STUDY ON  Role of Hospital Information Systems in Medical Services Development

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CASE STUDY  : Study & Analysis of District Hospitals in a State in India with the purpose of improving overall performance and patient care

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4 Ways to Improve Support Service Delivery in Acute-Care Hospitals

 

  AbstractGrowing communications industry, Telecommunications   and Informatics, the world will face new revolution every day .Information and communication technologies Revolution have significant effects in all parts of economic, social, political and national security .One of the most

important areas of application of information technology, health care field is in this research using library methods and especially using of atabases Plumbed, Cochrane, Embase and the Search engines, this article is perused .The paper introduces information systems; some of the required standards for systems implementation and deployment solutions are presented for electronic health network in the country. Index TermsHospital information systems, telemedicine,medical development.

 INTRODUCTION

In 1990’s Very profound and important changes were happened in medical devices and equipment. Technology development in the field of data processing, rising levels of hospitals staff expertise, patient expectations, changes in how the service and its models and the different methods of insurance repayment, has been caused huge change in hospital workflow .In health care organizations, trial and error work are wrong and irreversible because of its role in determining and promoting the health of human society .

Therefore, management based on correct, accurate and timely information and enjoyment of an information management system has a special importance .The only way to collect, store, communicate, and offer large amounts of information is using the computer in such a manner that obviate the needs of consumers.

 Importance of computer and information on global development process is well known .General principle is that a computer and information technology is pervasive that effects on the practical aspects of social life .Nowadays, a computer has become key tool for development [1]. A great

goals of national health care system, is not possible without using of the computer and using new technology for ease and accuracy in collection, classification, archiving, retrieval and processing of data .Overall the computer in health centers (hospitals) can be used the following methods.

Manuscript received July 20, 2012; revised September 20, 2012.

 S  Aghazadeh and A. Aliyev are with the Institute of IT, Azerbaijan National Academy of Sciences, Baku, Azerbaijan and Urmia university of Medical Sciences, Iran (Tel.: +98-914-347-3886, e-mail: aghazadehnasrin@gmail.com, depart8@iit.ab.az). M. Ebrahimnezhad is with the Urmia university of Medical Sciences, Iran (e-mail: magsoda1@gmail.com).

 First Method

 Preparation of software that performs functions separately :In this method, each person or department administer feels commensurate with the appropriate knowledge, understanding and the need for computer and entrepreneurial it, and regardless of issues such as specialized information State any impact on clinical findings on treatment process and the need for integration of patient information in hospitals, uses a Stand Alone Software. For example, in various duties in hospital units are done by different people during patient treatment, such as admission and discharge patients that is done in admission, is done transfer of patients between wards, visit and determining the therapeutic actions and orders are issued by physicians and

are run by Nursing services, performing diagnostic procedures and matters such as settlement and others .As you can see, all of these actions is performed separately for each patient and is similar in all patients. If for these actions is used separate software’s, in fact any duty may be done faster and better, but on different actions of treatment and their impact on patient's entire treatment process, will create less accelerate probably because the

different systems have no relationship to each other, and if the relationship between dispersed systems is not done rapidly, the desired goals in the hospital information management will not do.

 In this way, in every part, Suit the needs of them, software is provided with capabilities and its features .The format of the software, operating system and programming language will be completely different and incompatible with each other, most likely the software have been designed and prepared by different people in different intervals without regard to the necessary connection between them, and even in terms of used hardware will be incompatible completely .

 Thus the use of computer software for doing hospital measures, possibility of create networks and exchange patients information, there isn’t even in the future, and since being dispersed information in different systems cannot help to solve hospitals problems, therefore evolution with time and new systems development, management will be forced to change the existing systems, and this means loss of data, costs, and time is a dynamic management system.

 The Second Method

 Hospital Information System implementation (HIS): In this method, using the computer, all therapeutic, and management and financial actions of patient is done by comprehensive software that is made up of different parts .

All therapeutic actions, medication orders and diagnostic services are sent to clinical and Para clinical and administrative centers such as accounting, pharmacy, Review the Role of Hospital Information Systems in Medical Services Development

 Aghazadeh, A. Aliyev, and M. Ebrahimnezhad

International Journal of Computer Theory and Engineering, Vol. 4, No. 6, December 2012 866

 warehouses, and other units through the system and submitted their response is received .  Therefore the start time and end all actions will be identified and followed in the system. in this method will not be delayed between communication of systems like the first method, ultimately therapeutic patient will be exchanged faster and with broader communication between

workstations of different treatment patient and therapeutic factors, and will be taken to avoid a patient data entry form overlapping .The system efficiency is, reducing patient treatment time through the introduction of blind spots in its treatment process. This reduction in total lead time reduces costs of treatment patients and the country's health system and will increase

health care quality and patient satisfaction .Also in this system, that any act is done in treatment patient field by a person will be identified and investigated exactly, so the control issue in medical environments is possible to management easily.

 Generally we can define hospital information system:

 Hospital information system (HIS) is comprehensive software for patient’s information integration for sending and exchange comprehensive patient’s information between wards and other medical centers in order to expedite the process of patient care, improve quality, increase satisfaction

and reduce costs [2].

 GOALS OF HOSPITAL INFORMATION SYSTEM (HIS)

 Goal of Hospital Information System (HIS) is supporting hospital activities in the levels of practical, Tactical, and strategic .In other words, goal of hospital information system (HIS) is using of computers and communications equipment for collecting, storing, processing, readout, and

communication between patients cares with administrative data on all hospital activities and comply needs of all consumers system .In academic hospitals, also research and training support is one of the hospital information system (HIS) goals. Generally the main goals hospital information system (HIS) can be summarized in the following:

  • Improving staff efficiency
  • To remove duplication and unnecessary procedures
  • Using computers as work tools
  • Statistics and data mining techniques faster and more accurate
  • Improving quality of health care status of
  • To create a modern working methods and systems and standardized hospital
  • Data communication systems, medical engineering
  • Data communication between hospitals and medical centers in
  • The country reaching a distributed database in the country and make its relationship with the World Health Networks
  • Promote community health

 History of Hospital Information System (HIS)

Reports relating to the use of computers returns to support clinical data management activities in 1950, Although most early systems were created to provide financial and repayment goals, but they was the founder of modern

electronic records.Until 1960, hospital information system (HIS) emerged and probably the first hospital information system, data systems was Technician that was created in the system of nursing stations. The first time it was created in a hospital Kamynv, Mountain in December 1971 (EI Camino, Mountain (Created [3])).

 

Many countries including European countries have moved toward automation hospital information system since the early 1980 .This system developed significantly until now, and it has been an integrated system and with the inner core that called electronic medical records (EMR) from one

inconsistent system [1]. Using hospital information system (HIS)was introduced in Iran in 1378 and was launched in the hospital anymore, Mashhad, Yazd, and Zanjan be as a pilot project for the first time. Thus, in 1380 the country's first e-hospital, carried out in the 313-bed hospital Imam Hussein of Shahrood, to the national pilot with the cost of 800 million Rials .One of the positive results of the implementation of electronic information system was 12 percent reduction of medication in this hospital [4].

 The Importance and Necessity of Establishing Hospital Information System (HIS)

 Due to extensive changes in medical technology and increased expectations of patients, in the twenty-first century hospitals that lacks hospital information system (HIS), they have nothing to say and will not have the ability to compete with other hospitals [2].

 The most important necessity and reasons for hospital information system automation are Inefficiency manual procedures, the growth of medical research in the world, insurance industrial development and changing reimbursement techniques to the centers of contracts, new methods of medical education, medical facilities great achievement, and increasing professional in Employees and development how hospital catering and management, growing health costs, increased patient expectations, the associated need for medical centers and medical professionals together and etc. [5]-[6]. Also a good management information system is necessary to evaluate the quality of care for patients [7]. So the reasons for using these

systems can be summarized as follows:

 Generation of alert and Reminds: HIS systems help with the creation of Wake series warning messages to remind doctor in diagnosis. For example, patient has an abdominal pain that is may be 45 diseases that have the same symptoms but doctor remembers only 10 of them.

 Critical Pathway of Decisions: HIS systems help a doctor in serious cases. In very serious cases, that there isn’t the opportunity for doctor to decide, these systems help the doctor and bring his response quickly in emergency cases. .

