According to an Altimeter report last year, 88% of companies are undergoing a formal digital transformation effort. As a part of these efforts, many are investing significantly in digital training, either internally or externally with corporate training programs like General Assembly’s.
In talking to many of these companies, we’ve noticed that investment in digital training begins and ends with the same groups—IT, marketing, and product teams.
For companies undergoing a digital transformation, there are usually very specific problems to focus on in these divisions. CIOs and CMOs are first in line, and we understand why. But to engender a real, comprehensive transformation, businesses have to focus on getting all teams up to speed, including some of the less obvious players.
Spending on programmatic advertising has exploded in the past three years–in 2013 marketers spent $4B on programmatic; in 2016, this number will top $20B [eMarketer]. The key behind programmatic advertising’s growth lies in its ability to target. Programmatic offers advertisers the opportunity to automatically run an ad campaign in real time to reach the right consumer with the right message in the right context.
To target so effectively, programmatic advertising relies on a large volume of data. This data can come from different sources, so understanding these sources is a great first step to understanding programmatic advertising.
The digital landscape is rapidly evolving, and training large, global teams on topics that change from one day to the next is no easy challenge. That is why General Assembly developed the online training platform, The Essentials of Digital Marketing.
This year L’Oréal partnered with General Assembly to create a learning program to educate its 7,000 global employees. The e-learning on the Essentials of Digital Marketing will be supplemented by in-person workshops that will be customized by country and that will do a deeper dive into topics such as e-commerce, social media, and precision marketing.
2015 has been an unprecedented year of media agency reviews–the list of companies who reevaluated their ad spend reads like a who’s who of the deep pocket set– Procter & Gamble, Unilever, Coca-Cola, SC Johnson, and L’Oréal to name just a few. Ad Age estimated more than $17 billion up was for grabs and even christened the cataclysm with its own moniker– “Mediapolooza.”
It’s logical to conclude from this trend that brands are expecting more from their agency partners, especially with regards to technology. Thorough, up-to-date comprehension of the rapidly evolving digital marketing landscape has become absolutely crucial for any agency looking to grow their business.
Due to the rapid evolution in consumer behavior when browsing travel destinations online, TripAdvisor is a brand that is constantly working to stay on top of their customers’ desires, expectations, and digital behavior.
In the video above, Ravi Meta, VP of core consumer product at TripAdvisor, highlights three key methods for staying ahead of customers through both quantitative and qualitative feedback: Continue reading
The team at Staples Advantage, the B2B arm of Staples, recently had an idea to roll out a new feature for their mid-market customers that would simplify their buying process. The hypothesis behind the product feature was that a virtual buying assistant would provide a superior customer experience when compared to the current process of interacting with Staples specialists over the phone.
To validate this idea, Staples leveraged rapid prototyping methodology to begin testing the idea and a minimum viable product. In the video above, Matt Leitao, Director of Strategy for Staples Advantage, explains how Staples would have typically approached this new product feature in the past, “We would have done some market research. We would have had marketing involved. We would have had a slew of teams and it would have been about 6 months later where we might have had a good solution to go out to the marketplace with, with one key component missing: understanding if our customers actually wanted this, how they would respond, and how they would react.”
After training with GA’s corporate training team, the Staples team took a completely different approach to quickly test and validate their new product feature. “We said what can we use off the shelf? What can we use today to start doing this,” explained Leitao.
Watch the video above to hear Matt Leitao explain how the Staples team quickly tested and validated their minimum-viable-product.
Interested in incorporating rapid prototyping methodology into your product team’s workflow?
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The Winklevoss Twins speaking at GA.
General Assembly recently welcomed Cameron and Tyler Winklevoss to our headquarters in NYC for an enlightening interview about bitcoin, the virtual currency that’s been associated with the Dark Web.
Cameron and Tyler attended in their capacity as President and CEO, respectively, of Gemini, a new bitcoin exchange (the NASDAQ of bitcoin, they call it) that they have been developing. They were interviewed by Nathaniel Popper, a New York Times business reporter and author of the recently released book “Digital Gold: Bitcoin and the Inside Story of the Misfits and Millionaires Trying to Reinvent Money.”
The Winklevosses had no shortage of stories about their past but reminded the audience that, for bitcoin, “it’s still the early days…It’s so young and there’s so much to do.”
Watch the full video to experience the future of money for yourself. Continue reading
Last month, we wrote about transformational leadership in the digital age and shared some practical steps leaders can take to create the right culture. Our post received many positive responses, and there were two consistent themes in people’s comments: First, people agreed that successful leaders have to focus on culture, even at the expense of strategy, in order to foster innovation. Second, people pointed out that while our post focused on navigating the digital landscape, the need for leaders to create an engaging culture applies to all change efforts.
Several readers asked if we could delve further into the topic of culture, so as a follow-up, we will investigate: What culture is, how it manifests itself, why it’s so hard to perfect, and how to get it right. Continue reading