Econsultancy launches training model to bridge digital marketing and ecommerce skills gap

The new model is designed to offer a “contextual, connected and continuous” learning environment to help marketers better embed what they are taught.

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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:

  • Skills assessment – both quantitative and qualitative skills assessment and benchmarking, as well as the ability to measure the impact of learning over time. It uses Econsultancy’s Digital Skills Index, which diagnoses current skill levels and benchmarks them against more than 35,000 digital marketing and ecommerce professionals.
  • On-demand learning – Econsultancy will provide on-demand learning through The Econsultancy Skills Cloud, an interactive, personalised platform that draws on the latest learning design principles. It offers structured online courses with accreditation, as well as more than 500 searchable bite-sized lessons and videos.
  • Team learning – Econsultancy has evolved its in person training offering to help embed learning, solve problems in real time and connect teams either face to face or virtually, including live learning, connection clinics and problem solving bootcamps.
  • Trends analysis – Econsultancy’s trends analysis identifies and contextualises what marketers need to be thinking about for next year and beyond.
  • Best practice guides – Best practice resources are delivered through reports, webinars, case studies and analyst sessions, and always updated learning resources.

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.”