Marketing For Learning®
Ep 34 - Don’t Fall Into The Programme Trap!
Nov 24, 2022
The podcast discusses the limitations of creating marketing campaigns around specific learning programs. It explores the drawbacks of using job titles for targeting and emphasizes the importance of understanding the audience on an emotional level.
11:18
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Quick takeaways
- Focusing marketing efforts solely on job titles as a segmentation point is ineffective in reaching learners, as it fails to address their unique needs, desires, and motivators.
- To ensure successful marketing in L&D, it is vital to deeply understand the audience cohort being targeted and prioritize their emotional drivers, needs, desires, and pain points.
Deep dives
Problem with events-focused marketing in L&D
Many organizations in L&D tend to focus their marketing efforts on events, such as program or platform launches. However, this approach is inconsistent and fails to yield significant results as it relies on ad hoc promotions rather than a comprehensive marketing strategy. By solely targeting specific programs, learning interventions are not effectively communicated to diverse audience cohorts. Relying on job titles as segmentation points overlooks the unique needs and motivators of individuals. To improve marketing in L&D, a shift towards comprehensive, audience-centric strategies is necessary.
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