Online marketing is a fairly new term that was born along with the technology revolution in the early 2000s. The internet and social media changed the game and how we interact with customers and each other. While traditional marketing (such as television ads, magazine spreads, and billboards) may have played a role in our society, the modern influencer and content marketer engage with their followers in new ways.

In an effort to stay relevant in the ever-changing world of marketing, learning leaders are developing innovative ways to provide value to internal audiences while also growing their influence in their niche. One of the most effective and modern ways of delivering content is via e-learning. If you’re unfamiliar, e-learning is the use of digital technology (such as interactive whiteboards, e-books, and webinars) to educate and train employees.

Why E-Learning Is Popular

The popularity of e-learning cannot be denied. Several factors contribute to its growing appeal. First, employees want to feel that their managers and coworkers are invested in their professional growth. Traditional training opportunities, such as seminars and conferences, can feel less personal and, therefore, less valuable. Second, in 2018, 96% of employees were engaged with digital information and tools while on the job, according to the American Institute of Stress. Third, companies that provide e-learning to their employees report that participation improves productivity and that 86% of employees feel that their participation makes a difference. Finally, 82% of respondents in a recent Harvard Business Review analysis said that e-learning had a positive impact on their job performance.

The Rise Of Hybrid Learning

E-learning is not a new concept and dates back to at least the 1960s. However, in the past, most organizations developed their own internal curriculum and often relied on outside vendors for training. As companies become more accessible, flexible, and connected through the internet, the boundaries between online and classroom learning are blurring.

For example, in 2002, only 12% of adults in the United States reported using the internet for research. Today, that number is 68%, and nearly every demographic group is impacted. This is in part due to the increasing number of available online courses and the decreasing price of internet connectivity. Similarly, in 1964, only 3% of American adults owned a portable computer. Now, 71% of adults use one. This is also due, in part, to the fact that portable computers are much more convenient than the large, stationary ones that were available decades ago.

This trend toward cyber-collaboration and hybrid learning is having an effect on how we consume information as well. People are getting their information from a variety of sources, including email alerts, websites, blogs, and mobile apps. In fact, 58% of respondents to the Harvard Business Review survey said that they use all of these types of media to inform their work. Developing content for multiple platforms is an essential skill for any marketer.

E-Learning Benefits For Marketers

As a marketer, you may be wondering how e-learning benefits you. First, it is an excellent way to stay informed about emerging trends and technologies. Thanks to the increasing number of digital media platforms, it’s never been easier to find your niche and develop your expertise. If you want to become a thought leader in your industry, you can bet that your competitors will be doing the same. With e-learning, you can always stay on top of the game without having to worry about getting behind.

E-learning also provides you with a ready-made audience. Once you’ve developed your content, you can distribute it to your email list or make a few tweaks and post it to social media. When you post to social media, you’re not just reaching your audience, you’re also reaching people who are interested in your niche and, therefore, potentially your product or service.

Additionally, you can use analytics to track the effectiveness of your e-learning program. Just like with any other form of marketing, you can analyze the results of your courses and determine what’s working and what needs to be changed.

E-Learning & Online Marketing: Combining The Two

While e-learning and online marketing are both new and very effective ways of getting content to customers, they are not always used in conjunction with each other. Sometimes, marketers will create webinars or blogs for educational purposes while also using other digital marketing tactics, such as SEO and PPC. But, more often than not, these tactics are used in a siloed fashion and for distinct purposes.

The truth is, the more you know, the more you can do. Thanks to the growing popularity of e-learning, learners have access to a wealth of information, which provides you, the marketer, with the opportunity to do more. When used effectively, e-learning and online marketing provide you with an integrated approach that allows you to move beyond simple automation and boost productivity while also increasing brand awareness and sales.