immerse Gamers in elearning:

  • Does content have to be linear? We know that interests and levels of competency vary from learner to learner, so why not make information available in randomly accessed chunks and let them proceed as they wish?

  • Does learning have to be directive? Gamers (and even Boomers, by the way) love to discover information by searching and interacting with their digital environment. And learning sticks better that way, too.

  • Are SMEs in short supply? Sometimes a big boost to elearning can be as simple as focusing on a topic by bringing different pieces of expert information (that are already on the web) directly to the learner. We don't have to create all the content ourselves, you know.

We're going to have to explore these (and other) options for engaging and immersing elearners in future posts.

 

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