Automatic reporting: one of advantages and performances of HIS systems is that can be provided report of patient’s diagnostic - care information

automatically by them.

Reduce cost: HIS systems effect very significant in reducing the costs. So if you have detection algorithms in the system, you won’t need to review

Problem Oriented of patient. In this case you won’t require performing additional tests and etc.

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Access to diagnostic information – care of patient with a PC: using of the appropriate Work station, physician can access patients and hospitals easily

from your location or where he/she is present. · Suitable Administration: One of the benefits of HIS systems is that allow the patient to call the hospital network from home and reserve time to meet with the doctor. Thus make an Appointment is much easier.

  • Reducing errors: because all data have been collected in one place, fewer mistakes occur.
  • Better Managing &Following :patient management and follow patient can be done better in these systems .Therefore, accessing to previous information of patient will be better.
  • Data Presentation T-standardization, better communication of information and decrease the time.

 III. PROPERTIES AND CHARACTERISTICS OF HOSPITAL INFORMATION SYSTEM (HIS)

 Properties and characteristics of hospital information system (HIS) as follows:

  • It acts based on standard.
  • It doesn’t make any mandatory in existing manual system, but it matches itself with these systems.
  • It acts based on "medical events" and is independent of the cycle of moving patients [12].
  • Using this system, the previous manual and the current trend does not change much .
  • It keeps the old computer systems and promotes and improves their futures.
  • It offers the best solution for coordination between different lines of work and different units in the hospital
  • It coordinates all wards and hospital system.
  • It increases the quality of decision making and managerial.
  • It includes rich knowledge-based medicine databases such as SNOMED and ICD-10 [13].
  • The data entry are required to type in only 2 %of cases and in 98 %cases, for data entry, clicking method is used by the help of the mouse.
  • Operation is very simple and completely visual and user-friendly.
  • Smart cards are used for identification and control of hospital staff access to patient records (to enhance security) .
  • It is equipped with video conferencing system between health care professionals.[11]
  • It is equipped with knowledge-based intelligent system for diagnosis and treatment.
  • It provides Access to information via the Internet to communicate with the mobile phone.
  • Filing and retrieval of medical information dense is possible to easy access to the complex and stratified set of data.
  • It is equipped with open standards for the implementation of local language.
  • It allows to people’s common use of medical information recorded and Protocol Guide electronically.
  • Using multimedia technology, audio and video recording various Information is possible in it [8].

 Standard HL7 (Health-Care Level 7)

Standard HL7 is accepted standard (protocol) in the world that provides the common language for information exchange and electronic patient records in both domestic and abroad .This world standard is recognized by the Common Market of Europe in 1992and Central Office in 1994 by ANSI and the WHO [1].

 Mission of HL7

HL7 is an international forum with health care that its goal is working with professionals and health scientists to create standards for information exchange, management,  and integration of electronic health information .HL7 strives that we use of such standards within and between health care

organizations to increase efficiency and effectiveness of health care activities such a manner that is in favor of all[5].In other words goal of HL7 is facilitating communication in configuration Health Care [9]. The features of a hospital information system (HIS) software such as HL7 must to have

till act successfully ,include following:

  •  The software should be able to make a separate computerized record (EMR / CPR) for every admitted patient [10].
  • System has accepted standard for transferring medical information between different medical centers.
  • Software is designed Based on Object Oriented Technology, it means that different layers (different tasks) can be run separately from each other and be implemented, so it can implement in various center of health systems.
  • System could support Interface (hardware interfaces) of advanced devices such as radiography; MRI, CT scan, etc.
  • The Software has capabilities of Tele Communication & Tele Medicine.
  • The software must be able to support multimedia capabilities (Multimedia).
  • Level of computer user’s access to file system is classified based on each individual task in patient treatment and position.
  • Software persuades users to use it or is User Friendly.
  • Standard Numbering and archive systems are predicted in it.
  • System works in the network and covers all clinical and Para clinical units.
  • Data confidentiality is guaranteed by certain methods [8].

 

HL7 Standard has a lot of flexibility information exchange  in the types of the hardware and software infrastructure. Also it has a closely coordination with other accepted standards of medical informatics, and can be used in all health care environments.

  1. HOW TO USE HIS IN COUNTRY’S ELECTRONIC HEALTH NETWORK

 We require planning based on opportunities and threats of the way and self-strengths and weaknesses to develop this industry within the country. A group of major and noticeable obstacles are considered in the way of development, have the effect of possible factors that are related to space

management outside the country and their management is not

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 easy. Some of these obstacles and challenges we expressed in:

 Large investment and intense competition among developed countries reduce technology life in the arena and the competition has been heavier.

 Due to requests from the local market using the most advanced products in the world to provide medical services, offering products in this arena requires standards in manufacturing products of the world. In addition to the above, Informatics Technology has features generally that encourages the countries in the world to investment in this sector. Medical informatics industry includes three areas: software, hardware and medical services. The areas of medical informatics as artificial intelligence applications in medicine, remote medical services, will be a good background for planning and investment in its product offering in the sector due to the research stage.

 INFRASTRUCTURE

 Considering the role of governments in order to developing, two Applicable and production parts in the informatics field should create infrastructure items. Thus, a comprehensive understanding of infrastructure planning of

the form is very necessary in the beginning of this section. [14]

 Security Infrastructure

 Privacy and protection of digital information is infrastructure Developing member of Medical Informatics that prevent abuse and invasion of people privacy. Collection of items that should be considered include: network’s

equipment security, secure operating system, electronic signature, identification center and etc.

 Business Infrastructure

 Weakness and lack of proper systems for financial interaction under the network will prevent interest in the public for providing services through the network. Therefore, other cases of infrastructure of application development and the industry growing of medical informatics are an infrastructure business including: electronic banking, electronic money and etc.

 Legal Infrastructure

 Laws and regulations relating to activities in the information age are necessary to medical informatics in developing countries. Because of without clear and determinant rules, chaos will hinder development. For

example: the court network, cyber laws and etc.

 Social and Cultural Infrastructure

 The main audience of information technology is human resources and if it resists changes in the development, we cannot achieve the desired results. Therefore, training and culture building is continued needs for promotion of

scientific and intellectual development of the population information technology. Increased knowledge and skills of medical specialists in the field and against the increased awareness and create social acceptance for the productivity of services at national and regional levels is necessary and

irrefutable [3].

 Technical Infrastructure

 Medical equipment in addition to communication and information tools will provide technical infrastructure of medical informatics in this age. Appearance of electronic tools with the ability of the individual records from birth to death will provide Admitted for the use of powerful and intelligent processing tools that these tools be made responsible for everyday works with a non-creative nature. Among these tools we can Point to consulting physician Technology as a medical help in the diagnosis and treatment is known. Another group of tools, a powerful database is that will be very significant role in speeding up service delivery and cost reduction, including technologies, strong database of medical information is. That can be part of them took advantage of the following:

 Hospital management information systems: these systems are a kind of management information systems (MIS) those issues in the covers information such as administrative and financial information for financial management and information systems, reimbursement and other administrative.

 clinical information systems and medical care: These systems have databases that apply the types of patient information To multimedia including several individuals critical parameters (EMG, ECG, EEG) medical images (CT, MRT), medical sounds and system has the ability to collect and registration, search and retrieve this information and provides power to the diagnosis and treatment by a physician despite a powerful tool to process and improves.

 Health information systems: Main features of these systems will be their vast in collecting, recording and retrieving information that will provide monitoring the underlying health of the community and timely and appropriate response to natural factors and abnormal impaired health community.

 Virtual reality: Another new and important debate is the concept of virtual reality in the process of getting information in human societies. The talk covers all materialist concepts around us and it has the capability that simulate many part of the physical world interactions. Also A virtual reality in medicine has widespread application for example simulating anatomy and physiology human body as a laboratory sample, will provide the ability to do any tests and medical research. Simulating Types of laboratories and educational and training environment, will provide the rapid growth of knowledge to in the future world, workers do the knowledge-based works.

 Telemedicine: in the information age, Experts and facilities distribution and services from all over the world will not require spending a lot of time and then place will lose its importance. In this age of new areas such Telemedicine will find significance that will be the medical care field and will provide services should be close to medical standards. Otherwise the status of service will have problems. In the subset of Telemedicine topics, we can offer remote consultation, remote surgery, remote capture and other

remote services [15].

