Paul Fegan (ClickZ Academy): Become Effective in Digital Marketing Activity
A: I greet you at Internet World 2012 where you present your company - Adinsight.com. Tell us some words about it.
B: So, we make it easier and cheaper for you to train your marketing team, to make them more effective. So we have the online courses covering the foundations of digital marketing, then a number of specialist's courses covering e-mail, paid search, SEO, web analytics and social media. Each course lasts around an hour, and it's taken online. So you receive a login, you go through, you look at video, you listen to audio, there is an activity, and there is a test at the end. And you can either take it on your own, or you employ a combined form, or you can deploy it to everybody in the team, or you can deploy and check that everyone is trying to understand what they need to know to become more effective marketers.
A: Should the employers understand the basics of internet marketing?
B: So we offer the foundations course which has got 13 hours, which will introduce people to every aspect of digital marketing: from social medial while through to local-mode marketing and mobile marketing, as well as SEO and pay per click. And then if they want to go on and do more study, they can take the specialist's to choose. We have an online publication with 1,5 million page views each month, 400,000 unique visitors as a free newsletter which covers every aspect of digital marketing. From now we have a large network of industry experts, and these people have written for ClickZ Academy to train their people to be more effective in digital marketing activity.
A: So they can share some examples of their practice?
B: Yeah, indeed. So there is about ten more best practices, and they can give some practical tips about how to be more effective.
A: So your courses are online.
B: Yes, completely online, so all you need is internet access, so IE8 or Firefox. You can take them remotely. If you decide that you want to stop, then you can go back into the course, you can see where you were, we put marks, and you can see if you carry on with your studies.
A: What languages do you offer?
B: Only English.
A: And what language may be offered next? French? Japanese? Chinese?
B: I don't know. Chinese potentially. ClickZ Academy is associated with SES, SES is a big conference run in a number of locations globally. It was run a couple of times in Shanghai and Beijing. And we've delivered local language training courses there. So potentially the next market for us... We will have to see.
A: What about Russian?
B: Why not? I think Russian is good as any language. We just need to work out where the demand is, and where we have good level of recognition.
A: So, for example, can our companies cooperate? You need English-Russian translators only, don't you?
B: If we want to develop it in Russian, yes. But every company can develop its own contents, so we have 40+ courses, as subjects they want to teach their employees which we do not have. And we can go offline for that, or we can base it on their own content, and you can translate it into any language of this team.
A: Can your students, or employed team, e. g. mine, meet with their teachers offline?
B: If we are to develop a program, which is specifically for your company...
A: For our business?
B: Yeah. Then we can organize a webinar, for example, where your employees would interact with our tutor. Or we could deliver an in-house program, we take our tutor and take him to your location to train your employees. You spend the whole day with that person learning what you fell they can add to make them more effective as a team.
A: O.K. What do you think about search engine marketing, SEM trend this year and in the next year?
B: I'm not an industry expert, I'm afraid. I'm an expert in learning and training. So what I do, I'm in a faculty of people, we have to deliver the content, and I deliver the content myself. So my area of expertise is training.
A: O.K. So what are the trends in online education? And can you track results of your education?
B: Online education has become easier and more flexible. Yeah, definitely, because what we want to do is to provide employers with the ability to see who was with them on a training, and how successful they've been. We provide you with a dashboard, end-poll, so you can see who has completed which courses. So you can monitor and track everybody is engaged with their training to make sure that they are doing it, if you invested money in their training program.
A: How much does it cost?
B: It depends because there are so many variables: how many people, how many courses, how many courses they've taken. The more courses they take, the more people you've got – the cheaper it is. If you've got one person buying one course, it's around £100/hour. If you've got a thousand people accessing all of our library, it will take £3/hour per person. So it's everything in between, there's a lot of discounts in our system.