At the beginning of the year, everyone was very conservative about how businesses would fare. Although our digital marketing business caters to big brands, we have also been affected. On the contrary, inquiries and requests for corporate training have significantly increased. Besides working on expanding online presence, many companies have put more emphasis on equipping employees with the necessary knowledge and soft skills that come with digital transformation. During such training sessions, we are glad to impart a lot of successful combat cases under our belt, in addition to sharing theoretical concepts and strategies.
The Importance of Knowing Marketing Strategies
In terms of training, Bernie Wong, as a digital marketing trainer, got the privilege of teaching marketers in the traditional sense. He has trained college students, digital marketing departments, entrepreneurs, sales departments, and people from different industries who are keen to switch to the marketing profession. A client marketing case left a deep impression on Bernie. After a discussion, a digital marketing director asked him about the details and underlying framework of a marketing research strategy. It is a frequently asked question among digital marketers. Bernie replied that he sincerely appreciates focusing on the strategy rather than the implementation. While execution is important, learning more about strategic direction is paramount. Traditional marketing knowledge, with a little bit of adjustment, is very appropriate when applied to digital marketing.
Learn and Forget What You’ve Learned
Recently, Bernie was invited to conduct training for a large company. The training department asked Bernie to focus on digital marketing. It wasn’t an issue as it was Bernie’s area of expertise. Apart from case studies, Bernie emphasized two basic pillars of knowledge to complement marketing. These are two cases in Harvard Business Review that elaborated on using the “customer journey” to transform traditional retail practices. When the client hears the term “customer journey,” they tune out that they have “been there and done that.” Bernie explained that to fully understand the customer journey, marketers should analyze different groups of audiences daily. It is part of the transformation strategy to learn continuously in the ever-changing field of digital marketing. A know-it-all attitude often gets in the way of gaining new knowledge. Listen to the customer’s real voice. Continuous learning is always the key.
Breakthrough Through Unlearning
Learning is important, but it is also important not to forget what you have learned. It is vital to remember what we have learned. Yet, we must always be vigilant if the knowledge we hold is updated. We need to know what theories and strategies have changed over time. It turns out that sometimes, the more you learn, the more you know but the more you are hindered from learning new things. Being able to empty yourself and learn with fresh eyes is a lifelong exercise. Barry O’Reilly, the author of the book Unlearn, mentioned that everyone, entrepreneurs included, undergoes three major learning phases: Unlearn, Relearn, and Breakthrough.
Bernie is also planning a wider learning curriculum. After Unlearning, what else do you want to Relearn? Let us know!