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 Standardization Infrastructure

 With Complexity and structure expanded medical services, increasingly, need to develop automated information systems and create communication flow within and between organizations increases. Create an efficient communication is possible in the context of standardization and coordination

and development in the standardization will be necessary. Standards provide effective Infrastructure in order to compete effectively if between producers and consumers will result to agree common standards; in the technology propagation process occurs acceleration. Also standardization in facilitate and funding research and innovation have a key role and because of clarify, provides investment environment that provide needs of financial .in other hand, it facilitates the participation of sector investment and provides infrastructure of development finance by medical informatics industry.

 CONCLUSION

 According to the aim of efficient developing the Medical Informatics industry, in this article were addressed definition of the concepts, information systems, standards, development ,medical informatics industry in the country, the role of government and infrastructure. So we hope that the administrators of medical services take an effective step towards the development of medical services with playing a role in development of the informatics industry and presenting standardization.

  Case Study 3: Study & Analysis of District Hospitals in a State in India with the purpose of improving overall performance and patient care

 A study and an in-depth review of nine District Hospitals in a State in India was performed involving their structural organization and operational framework in their efforts to provide secondary healthcare services to the people in the districts and the region. The assessment also brought to the forefront gaps in delivery of healthcare services and to provide practical recommendations for further strengthening the system. The ultimate aim of this study was to recommend a road map for the up gradation of the District Hospitals through a logically achievable, phase-wise program leading to accreditation (ISO and subsequently NABH).

 A survey team was constituted to conduct site visits to nine District Hospitals after discussions with senior officials of the State Health Society. Vital quantitative information was collected using a facility survey checklist based on IPHS norms. FFHI, MQESP norms were also included just as a baseline reference. Interview schedules for administrative, medical, nursing staff of the DHs, those of clients and other stakeholders were also conducted. The information obtained was further validated and verified through qualitative observations conducted by our hospital planning and management expert team during visits to the DHs. The study was conducted in two parts.  Client surveys were conducted where most respondents gave their views willingly. Many felt neglected by the healthcare providers and were resigned to accept the abysmal conditions of the facilities and paucity of services. It was evident that they had very few options as far as free healthcare delivery was concerned and their perception of good, quality facilities and services was limited only by their lack of exposure to quality alternatives.

 The healthcare providers were quite forthcoming with their views. Their perspective of the hospital was mainly directed to their immediate, yet perennial problem of lack of specialists, nursing and paramedical staff and the pressures of managing large and growing number of patients. Opinion of some hospital staff was not always spontaneous and at times muted. The survey was perceived as a faultfinding mission by some of them rather than a need assessment study.

 Paucity of healthcare manpower across the State was reflected quite clearly in the DHs and they required a resolute capacity building of their staff. Availability of adequate and timely clinical services including emergency medicine needed to be strengthened. In addition, well-designed and frequently executed training programmes were a perceivable need for better patient care.  

disaster preparedness, referral linkages and record keeping. The medical stores were computerized and inventory was managed adequately. However, the hospital did not have a general store for various non-medical items. disaster preparedness, referral linkages and record keeping. The medical stores were computerized and inventory was managed adequately. However, the hospital did not have a general store for various non-medical items.

It was observed that the DH received a large number of patients in the OPDs. A majority of these belonged to the economically challenged strata of the society. In this the female patient load was also sizeable. Whilst there are very few options for the `free’ category of patients, those willing to pay ‘fee for service’ preferred to visit private clinics and nursing homes owing to better quality and promptness in delivery of healthcare services when compared to the Government facilities. They were discontent with the long waiting periods in OPDs due to shortage or lack of doctors, unpredictable situation of availability of medicines and often an indifferent response from the healthcare staff.

 The inpatient numbers were not commensurate with the outpatient load. A limited number of patient related medical services coupled with the above mentioned restrictive factors appeared to be the primary reason for this anomaly. The types and levels of services offered at the DH needed to be increased not just from the patient demand perspective but also to be able to meet the IPHS norms.

Considering that the hospital had been FFHI certified, it had already established some necessary features also required under IPHS. Plans were afoot to upgrade this hospital to 300 beds for which sums had already been sanctioned. This implied adding more clinical services along with the commensurate medical specialists and requisite medical technology. It was suggested that it would be prudent to add beds in a phased manner such that all associated facilities and services are established in keeping with the IPHS norms.

 The large campus of this DH could be better utilized with provisions for staff residential facilities. Housing for staff came out to be one of the main drivers for attracting qualified and experienced medical (specialists), nursing and paramedical staff.

 Although the overall campus was fairly well maintained in parts, it needed better maintenance in some other areas with a more vigil security staff to prevent trespassing and unwarranted littering. As a sequel to this a more concerted and effective BMW management was also a definite need.

Despite the gaps in infrastructure and other components of service delivery mechanisms, the District Hospital had one distinct advantage in the form of the support from hospital authorities and the fact that they had completed FFHI accreditation process. As a result most of the gaps could be addressed and the DH could ready itself to meet with IPHS norms fairly quickly.

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Quality management in healthcare: the case of a South Indian hospital

 The healthcare industry presents a very dynamic and uncertain

environment in which “quality issues” have occupied a central

position.

 As healthcare organizations are becoming more and more complex, old models of quality assurance, relying on provider-based preset standards are insufficient to solving quality problems. Concepts of total quality management (TQM) and continuous quality improvement (CQI) have taken a central role in healthcare quality management. By adopting the concepts of TQM or CQI, a healthcare institution can move away from an inspection-oriented quality improvement system

to one that orients itself to a systematic transformation of an organizational culture through a roll-out plan involving customer focus, key-process monitoring, data-driven tools and techniques, and team empowerment. In order to determine an organization's level of quality management and continuous improvement, many have used Malcolm Baldrige National Quality Award (MBNQA).

 Quality initiatives in Indian hospitals As hospitals in India are not

 only growing in number but in size, complexity and the types of services provided, there is an ever-growing  need for professional management of hospitals. A number of private and corporate hospitals are constantly innovating and improving the technical/clinical and service aspects like never before in order to provide world-class quality. In the absence of an accrediting body for hospitals, leaders in the industry are looking at different approaches like accreditation from organizations abroad and hospital grading by commercial organizations in India to improve quality and attract new markets.

Many Indian hospitals are getting ISO certification and the Apollo Group of Hospitals in its efforts to position itself as an Indian MNC in

global healthcare is undergoing the US Joint Commission on Accreditation of Healthcare organizations (JCAHO) certification process. However, external reviews rarely generate wholly new knowledge, are found to be more confirmatory than revelatory, and do not usually lead to major changes in policy, strategy or practice. Industry leaders in India are also voicing their concerns about the usefulness of ISO and JCAHO certification for Indian hospitals. While the TQM philosophy has its roots in manufacturing and industry, it is based on many  techniques, which could easily be transferred to the healthcare setting. The MBNQA is widely used as a model for improvement and currently thereare newly established criteria for performance excellence that have been specially tailored for healthcare providers. The seven criteria are:

  • leadership,
  • strategic planning,
  • customer and market focus,
  • measurement,
  • analysis and knowledge management,
  • human resource focus, and
  • process management and business results.

 As such, its underlying theoretical framework is of critical importance, since the relationships it portrays for the different criteria convey a message about the route to competitiveness. It was therefore judged that the MBNQA healthcare criteria would provide a good framework to analyze quality management practices in the case hospital.

Executive Summary | 1ExecutiveSuary

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Hospital profile

 This 350-bed multi/super specialty private hospital is located in a non-metro city of South India and is run by a charitable trust. The hospital

was established in 1975 as a modest 40-bed hospital with a staff of three doctors and 12 nurses, now it can boast of over 20 specialty

departments and a total staff of about 1,200 including 150 doctors specialized in various fields and 600 nursing staff. The hospital offers a wide range of medical and surgical specialty areas, and all the support services of a modern super specialty hospital.

 “Strategic development process and implementation is obviously a great plus for the hospital considering its growth,

positioning in the region and the range of services.”

