The ADDIE Model in Digital Marketing
How HighRoad can bring the best of Instructional Design to your organization through Optimum 5.
Analyze-Design-Develop-Implement-Evaluate: The ADDIE model has been the workhorse and standard in Instructional Design for decades. While other models have evolved through-out the past 4 decades, the ADDIE model remains a constant because of its simplicity, flexibility and effectiveness.You might be using ADDIE and just don’t realize it. Here are some great questions that accompany each section of the ADDIE process. While many of these questions are asked/used in Digital Marketing, you may not have thought about some of the more in depth questions that can help propel your organization. If you haven’t been using this model, take a look at these questions. Many of which might be useful for you and your digital marketing team.
Analysis:
- Who is the primary target audience you are looking to reach?
- What are the learning goals you aim to achieve?
- What are the technical requirements required?
- What are the structural characteristics around your target audience, course and/or offering?
- How accessible are the requisite knowledge sources needed?
- What criteria will be used for assessing success?
Design:
- What is the end result of the promotion or offering look like? What should the consumer expect at the end?
- For example, if it is a course offering, how was the format of the course decided upon? Who in your organization is designing the educational strategy?
- How does the format of the offer effect the potential consumer outcome?
- Presentation of material: What is the best presentation method for your target audience?
- Is the person designing the promotion, training, course, etc. have the appropriate experience in the specified area to design what is needed? (*Remember, its important to have the right person in the right seat.)
Development:
- At the end of Development, what will the final product look like?
- Have the expectations been clearly defined with the individual/team developing the product?
- Will your organization be developing a prototype for QA testing?
- What do those tests look like? Have they been developed?
- Is the control group being used prior to implementation?
- How much allowance is there for adjustment during this phase?
Implementation
- Has the product thoroughly been tested and all kinks worked out?
- Does there need to be someone for implementation? If so, are the right person for the job?
- How will document of effectiveness be handled?
Evaluation
- What evaluation methods are currently in place?
- Are new evaluation methods needed?
- Are there older metrics available to compare out results against?
- Is it possible evaluate specific components separately?
- Who will be doing the evaluation? Are they the appropriate person with background knowledge of the full scope of the entire project?
It’s important to note that a carefully constructed plan will make the entire process go more smoothly and the more effort and care you put into this stage, the less time you will waste on do-overs during development. Measure twice, cut once, as they say.
Bridging the gap
HighRoad has taken this approach by combining this tried and true Instructional Design Model and combined it with the best practices for Marketing. In today’s world of Marketing, it’s no longer a matter of casting the widest net and hoping you capture an attentive audience. It’s crucial to identify and specify your target. By optimizing your target audience, you will improve your ROI and build momentum. HighRoad’s Optimum 5 is a solution that incorporates the best practices of Digital Marketing while analyzing your organizations current practices following a similar tested and proven model such as ADDIE.
