This is the first post in a new monthly feature we're introducing - The AIMS Member Profile.
Each month AIMS member and volunteer, Eden Spodek from the Ontario Teachers' Pension Plan will interview and profile one of AIMS premium members. We thought this would be a good way to get to know members and talk about some of the online marketing work our members are doing.
Eden's first interview is with Marcus Daniels, Vice-President of AME Learning Inc...
Meet new AIMS member, Marcus Daniels, who joined AIMS in September. He was recruited by AME Learning Inc. to start-up, develop and manage the online training side of the business last year.
Prior to joining AME in 2005, Marcus ran an eBusiness and software development company in Montreal.
Q: What is the biggest change you've seen in the eLearning industry in the past two years?
A: The eLearning industry in Canada is showing consistent growth, especially in the content development area. The biggest change over the past two years is the demand for rich interactive content, such as online simulations and games, is greatly increasing.
Q: Why don't you tell us about the new suite of eLearning products AME is launching this month?
A: The AME training method is a proven hands-on simulation that rapidly makes non-financial professionals financially proficient. We're launching four specific products in November based on our core foundation program targeting the corporate, government, and academic markets. Sales professionals, marketing managers, and executives can all benefit from our program by learning how to communicate in financial terms, make better business decisions, and improve company profitability.
Q: What eMarketing strategies is AME using to launch these new products?
A: Search marketing will play a major role in launching our new products.
Beyond revamping our corporate website and incorporating e-commerce capabilities, we're exploring the use of various social media tools such as starting specific blogs and a wiki in our learning management system.
Also, we're in the process of evaluating various online partnerships.
Q: What have been some of the challenges?
A; The key challenge for us is to create compelling marketing campaigns to three diverse markets:
• B2G, and
Q: How will you measure the success of the campaign?
A: I'll be looking at different metrics depending on the type of campaign, but I'm most interested in conversions and subscription growth. Being bottom line driven, customer acquisition costs will be another key metric in order to optimize our campaign spend.