 This hospital is forefront in adopting quality practices. Today it is one of the best hospitals in the region and is known for its excellent technical and professional service capabilities as well as its ever-expanding specialty care areas. It is the fourth hospital in the country to have obtained ISO 9002 certification for rendering quality medical care.

 Quality performance based on Baldrige criteria Leadership

 The hospital has effectively implemented leadership's vision even though it has a topdown structure at the outset. Allocation of resources, setting up of systems, formal daily meetings with various level managers and proper communication indicate management commitment for continuous improvement. Result oriented work culture with appropriate systems/mechanisms to facilitate achievement of organization goals is promoted. There is a clear indication of good governance practices with legal, human resource and finance functions of the organization.

 Strategic planning

 Strategic planning areas include setting up high quality standards, improving organ transplant/donor availability, education of Insurance companies for customizing medical insurance schemes and tapping the international market (also referred to as medical tourism), expanding to Dubai. Strategic development process and implementation is obviously a great plus for the hospital considering its growth, positioning in the region and the range of services.

 Customer and market focus

 A number of open communication channels interfacing patients/families, suppliers, community and staff are used to ensure patient satisfaction. Regular referrals to other hospitals, technology/knowledge and responding to social causes help optimize knowledge about the market and other customers. Well-planned physical infrastructure and artifacts and a clean/hygienic ambience support the services. A general customer friendly environment and

Helpful front desk staff further adds to value the service aspects of care.

 Measurement, analysis and knowledge management

 Measurement, analysis and knowledge management of medical care procedures and outcomes are given primary importance. Mortality and morbidity data analysis along with medical records, department records and summary of results are maintained. Accessibility, security and confidentiality issues of information are strictly adhered to. However, data for various processes and performance measures is rather limited due to a heavy patient load and excess work demands. This is an area of weakness for the hospital; however, an IT based hospital information system is being developed.

 Human resource focus

 Human resource development is judged to be highly effective based on training, continuous learning and professional development activities carried out in this hospital. Customers, coworkers and senior colleagues' feedback constitute an important component of

performance appraisal, done every six months. Staff orientation, continuous medical education and professional development programmes’ are  the major efforts in training and skill development. Rewards, monetary and otherwise, are used for motivating staff. Nursing staff attrition is higher than that of doctors, but the HR department tries to analyze and understand reasons, and minimize attrition through different benefits. Some challenges like staff retention, motivation, transparency and procedures continue to exist. However, this is one of the best-reported areas of hospital performance and

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highlights the importance of human resource development in quality management.

 Process management and business results

 Standard operating procedures (SOPs) for emergency, laboratory, routine admissions and registrations, etc., are in place. Feedback to

improve healthcare processes is an important feature. Doctors' inputs, latest information from medical journals and management inputs are used for improving care processes. Measurement and data analysis for healthcare processes and outcomes are rather basic and needs improvement. Support processes like pharmacy, central sterilization, diet and nutrition, etc., are very well streamlined with other processes. Safety and security processes are standardized. There is an active disaster management team, and rules and hazards are clearly displayed for various equipments used in the hospital. Overall process management is judged to be good; however, improvements such as incorporating data analysis into improving care processes are needed.

 Organizational performance results are  comparable to any multi-specialty hospital in India. The hospital's reputation and good quality

services have been a major attraction to different groups of customers. In terms of referral within and outside, the relationships with various groups of customers are judged to be very positive. The patients show preference and return to the same consultant, which is seen as a good sign of customer loyalty. The hospital is reported to be a profit making venture. It has entered the field of cardio thoracic surgery in the last three years and it has already broken even at the end of two years.

 Superior performance

 The analysis of quality management using MBNQA criteria of the case hospital demonstrates that committed leadership is a driver for management accountability and creation of environment for empowerment and organizational agility. The hospital has effectively

implemented the leadership's vision even though it has a top-down structure at the outset. Human resource development is judged to be

highly effective based on training, continuous learning and professional development activities. Customer focus has resulted in high customer loyalty, which is a positive change in a traditional healthcare system that is primarily provider based. Measurement, analysis and knowledge management and information technology based hospital information systems is an area of weakness for the case hospital. Also, there is a very limited amount of information for

benchmarking hospital performance in India and that in itself poses challenges for comparisons among hospitals in the country. Though the hospital has made good efforts towards subsidizing the availability of medical care to patients in the lower end of economic

scale, areas of social equity are still a difficult proposition to be achieved by a private healthcare provider owing to costs of high technology medical care. Overall, this case hospital is judged to be

performing at a good level. The hospital has followed the lead of other leading sectors in implementation of TQM, and the rich experience and knowledge of quality management available with this hospital really provides lessons to other hospitals in India and abroad in achieving superior performance. □ July 2007.

 This is a shortened version of “Quality management in a healthcare organization: a case of South Indian hospital”, which originally appeared in The TQM Magazine, Volume 19 Number 2 2007.

 The authors are Usha Manjunath, Bhimaraya A. Metri and Shalini Ramachandran. Executive

Summary

Executive Summary | 3Organizational Structure of a Hospital

 Organizational Structure refers to   levels of  management within a hospital.

 Levels allow efficient management of hospital departments. The structure helps one understand the hospital’s chain of command. Organizational structure varies from hospital to hospital

 Large hospitals have complex organizational  structures   Smaller hospitals tend to have much simpler organizational structures

 Grouping of Hospital Departments ithin the Structure:

 Hospital departments are grouped in order to promote efficiency of facility.

    Grouping is generally done according      to similarity of duties Common Categorical Grouping:

  •  Administrative Services .
  • Informational Services .
  • Therapeutic Services .
  • Diagnostic Services .
  • Support Services
  • Administrative Services

 Hospital Administrators

  Vice President(s), Executive Assistants, Department Heads .

  •  Business people who “run the hospital”
  • Oversee budgeting and finance .
  • Establish hospital  policies  and procedures .
  • Often perform public relation duties .
  • Informational ServicesDocument and process information

           Includes:

 Admissions .

  1. Billing & Collection .
  2. Medical Records .
  3. Computer Information Systems .
  4. Health Education .
  5. Human Resources .

 Therapeutic Services

  • Provides treatment to patients .

           Includes following departments:

 Physical Therapy - treatment to improve large muscle mobility .

  1. Occupational Therapy - treatment goal is to help patient regain fine motor skills .
  2. Speech/Language Pathology -identify, evaluate , treat  speech / language disorders .
  3. Respiratory Therapy - treat patients with heart & lung disease .

       4-  Medical   Psychology - concerned with mental well-being  of patients .

       5. Social Services  - connect patients with community

        resources(financial aid,etc.)

      6. Pharmacy - dispense medications

     7.   Dietary - maintain nutritionally sound diets for patients

      8.  Nursing - provide care for patients

      9.-Sports Medicine - provide rehabilitative services to           athletes .

Diagnostic Services

 Determines the  cause  (s) of illness or injury .

 Includes:

  1. Medical Laboratory - studies body tissues .
  2.  Medical Imaging - radiology, MRI, Ultra Sound
  3. Emergency Medicine -   provides  emergency diagnoses &        treatment

 Support Services

 Provides support for entire hospital

 Includes:

  1. Central Supply - orders, receives, stocks & distributes equipment & supplies .

       2. Biomedical Technology - design, build repair, medical equipment .

       3.Housekeeping & Maintenance - maintain safe, clean      environment

 4 Ways to Improve Support Service Delivery in Acute-Care Hospitals

It is no secret that hospital leaders are looking for creative ways to contain costs while improving performance outcomes in non-clinical support departments such as housekeeping, food services and patient transportation. It's also no secret that technology is revolutionizing healthcare and can be the linchpin in dramatically improving these desired outcomes. Yet there is a gap between this knowledge and actual results — all which boils down to the way in which hospitals apply it systematically.

Now that Medicare reimbursements are directly tied to both clinical outcomes and patient perception of service, it is more important than ever to maximize support service resources and ensure effective patient interaction. Below are four strategies for all support service disciplines that will affect immediate and meaningful change for any hospital, whether it's via technology or simply reshaping their processes and systems.

