Training and development
It's clear that some individuals at BMMI Shops have been tasked with overseeing digital channels. However, they are lacking the experience, support and specific knowledge needed to have a meaningful impact. There are a number of well regarded courses for developing digital competencies, both paid and free of charge. Both eConsultancy and Google's Digital Garage provide an excellent resource for digital personnel at any stage of their career.
Identified core competencies for development include:
- Overall awareness of digital
- Design thinking and service design
- In depth awareness of Magento capabilities
- In depth awareness of Mailchimp capabilities
- Writing compelling copywriting
- Effective digital project management
- Online advertising - Google adwords/Facebook ad manager etc
- Data gathering and analysis - Google analytics/Facebook insights/Mailchimp data etc
In order to meet a basic foundational service standard, each member of the team involved with digital should be formally allocated time every week to progress through the Digital Garage topics with the expectation that they complete all 26 within 2-4 months.
The overall time will depend entirely on the individual's current level of understanding before starting. However, each team member should report their weekly progress and be held accountable for completing each module. If they are struggling to find the time, it's better that this is brought to management's notice sooner rather than later.
Links
- Digital awareness: https://learndigital.withgoogle.com
- Design thinking: https://www.ideou.com/products/hello-design-thinking
- Magento: https://u.magento.com/
- Mailchimp: https://www.udemy.com/learn-mailchimp/
- Copywriting: https://thedma.org/marketing-education/marketing-courses/copywriting/
- Project management: https://econsultancy.com/training/courses/mastering-digital-project-management/
- Advertising: https://learndigital.withgoogle.com
- Data analysis: https://learndigital.withgoogle.com