A strategy is born
This story began when Rufus Lidman was developing a global digital strategy for one of the world’s largest companies in New York. It was years ago — almost a decade, in fact — but he and his team was already proposing an elaborate digital broadcasting of these strategies — to sixty countries simultaneously.
The idea was to engage and educate employees worldwide by providing tutorials, tests and practical equipment that could help translate a general strategy to the local context of a company. Something that would go way beyond the simple AdWords, SEO, banners or social media courses that most companies requested. It was something that could empower businesses and individuals to make educated decisions and effectively maximize their ROI.
But such disruptive visions as come so naturally from people who dare change the world, are not always the no. 1 solutions for big corporations — so at that time it all ended up becoming a 300-page PowerPoint presentation. Hallelujah! ;)
Digital in demand
Ever since, the need for competence development in digital marketing has kept increasing at what seems like an exponential pace. As digital advisor for the world’s largest advertiser’s association, Lidman personally coached over 500 marketers from global powerhouses such as Samsung, IKEA, Electrolux and Mercedes.
In addition to turning marketing executives into skilled digital marketing pros, Lidman held an average of 25 lectures a year on many different subjects, from social media marketing, programmatic banners, SEO, e-commerce and conversion optimization, to broader aspects of digital challenges, like big data, marketing automation and omnichannel strategy.
The demand for this type of expertise kept getting bigger and bigger; Lidman found himself hard-pressed for available time. His workload grew to the point where he had to expand his digital agency to today's 20 digital consultants. But as assignment after assignment piled up, and with digital marketing reaching such importance that people desperately needed help to self-help, he realized there had to be a better way of reaching all the people in need of digital marketing education — an analog solution was simply not enough in as dynamic a world as digital marketing. The answer lay in his initial idea of providing a more practical method for digital learning. The world was not in need of an analog solution. It needed a digital one.
Mobile education evolves
As it turned out, his vision was dead right — the technology had until now not been sufficiently advanced. But as the mobile revolution came about, it caught up… and Lidman’s vision was suddenly not only possible — it was necessary. The solution manifested itself as a microlearning application, designed to replace weeks of seminars on AdWords and SEO; months of courses in e-commerce; outdated books on social media; and all the other inefficient training programs which companies were wasting exorbitant amounts of time and money on.
The beta version of this digital strategy app was launched and A/B-tested in affiliation with the world’s first certification program specifically tailored for digital marketing professionals (DMP).
300 marketers received the education offline and 300 received it online. The feedback for both versions was equally positive, but when the surprisingly good test results were analyzed, it was blatantly clear which of the two groups performed best. Digital learning scored 92%, while the offline group scored 73%. Lidman had what he needed: Proof of Concept.
DMP leads digital heroes
With a strategic window ripe for the taking, a market fit to burst with potential, and a hugely successful Proof of Concept, Lidman and his new global venture AIAR launched its initial flagship product DMP in the spring of 2017 — the first in a series of applications designed to set the global standard in digital marketing.
Apart from world-leading content based on data-driven insights, the DMP app takes the first steps toward the world’s first truly personalized learning. Employing a revolutionary 3T learning method consisting of tutorials, tests and tools, the learning process is made practical, versatile and customizable. The tutorials provide key insights for those yearning to learn; the tests make it possible to assess individual skillsets and prove competence; and the tools give straightforward results and strategic guidance.
Though possible to use separately, it is the combination of these three features that has been proven to lead to exponential growth and the development of a strategic mindset. Suddenly lengthy lectures on AdWords banners and month-long courses in SEO seem frighteningly… outdated. And the attraction has been proven in record time. Three months after launch the application is already the second most downloaded in the category in the world on Google Play, with the highest rating in reviews in the world and the highest ranked in search for the biggest markets in the world (i.e. even before Google themselves)
AIAR dares to change the world
The insights gathered with the use of 3T microlearning is just the first step in the development of real personalized education — for the first time in the history of mankind. Add AI and AR technology to the fold, and the EdTech market is set to be completely revolutionized. Learning will become adaptable and knowledge will be gained just-in-time, without borders, boundaries or limitations. Not to mention cooler than ever before! 😉