1. Leverage the "cloud"

Mobile, cloud-based technologies have advanced dramatically in the last several years, and are now being applied in support-services management. Hospitals and medical professionals have already begun to embrace the use of hand-held devices with regard to clinical care, and bringing this technology to support services can help to optimize communication and improve service delivery in the following ways:

  •  Smartphone’s and tablets can be utilized by EVS team members to improve cleaning quality assurance — as well HCAHPS outcomes and bed turnover times.
  • Food service team members can employ tablets with customized mobile apps to quickly and accurately process patient dietary requests and reduce costs associated with food waste.
  • Mobile apps can also improve patient transportation by leveraging a "crowd-sourcing" philosophy, which can increase overall efficiency per transport by significantly reducing the number of phone calls made to complete each transport, and in some cases, eliminate the need for a dispatcher all together.
  1. Increase department leaders' presence on hospital floors
    By automating paperwork via mobile, cloud-based technologies, leadership can significantly reduce time spent on office tasks, since routine reporting tasks can be performed and analyzed "on-the-go." This provides a greater opportunity for leaders to identify inefficiencies with regard to waste streams, linen usage, patient room turnover times, transport requests and patient meal delivery. After all, easily-rectified actions, such as improper disposal of non-regulated waste in red bags, poor separation of recyclable materials, incorrect patient meal orders, lags in patient room discharge cleaning, clinical staff members conducting patient transports and inefficient linen management can cost a hospital hundreds of thousands of dollars each year.  

    Armed with mobile, cloud-based technologies, support service leadership can spend more time coaching their team members, performing quality assurance checks, proactively communicating with hospital clinicians and personally engaging with each patient multiple times during their stay.
  2. Systematically educate and prepare front-line team members for patient interaction
    Aside from nursing, housekeepers, food service employees and patient transporters have more interaction with patients than any other hospital employees. Yet, they are often not prepared — nor trained — for that responsibility.  At hospitals achieving the highest rates of support service patient satisfaction, formal, carefully-designed systems are in place to educate these team members, review their performance and report outcomes.

    Providing foundational training — and holding front-line employees accountable to that training on a daily basis — is essential. This helps to ensure desired outcomes and demonstrates that department leaders are committed to the success of each team member. Fundamentally, a formal support service training program should include the following elements: 
  • A formal hospitality training program to establish key best practices for desired results inclusive of prescribed patient service techniques.
  • Daily documented patient-interaction rounding to observe how well team members utilize prescribed patient service techniques.
  • Clearly identifiable, up-to-date patient satisfaction results, by unit, posted in team member common areas 24/7.
  • Daily training huddles prior to each shift, designed to educate, publicly recognize outstanding team member performance and report departmental patient satisfaction scores .
  • Systematic, formal online developmental materials for ongoing education.
  1. Foster a culture of service

The team members most effective in their support service roles clearly understand their role in the healing process. They recognize and embrace their responsibilities in ensuring patient satisfaction, and they welcome the clearly defined expectations by which they are both held accountable and receive positive recognition. In "laying the groundwork" for a service-centric culture, one must establish several elements to ensure success: 

  • Define a process to recruit individuals who possess the desired qualities of a "service-focused" team member;
  • Implement a formal candidate "self-selection" process to ensure that each applicant fully understands departmental service expectations and "buys in" prior to applying; and
  • Develop a formal reward and recognition program that publically recognizes team members for performance that makes a difference in a patient's stay.

Developing systems to proactively recruit and hire the best people, reinforce key objectives through training and consistently reward team members for making a positive difference with their work will pave the way to greater patient satisfaction outcomes.

The goal: Outstanding support service results
Experience has proven that patient satisfaction outcomes are correlated to the way support service disciplines are managed. With properly-placed managers leading well-trained and properly-resourced teams, results improve, and when the appropriate systems are applied in conjunction with technology, exceptional outcomes become not only achievable, but predictable. 

Bobby Floyd is the chief operating officer of HHS, a firm that has been providing support service management solutions for healthcare facilities since 1975.

STUDY COMPILED BY:

 MUKESH KUMAR

CHAIRMAN   ,IT & ITes  SUB COMMITTEE 

BIHAR INDUSTRIES ASSOCIATION ( BIA)

E-MAIL : rgsspatna@gmail.com,   Mobile No. 9431074202

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MUKESH KUMAR, CHAIRMAN, IT SUB COMMITTEE, BIHAR INDUSTRIES ASSOCIATION (BIA)

A   CONCEPT   ABOUT e- LEARNING

 

Definition of 'E-learning'

 

A learning system based on formalized teaching but with the help of electronic resources is known as E-learning. While teaching can be based in or out of the classrooms, the use of computers and the Internet forms the major component of E-learning. E-learning can also be termed as a network enabled transfer of skills and knowledge, and the delivery of education is made to a large number of recipients at the same or different times. Earlier, it was not accepted wholeheartedly as it was assumed that this system lacked the human element required in learning.

However, with the rapid progress in technology and the advancement in learning systems, it is now embraced by the masses. The introduction of computers was the basis of this revolution and with the passage of time, as we get hooked to smart phones, tablets, etc, these devices now have an importance place in the classrooms for learning. Books are gradually getting replaced by electronic educational materials like optical discs or pen drives. Knowledge can also be shared via the Internet, which is accessible 24/7, anywhere, anytime.

7 Important Characteristics Of Modern Learners e - Learning Professionals Should Know

 

Modern learners are ambitious. They know how to navigate their way around the virtual terrain, and they thrive in online social environments. But what do we really know about modern learners? More importantly, what are the traits that we should consider when creating online courses for this generation? In this article, you will find 7 important characteristics of modern learners that e - Learning professionals should have in mind when designing e - Learning courses for them.

 Important Characteristics Of Modern Learners 

Every modern learner is unique. Each may come from a different cultural and educational background, but there are also common characteristics that they tend to share. Knowing these characteristics can give e - Learning professionals the opportunity to turn e - Learning courses into customized e - Learning experiences. In this article, I’ll present 7 important characteristics of modern learners e - Learning professionals should have in mind when designing e - Learning courses for that particular audience.

  1. Easily distracted.

Modern learners have a lot on their proverbial plates. They are thinking about any number of things at one given time, making it easy to get distracted when they are trying to complete an online course. As e - Learning professionals, this can present quite a challenge. However, we can get over this trait hurdle by creating e - Learning courses that engage right from the start and hold it all throughout. Ask compelling questions that make them reflect upon the topic. Tell an emotional story that pulls at their heart strings or gets them fascinated about the subject matter. Integrate image and videos that evoke specific feelings, as well as characters with whom they can relate.

 2. Social learners.


Without a doubt, modern learners are more social than any previous generation. They spend a good portion of their day on social media networks, catching up with friends and reaching out to business contacts. In fact, in many respects, social networking has taken the place of face-to-face communication. Modern learners are more likely to post on a Face book page or respond to a tweet than make a call. This means that e - Learning experiences must be collaborative and social. To cater to your modern learning audience, you have to include online group projects and social learning online experiences via project management platforms and social media sites to adapt to the way students will learn.

 3. Crave constant knowledge.

This generation of learners demands information anytime and anywhere. If they want to learn more about a topic, they simply hop on their mobile or tablets and find out everything they need to know to satisfy their curiosity. While previous generations had to venture to the nearest library to expand their knowledge, now knowledge is always at the modern learners’ fingertips. In terms of eLearning, we can quench this constant craving for knowledge by giving them supplemental e - Learning resources that they can explore on their own. We can provide them with tutorials, walkthroughs that help them in their “moment of need”.

 4. Always on-the-go.

Your e - Learning course must be mobile-friendly. Your learners aren’t going to have the time to sit at home on their PCs and complete online modules on a regular basis, which means that you have to give them learning wherever they are. You can achieve this by choosing a Learning Management System that features a responsive design and automatically detects the learner’s device and offers the optimal display. However, you must also ensure that you don’t overload your learners by presenting too much information at once. Make it easily digestible by offering short bursts of information on a regular basis, such as five minute modules that each covers a specific sub-topic.

 Though they thrive in social learning environments, modern learners are also fiercely independent. They aren’t afraid to set out on their own to find the knowledge they need to achieve their goals, even if that means devoting all of their free time to the endeavor. If they aren’t finding the information they are looking for in their online course, then they will simply look elsewhere. They also search for learning experiences that give them control over the process, such as being able to choose when they complete the online modules and the nature of the e - Learning activity. For example, some may gravitate toward multimedia-based online courses while others may prefer interactive scenarios. As a result, e - Learning pros must design e - Learning courses that are customized for each learner by doing thorough audience research and providing many different types of e - Learning activities.

