Google & Yellow Pages Offer Digital Marketing Courses
Digital marketing is extremely important for small businesses. Used effectively digital marketing can be an extremely valuable tool and can drive great return for your business.
Google and Yellow pages have joined forces to deliver free marketing education for small businesses at 18 different locations around Australia between April and September. ‘Strictly Digital’ will aims to help local SMBs to grow using effective digital marketing techniques.
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The event will be run by experts from both companies, and will be offering tips, advice and a number of cost effective ways for small business owners to establish an effective digital presence.
“Together, Yellow Pages and Google want to make digital marketing education more accessible to small business owners across Australia – so they can capitalise on new opportunities to attract customers and grow their business,” said Kelly Brough, Sensis Executive General Manager, Digital Partnership and Innovation.
Digital marketing topics to be discussed at ‘Strictly Digital’ include >>>
- How to stand out from your competitors online
- Ways to understand the online behaviour of your customers and the best channels to reach them
- The difference between search engine marketing and search engine optimisation.
The ‘Strictly Digital’ events are being staged at local cinemas around Australia, where each Yellow Pages and Google representative will deliver a presentation on the big screen.
- Victoria: Preston, Narre Warren and Frankston
- New South Wales: Chatswood, Parramatta, Penrith, Coffs Harbour, Newcastle, Tuggerah and Wollongong
- Queensland: Brisbane, Cairns, Townsville, Maroochydore and Robina
- South Australia: Norwood
- Western Australia: Innaloo
- Northern Territory: Darwin
A full list of dates and session times for the ‘Strictly Digital’ series is available here.
Q&A: Professor Loredana Padurean, Asia School of Business
As someone who is creating Asia Pacific’s business leaders of the future, what do you believe are the essential skills leaders require?
In many ways, we need leaders who are Renaissance women/men or polymaths, as opposed to specialists of an industry or a field. A polymath is a person with profound knowledge, proficiency and expertise in multiple fields and today’s leaders have to be able to combine various ideas, look at problems in novel and useful ways, and develop a broad and yet still deep set of skills, talents, and knowledge.
You’ve coined ‘smart’ and ‘sharp’ as skills of the future. What are these?
They are replacements for ‘soft’ and ‘hard’ skills, a concept coined by a US Army doctor in 1972 who observed that his pupils had different skills: dealing with machinery required ‘hard’ skills, while dealing with people and paper were ‘soft’ skills. This concept has served us well since, but I find it too binary, not to mention the semantic implications of the words themselves.
Soft implies gentle, delicate, mild, quiet, tender, weak. However, there is nothing soft in navigating competing perspectives and cultures, handling and delivering critical feedback or dealing with office politics. Instead, I prefer to call these skills ‘smart’. Hard implies rigid, difficult, heavy, static. But how can we think of engineering or software development as static or rigid? I believe ‘sharp’ is more apt as such skills need constant updating or sharpening.
I think it’s time to reflect on these classifications, because we can drastically change someone’s perspective by how we choose to talk about and frame something.
How important are smart skills in leadership today?
Smart skills are more important than ever because we live in a world of extreme diversity: generational, ethical, value-based, gender, etc. Gone are the days when giving an order was an effective act of leadership. I personally work with people from five different continents and across five different generations, therefore as leaders, we need to know how to adapt, motivate, inspire and connect. We need to increase our investment in learning about them in action, especially as smart skills are more difficult to develop.
I believe that a successful leader today has to be both smart and sharp. Take cognitive readiness, one of my top 10 smart skills. In order to be cognitive ready, one has to master system dynamics, one of my top 10 sharp skills. Also, did you know that one of the primary reasons why digital transformation fails is not the absence of digital literacy, a sharp skill, but the need for more validation and adaptability, both smart skills. So, instead of thinking of these skills as binary, I prefer to think of them as the yin and yang; co-existing and complementing each other.
So, you can teach leaders smart skills then?
Yes, you can, via a combination of the classroom experience, plus an action component supported by deeply embedded reflection. At ASB we call this Action Learning, and we teach it both in the MBA and in the executive programs. For example, in teaching a leader emotional maturity as a smart skill, first they need to learn what it is, and then act on it, before reflecting on what we did and how we did it. And then to repeat it, but this time with more expertise and awareness. It’s not easy, but that’s why my favourite mantra is ‘the job is easy, the people are not’.
Discover Professor Padurean's successful skills for a digital transformation here