AIB wanted to train their workforce to ensure digital's in every aspect of the business.

As the Group Brands Director at AIB, Mark Doyle’s vision is to make digital such an integral part of their brand, that it disappears.

“What I mean by that is we are marketing now in a digital age, so instead of bringing in a digital team or having people with digital in their title, digital should be at the center of everything we do.”

The challenge for the financial institution was that while some employees were up-to-date with digital, there was no consistency of knowledge. Cognisant of the ever-changing digital environment and expectations of customers, AIB’s senior staff were keen for all marketers to be effective online.

“We operate in financial services, but a lot of the team have a very diverse set of backgrounds. What we really needed was a consistency so that the team and we were confident that there was a competence around digital and we could spend most of our time thinking about truly understanding our customers,” stated Doyle.

Aware of the fast pace of digital and the knowledge gap in the business, AIB decided to look for a training provider that could offer two distinct things to their workforce.

“Firstly, an opportunity to enable our staff to upskill and broaden their skills in marketing in an area that wouldn't have been part of the traditional diplomas or degrees 5 or 10 years ago. Secondly, our spend has shifted significantly from traditional media into digital channels. So, it was very important that the people who were managing the campaigns fully understood all elements of digital marketing,” stated Roisin Glynn, Head of Social Media

The search for a partner meant they talked to a number of suppliers and educational bodies. After numerous discussions, they decided the Digital Marketing Institute’s online learning platform matched the needs of their business and employees.

“We felt the platform and the way the training with the Digital Marketing Institute was given really suited our needs. We also had an existing relationship with the Digital Marketing Institute and people on our team who had done courses in the past. For us, it was a natural next step and the process has been really seamless,” said Glynn.