 The simple truth is that we live in a busy world where nobody really has the time or patience to sit through a lengthy e - Learning course. However, modern learners are particularly impatient. They are so used to getting information at a moment’s notice that you have to grab their attention and manage time effectively, or you run the risk of disengaging them. They know that there is an abundance of information just waiting for them on the internet, so they won’t waste their time with an online course that doesn’t cater to their needs.

 One of the most prevalent traits of modern learners is that they are overworked and overwhelmed. Many carry out a wide variety of job responsibilities, making it difficult to balance their home life with their careers. This means that they don’t have a great deal of energy or effort to devote to e Learning. They are also overwhelmed by the abundance of information that is online today. Give them time to take it all in and look for signs that your learners are actually absorbing the key ideas and able to retain them for future use.

While some modern learners may possess atypical characteristics, many will share these core traits. However, it’s always wise to carry out a detailed learner analysis before designing the e - Learning course, just to ensure that the needs of every individual are being considered.

Interested in learning more about how to engage modern learners? Read the article 10 Ways To Shake Up Your Online Classes to really change your student’s thinking by changing the routine way of teaching.

What Is the Purpose of eLearning?

 .E-learning (also called electronic learning) is any type of learning that takes place through or with a computer. E-learning is primarily facilitated through the Internet but can also be accomplished with CD-ROMs and DVDs, streaming audio or video and other media. The purpose of e-learning is to allow people to learn for personal accomplishment or to earn a professional degree, without physically attending a traditional university or academic setting. E-learning can be applied for all levels of schooling from grade school to graduate degrees, and is versatile enough to accommodate all learning styles.

Types

There are a number of types of e-learning that depend on the amount of physical interaction. Entirely online e-learning occurs without any face-to face interaction. Course work and materials are distributed electronically through email, websites, online forums and/or CDs or DVD-ROMs. Combined learning uses a combination of Internet-directed instruction, as well as face-to-face interaction. Most traditional colleges and universities use combined learning as students learn in physical classrooms, with instruction augmented by online lessons. For those learning for personal accomplishment, e-learning can also use a combination of e-learning types, as they can be entirely self-directed, or they can use the assistance of an expert in their selected field.

Location

Because the only requirements for e-learning (in most cases) requires a computer with Internet access or a CD/DVD-ROM drive, e-learning students can learn from home, libraries, Internet cafes or any other location that has Internet access. This is why e-learning is a preferred option for those who work full time or part time and cannot afford to travel to a physical school. The ease of location with e-learning also makes it preferable to stay-at-home parents with young or special-needs children. E-learning can also save money in that e-learners do not have to pay for gas, vehicle repair or parking validation if they choose to remain at home while taking courses online. Ease of location is also beneficial to students who are home-schooled, as they can gain social interaction through online communications as well as educational materials.

Pace

Another benefit to e-learning is that it is self-directed, meaning that the e-learner sets the pace of her learning. Unlike traditional methods of education, e-learning allows a student to pace her educational needs with her comfort level. This is especially true when a person chooses to use e-learning for personal accomplishment. For those seeking a professional degree, there may be requirements and course work that must be completed by a certain time, but these deadlines are usually more flexible than the requirements made at traditional learning institutions.

Drawbacks

The most controversial aspect of e-learning is for those who are seeking professional degrees. Some online learning institutions may not meet the academic standards set forth by private accreditation organizations. Accreditation standards are used to confirm a learning institution’s academic quality. This does not mean that an online institution that is not accredited has poor academic quality, but it can cause problems when an e-learner seeks to transfer credits from an online institution to a traditional educational facility. Another drawback to e-learning is that it can be difficult for individuals who are not primarily self-motivated. While self-directed learning has been appropriately praised for its versatility, it can be a trap for those who need the external motivations physical classrooms and instructors can provide.

Cost

E-learning has also been praised as a lower-cost option for those seeking additional education. Costs for individual classes and learning institutions vary depending on location, degree or type of program, and area of study. Online universities generally charge the same way traditional universities do, by charging per credit hour. But also like traditional universities, scholarships, grants, and student loans are available as well.

Building An Ongoing Learning Culture At Discovery

"Looop helps us to deliver everyday learning content to targeted audiences through an easy-to-use mobile-friendly platform. Looop is a key part of our future learning strategy".

 

How To Build An Ongoing Learning Culture—Discovery’s Challenge

This is what Jennifer Wrigley, the Learning and Development Manager in Discovery Communications has stated when asked about Looop. So, let's take a look at what Discovery's challenge was:

Engaging Learners with Fresh, Easy-To-Access Content

Home to more than 50 beloved network entertainment brands, reaching over 480 million viewers worldwide, Discovery Communications delivers some of the most captivating content on the air.

The company’s teams and assets have grown rapidly over the years, and staying agile has been critical to their continued success. But as Learning and Development Manager Jennifer Wrigley has experienced firsthand, keeping learning current for thousands of geographically dispersed employees is no easy task:

"We are a massively changing and growing company operating in really diverse markets. Learning and Development is important, but it’s difficult to do consistently and well across all those markets.

An internal audit highlighted that the company’s existing Learning Management System wasn’t meeting the needs. In particular, online learning engagement rates were low, and although Discovery’s LMS had thousands of resources available, learners found it difficult at times to surface the information they needed:

"Users were accessing the LMS once or twice a year. That’s not really learning, that’s just a reference tool. There is a lot of content on the LMS, but it’s hard to find what you need. For example, when there are 20 different articles on ‘How to be a Great Coach’, most people don’t know where to start".

Discovery also needed a means of keeping content current and relevant for international learners:

"On the LMS, some of the content is quite old, it’s not Discovery-specific and is Americanized in style, which isn’t as suitable for our diverse international audience".

As a result, the learning experience was a far cry from the engaging content Discovery brings excited viewers every day.

"We’re a media company. We need learning that looks good, works smoothly, and is fun and interesting".

Jennifer and her team needed to find a way to bring relevant content to learners on demand, anytime, anywhere—without rifling through a large database to find it.

Solutions

Targeted Resources And A Simple, Searchable System

Upon finding Looop, Jennifer was immediately drawn to their fresh, learner-focused approach. Her initial conversations with Looop’s team were also very encouraging:

"Looop was very keen to support us. David (Looop’s Chief Learning Strategist) is the ex-Director of Learning, Talent, and OD at Disney, so he gets it. He understands the challenges, and everything in terms of learning, development, and people making time for it".

Jennifer decided to use Discovery’s Global Mentorship Program as a pilot project:

"Once a year people apply to the program, and we match them with a mentor for 6 months. We thought this would be an ideal format to test Looop’s platform and approach to learning".

First, Jennifer worked with Looop to create relevant, targeted content for this unique set of learners, and was surprised at how involved Looop’s people were willing to be:

"We created our own content and combined this with external content to try and inspire both mentors and mantes, David even helped us with filming and editing our employees to create short videos for our learners. These videos were just filmed on an iPhone—we kept it really simple—but they are very engaging and effective".

To help users get plugged into Looop and excited about the system, an email campaign was created to promote specific resources.

After a few weeks, engagement had already surpassed Jennifer’s expectations:

"We found that the majority of our learners were exploring more content within Looop, not just the resources we promoted. Users were writing comments and creating conversations inside the platform—something we’d never had before".

Throughout the Global Mentorship Program, Jennifer appreciated how Loop’s team remained involved, interested, and responsive:

"Looop really cares about their product and their clients. They will spend time with me, helping me make resources more engaging and relevant. They listen to our feedback and implement our requests. They’re really invested in our relationship and us being successful".

Results

Increased Engagement, Decreased Cost, And Inspired Learners

It quickly became clear that Looop attained much higher levels of engagement than the previous LMS:

"Within a month, over 45% of our users had already accessed the system and the majority were accessing our learning content multiple times and reading multiple articles".

For the first time, learners were proactively accessing content not only because they needed to, but because they wanted to:

"We got feedback that those using it really enjoyed it. People told us that Looop was a huge improvement from the previous site, that it was easy to use and that the content was relevant".

