Learning and Micro Moments
Last month my colleague James discussed creatively engaging on mobile. The focus was on marketing to the youngest generation in the workforce (I’m not gonna say it) by understanding their micro-moments along their path to transaction.
The same is true for learning. At First Generation, we include learning as an essential component in creative marketing and communications solutions. In a market that is in constant motion, building a learning organization and becoming a trusted resource for your market audience is one of the keys to success.
Google defines micro-moments in part as the hundreds of “real-time, intent-driven” moments in today’s mobile-driven customer journey. One of the Google defined micro-moment mobile behaviors is “Want to know.” In this context of learning, the statistic from Google that stands out is “ 62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone.” In the modern workforce, learners like to be in control of what they learn and when, and more and more they are turning to their phones. And importantly, as discussed in this report from Towards Maturity, this is not limited to the younger generation, but is cross-generational, with little difference with age.
So, how do we engage learners on their micro moments?
In the corporate learning and development field there is an emerging strategy that carries the label of Micro-learning. Micro-learning is typically defined as a way of delivering content to learners in small, very specific bursts, while providing control to the learner for what and when they learn. Commie Malamed’s excellent post provides an excellent summary for micro-learning. Video is one of the most effective mediums for delivering micro-learning content. It can be argued (and is) that micro learning is nothing new. We have always learned in short bursts in relevant context; micro-learning strategy is an update that incorporates technology and access into delivering content for learning. But “micro-learning” is not quite the same as engaging learners in their micro-moments. (eLearning Industry)
In our view, the key elements to address when engaging your audiences in micro-moments are “intent,” “immediate,” “relevance,” and “needs.”
Intent: Get to know your learners/audience. What is their work and learning environment? Put yourself in their shoes and anticipate their learning situations. Be ready to match your learning support with their intent.
Immediate: Learning experiences need to be fast and frictionless. Content needs to load quickly and be easy to navigate. For social support – be there.
Relevance: Analyze the context of learning experiences to account for location, job role, product, etc. Match the content to the situation of your learners. Learning is social. Is there a social learning support network for your learners?
Needs: As with all marketing, communication, and learning, it is essential to understand the needs of your audience. In this case, what are the learning needs of the moment?
Consider these elements as you build a complete learning experience that includes engaging learners in their micro-moments. Understanding your audience’s path to learning is essential to helping empower them to be more productive and engaged while building trust in your brand.