Last month’s Wired had an excellent article on – guys who are tweaking and customising advertising and marketing campaigns in real-time, based on the response to the messages…
“”By changing the creation equation, Visible World’s adaptive ads adopt the “permanent beta” ethic of online marketing – advertisers can continually refine their message, swapping out offers in response to what works….”When you look at offline advertising research, it’s like going to the morgue. They cut the guy open and tell you why he died. But that’s worthless unless you can make a change. The real opportunity is in coordination and feedback.”
Now, I’m already banging on about how corporate learning needs to adopt marketing industry ideas – this would be perfect…auto-correcting e-learning – based on feedback and knowledge levels.
At the moment, huge expense is made to build static, one-time 45minute modules and classroom materials. And they get given to learners, regardless of any feedback.
What if feedback loops from trainers and knowledge checks and actual feedback mechanisms were taken notice of and a constant iteration process was adopted for the content?
Instead of one module, build a couple of two minute modules – get them out there and build the rest in response…
Of course, if a major amount of that content was pushed into environments like blogs, you’d get the platform to easily adjust ongoing content _and_ the instant feedback loop.