Better yet, now that the content is tailored and relevant, learners are actively contributing and taking ownership over their own development:

"In the feedback, learners have even told us which content they wished they had, and we’ve been able to turn around and create it for them".

Looop also had a positive impact on Discovery’s bottom line:

"Looop is much cheaper than our old solution. With the old LMS we were paying for content that nobody wanted. But with Looop, we’re paying for resources people want and actually use, so it’s the right investment".

On the strength of the mentorship program’s success, Jennifer and her team are now creating tailored learning content for other groups within the company:

"We now have several other programs on the go for groups like people managers and our director".

As for the future, Jennifer is excited about the way her team is transforming Discovery’s learning culture into a learner-focused, everyday experience:

"We’ve taken steps forward on our journey to help people see that learning isn’t just about workshops, but that you can learn through your phone everyday by finding relevant content, articles, videos, and tips".

Jennifer is confident she’s found the right tool—and the right people—to come along for the journey:

"Looop is targeted learning that’s easy to access in an engaging format. It’s mobile friendly, it’s modern, and completely customisable by you".

Find out how Looop can help your business to achieve exceptional results through Learning and Development by speaking with our team of experts.

 

Machine Learning And Artificial Intelligence: The Future Of eLearning

 

That does the future hold for predictive analytics and iterative automation in eLearning? In this article, I’ll discuss the many advantages of Machine Learning and Artificial Intelligence. I’ll also explore how these tech-cetered strategies will transform the e - Learning industry as we know it.

 

 

The Role Of Machine Learning And Artificial Intelligence In The Future Of eLearning

It’s an exciting time in the world of eLearning. Technology is constantly evolving and adapting to boost everyday efficiency and make our lives easier. Modern tools give us the power to connect from around the globe and bridge gaps as soon as they appear. One such advancement is the rise of Machine Learning and Artificial Intelligence. Namely, their role in the future of eLearning. Predictions, algorithms, and analytics come together to create more personalized e - Learning experiences. But how exactly will Machine Learning and Artificial intelligence (AI) transform the e - Learning landscape in years to come? And how can you start preparing for monumental changes today?

What Is Machine Learning And Artificial Intelligence (AI)?

Before we dive into the forecast of Machine Learning and Artificial Intelligence (AI) in eLearning, let’s cover the basics of these tech-based approaches. First things first: Machine Learning is a sub-division of Artificial Intelligence. It involves algorithms that predict possible outcomes based on user data. The system identifies certain patterns and trends, then learns from the data in order to provide greater personalization. Every piece of new information that the program receives makes it more intuitive. The entire process takes place autonomously, from extracting and evaluating the data sets from the LMS to predicting what online learners need based on their past performance.

Today, there are two different types of Machine Learning frameworks: proprietary and open source. Both fall into the category of deep learning software. There are also various tools or hardware involved, ranging from tensor processing units developed by Google to vision processors that enable machine vision operations. In addition, you can already find a vast assortment of Machine Learning libraries, complete with algorithms that support specific programming languages

Machine Learning Classifications

Machine Learning includes algorithms that allow the system to predict future outcomes and detected patterns based on specific user data. Here are the 3 common algorithm classifications that are used in Machine Learning:

1. Supervised

The system uses past examples and new data sets to predict the outcomes. In this instance, the programmer must provide the system with inputs and outputs in order to train the software. Over time, the system can automatically construct outputs or targets for new data sets.

2. Unsupervised

Does not involve any labels or data classifications. The system evaluates data in order to identify patterns and make inferences or predictions. It’s not a matter of mapping the input to an output, but detecting more obscure trends or insights in the data set.  There is also a sub-set category known as “semi-supervised”, which combines unlabeled data and human-based training. For example, the programmer provides the system with labeled online resources in order to map out certain inputs and outputs with greater accuracy.

3. Reinforcement

This Machine Learning category includes a specific task or goal that the system must complete. Throughout the process, it receives feedback in order to learn the desired behaviors. For example, the system encounters an error while performing the action or a reward for achieving the most favorable outcome. Thus, the program is able to learn the most effective approach via “reinforcement signals”.

The Benefits Of Machine Learning And Artificial Intelligence (AI) In eLearning

There are a variety of benefits that Machine Learning and Artificial Intelligence (AI) can offer online learners of the future, as well as organizations who invest in modern LMS platforms that feature intuitive algorithms and automated delivery of e - Learning content. Here are just a few of the most notable advantages:

1. More Personalized e - Learning Content

Machine learning algorithms predict outcomes, which allow you to provide specific e - Learning content based on past performance and individual learning goals. For example, an online learner’s history reveals that they prefer tactile e - Learning activities. Thus, the system automatically adjusts their e - Learning course map to include more serious games and e - Learning simulations that are kinesthetic by nature. Likewise, online learners who exhibit a particular skill gap will receive targeted recommendations that build related talents and abilities. Thus, they are able to gradually gather the building blocks that the skill set requires. The system also delivers the e - Learning content in a more personalized format. For instance, it may skip several e - Learning modules for more advanced online learners or take a more comprehensive, linear approach for those who still lack basic knowledge.

2. Better Resource Allocation

There are actually two benefits relating to resource allocation. The first is that online learners receive the exact online resources they require to fill gaps and achieve their learning goals. In the corporate sector, this equates to less seat time and training payroll hours. Employees get the information they need more rapidly, as every online training resource is custom-tailored to their personal objectives. The second benefit is better resource allocation for your L&D team. They can spend less time analyzing graphs and LMS metrics, and more time developing powerful e - Learning content. The system takes care of the Big Data and allows your L&D team to spend their time and energy elsewhere.

3. Automate The Scheduling And Content Delivery Process

Many Machine Learning tasks involve behind the scenes work that are tedious and time-consuming, but crucial nonetheless. For example, scheduling coursework for online learners or delivering online resources based on their e - Learning assessment results or simulation performance. Artificial Intelligence (AI) may be able to take over these operations in the near future, making it possible to automatically generate unique e - Learning course maps for every online learner who enrolls in your e - Learning course. They can also readjust their e - Learning course immediately whenever the need arises.

4. Improve e - Learning ROI

Less online training time and greater personalization translates into a broader profit margin. You spend less on online training without sacrificing the desired outcomes thanks to predictive analytics and AI-equipped software that can track and forecast every move on an online learner. This also gives you the power to deploy your online training resources where and when they’re required. For example, more effective data gleaned from Machine Learning algorithms reveals hidden online training gaps. In response, you can funnel online training resources to address the inefficiencies and omit other areas of the online training program that are no longer relevant, instead of devoting online training resources to maintaining assets that aren’t resonating with online learners or supporting current objectives.

5. Improve Learner Motivation

Online learners receive an individualized experience instead of a generic e - Learning course that touches on irrelevant topics. Therefore, they don’t have to dedicate as much time to the online training process, but still accomplish their goals and build vital skills. This gives them the added motivation they need to engage with the e - Learning content and reach their potential. They are also able to go at their own pace and participate in e - Learning activities that resonate with them. The Machine Learning systems of the future can be likened to a private virtual tutor, offering them the coursework they need just when they need it.

6. Create More Effective Online Training Programs

These benefits result in more effective online training programs that take all factors into consideration, instead of only acting on one piece of criteria. For example, online assessment results or survey findings. The Machine Learning system offers a comprehensive overview of Big Data and uses it to predict the outcome. Therefore, you can intervene before it’s too late and offer every corporate learner new personalized online training opportunities. You can even use AI to make peer-to-peer interactions more productive. For instance, match mentors to online learners who can benefit from their specific skills or past experiences.

How Machine Learning And Artificial Intelligence Are Transforming The e - Learning Landscape

What if you could create e - Learning content and then let the system take care of the more tedious tasks, such as reviewing charts and statistics to detect hidden patterns? What if you could provide immediate personalized e - Learning feedback and steer online learners in the right direction without any human intervention? Machine Learning and Artificial Intelligence have the potential to automate the behind-the-scenes work that requires a significant amount of time and resources. In the future, AI can help you develop and deploy more meaningful e - Learning experiences that bridge undisclosed gaps.

