Digital Marketing Institute | AIB | Corporate Case Study

Key Takeaways

[Music] yeah at AIB M our vision is actually to try to make digital disappear and what I mean by that is that you know we where we're marketing now in a digital age so instead of us bringing in a digital team or having people that you know specifically have digital in their title you know digital should be at the center of everything we do business goal for us for the Learning and Development was very much about creating a consistency across the team you know we operate in financial services but a lot of the team have a very diverse set of backgrounds and what we really needed to do was have a consistency right across the team so that you know you know the team were confident and we were confident that it was a very strong competence around digital and that it would be consistent so we could spend most of our time you know thinking about you know truly understanding our customers and engaging and executing with real creativity and flair any IP we decided to seek out a partner for training and - I suppose helped develop our staff in the digital marketing sphere for a couple of reasons first being an opportunity to enable our staff to upskill and maybe broaden their skills in marketing into an area that a lot of people it wouldn't have been part of the traditional and I suppose studying diplomas our degrees may be five ten years ago and I suppose the second piece then is around and really I suppose moving with the needs of our marketing campaigns so our spend would have shifted significantly over the last kind of five years from very traditional media into digital channels so for us it was very important that the people who were you know spending and managing the campaign's that they really fully understood and all the elements of digital marketing you know from a digital point of view there are constantly new and different ways for customers to consume products for customers to engage with each other and and also different ways they want to be engaged with from a brand point of view so I think the real challenge for marketeers is to stay ahead of that and really accelerate the agility of our learning to make sure that we can stay head and serve customers the way they need to be served our hope was that our team on a wider scale outside of our core digital team but actually have much better understanding in particular of search social and analytics and I suppose coming out of this we would say that that definitely has happened I think the wider team really have broadened their knowledge and their understanding of where their media we're spending in digital is going and and actually what happens in the back end of all that activity so that's really important for us I think the digital training has had a very strong impact really on the team everybody is at a similar level and that you know we have a very strong depth of knowledge in the team around digital and the different elements of it so really what that's allowed the team to do is focus on you know really brilliant execution of engagement programs or you know building really innovative propositions for customers as well so I suppose that's what the training has enabled us to do is to focus less on those core skills because everybody now has got quite a deep competence in the area and focus more on kind of creativity and innovation [Music] you