The system will be able to predict every eventuality and desired outcome in a matter of seconds. Then deliver e - Learning content that caters to online learners’ individual needs, preferences, goals, and areas for improvement. It takes intuitive e - Learning design to a whole new level, as the system knows what an online learner requires even before they do. As such, you have the power to custom-tailor every aspect of the e - Learning program based on an online learner’s past performance, job description, and learning preferences.

4 Tips To Prepare For The Machine Learning Revolution

A complete Terminator-esque AI takeover is still a ways off. However, you can start preparing for Machine Learning integration today with these simple tips:

1. Research Available Tech Tools

A good place to start is to researching current LMS platforms and e - Learning tech tools to get a sense of modern Machine Learning integrations. For example, some e - Learning software already has algorithms and automation features built in. You can also evaluate the LMS your organization is using to gauge its tech limitations. Then look for add-ons or third-party software that can help you optimize its efficiency. Consider attending trade shows or conferences to get the latest scoop on Machine Learning tools and applications.

2. Collect Current Big Data

You don’t want to wait to collect data until Machine Learning and Artificial Intelligence becomes a full-fledged reality. In fact, you should already be collecting Big Data from all available sources, even if you aren’t currently using it in your online training strategy. There’s no way to tell which data will be useful when it’s time to incorporate algorithms and predictive analytics. Machine Learning systems require the complete picture, not just a snapshot of the last few days or weeks. Compile and organize data from your LMS, website, and social media pages, in addition to survey results and on-the-job observations. Store it safely for later use after you’ve identified the patterns and trends that are relevant for today’s online training content.

3. Be Realistic About Machine Learning’s Role In Your Online Training Strategy

It’s important to bear in mind that Machine Learning isn’t going to be the ultimate solution. Though it will probably be a powerful tool to maximize the power of Big Data, some degree of human interaction will still be required. At least until the robots fully takeover and we’re all able to ride off into the sunset in our flying cars. You should be realistic about how much will actually be automated by the system and the role that AI will play in your online training strategy. Identify your objectives and evaluate the current tasks your employees perform in order to maintain the system and evaluate data sets. Then figure out which operations can be managed by Machine Learning algorithms in the future.

4. Develop A Game Plan To Get A Head Start

It’s nearly impossible to create an exact timeline for when you’ll fully incorporate Machine Learning into your online training strategy. However, you can develop a rough game plan to stay one step ahead. For example, create an outline of the desired outcomes in order to identify Machine Learning applications in your organization, such as how it will help you reduce employee turnover or manage HR operations more effectively. You might also consider taking some courses in programming or Machine Learning algorithms, or reach out to experts in the field who can offer their assistance when the time comes.

Machine Learning and Artificial Intelligence are sure to play a prominent role in the future of eLearning. Especially given the numerous benefits they can bring to individual online learners and organizations. The secret is to stay one step ahead of the tech trends and evaluate your current e - Learning strategy to forecast AI applications. How can Machine Learning help you deliver learner-centered e - Learning content and streamline the data analysis process? What can you do to make way for the rise of Machine Learning and benefit from Big Data now?

There’s still some time before Machine Learning and Artificial Intelligence take over the analytics process entirely. Read the article 5 Types Of Big Data To Extract From Your LMS And How To Use It to discover the types of Big Data you can extract from your LMS today, and how to put it to good use to improve your e - Learning course design.

Machine Learning

A great selection of e - Learning articles for Machine Learning. Information, benefits, disadvantages, technologies and valuable resources for Machine Learning. Find out everything you need about Machine Learning into e - Learning Industry database.

 

 Augmented Reality In Aviation: Changing The Face Of The Sector Through Training And Simulated Experience

 

The successful adoption of Augmented Reality (AR) has come a long way the past few years, particularly as the global economy has grappled and the need to improve operational efficiency and safety training has increased.

 

Artificial Intelligence: Preparing Today For An Efficient Workforce Of Tomorrow

 

AI Chat bots In e-Learning: Trends Embracing Across Digital Landscape

  

How To Forecast, Identify And Incorporate 7 SQL Trends In 2018

 

Machine Learning Applications In Corporate eLearning

 

 

How ‘Deep’ Is Deep Learning?

 

Machine Learning And Artificial Intelligence: The Future Of eLearning

 

Survey Results - Impact Of AI/Machine Learning On Workforce Capability

 

 

Machine Learning Process And Scenarios

 

 ntroduction To Machine Learning

We’ll try to answer all the basic questions related to machine learning in this and the following articles; know what it is and what could be achieved with it.

 

This Is How Artificial Intelligence Will Shape e - Learning For Good


 
Artificial Intelligence (AI) promises to impact our future and shape its development in many ways. But what is AI, how is it different from Machine Learning and, more importantly, how Artificial Intelligence will shape eLearning?

How Artificial Intelligence Will Shape eLearning?

In an age where everything is changing –and changing fast– it’s easy to forget how much we’ve progressed. While we may not have floating cars or robotic teachers, we are on the brink of some very exciting and dramatic developments across all industries. As one of the principal drivers of progression, it’s no surprise that learning –and education in general– has been a focus of technological advances. While e - Learning is not a new concept, its popularity is increasing, especially as technology becomes more affordable. A big barrier for e - Learning is the cost of developing content. According to a survey conducted by Chapman Alliance, developing one hour of e - Learning content can take anything from 49 to 125 hours. In comparison to the 22 to 82 hours that it takes for instructor-led training (ILT), it is easy to see how the costs stack up. Even though e - Learning wins in the long run due to its scalability, it can still pose a barrier to companies that can’t afford the initial investment. Developing ways to repurpose existing content can mitigate the expense of content development, and recent advances in Artificial Intelligence (AI) could be the silver bullet that’s needed. Here is how Artificial Intelligence will shape e - Learning in the future.

Artificial Intelligence Doesn’t Equal Machine Learning

There is quite a lot of confusion about the difference between AI and machine learning. While many big companies use them interchangeably, they are not the same thing. Related, sure, but different.

Google defines AI as “the theory and development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages”.

Think of it like this: If a computer gathers information about birds and refines it over time, it would be considered machine learning. If that computer then categorized those birds based on that information, it could be said that the computer used AI in order to achieve that task. That is, the computer used AI to categorize the birds based on the refined information that it gathered during machine learning. Machine learning is to Artificial Intelligence what books are to education.

Machine learning is a system where a computer can learn without being explicitly programmed – it has dynamic parameters whereas, up until a couple of years ago, the sum total of AI was a set of static parameters cleverly pre-programmed by a developer.

Machine learning can be separated into 3 categories:

1. Supervised Learning.

Machines are given data that is well-labeled and tagged with the correct answer. They’ll process it and once training is complete, apply it to unseen data. Accuracy is directly proportional to the size of the data set.

Example: Labeled data about birds, where the machine gathers information about each avian individual.

2. Unsupervised Learning.

Machines are given specific data (that is, in a particular category) but it isn’t labeled.

Example: Data about birds, but no additional information.

3. Reinforcement Learning.

Machines are given unlabeled data that is graded after processing. This means that the computer is told how accurate the output is, so it can reinforce the decisions it made along the way. This method requires many data sets in order to become accurate.

Example: A game of chess. The machine has no preprogrammed moves (apart from the game rules) but the output is graded, so it knows whether it won or lost. If it won, it can then go and reinforce the decisions it made.

Deep Learning And Artificial Neural Networks Explained

As we progress in the field of AI, new techniques are being developed to improve the effectiveness of machine learning, constantly pushing us towards true autonomy. One such technique is an Artificial Neural Network. This is quite a popular method as it has opened the door to deep learning as well as making the applications of AI far-reaching and meaningful.

An Artificial Neural Network is a technique applied to machine learning. It’s composed of a network of nodes or neurons, loosely resembling the human brain and neural system.

Data is sent to the input layer (A) which manipulates data and then passes it on to the second layer (B & C). These nodes then further manipulate the data and pass it on to the output layer (D).

Each node manipulates the data based on weights that are adjusted through training processes.

On the other hand, deep learning  is more intricate as it consists of multiple hidden layers and produces a far more complex network called a “deep neural network”. This is where AI starts getting very interesting. Deep learning is the jump from telling computers what to do to giving them examples of what to do and letting them figure out how to apply it to other situations; the jump from predefined steps to predefined models.

Deep Learning has pushed the field of AI forward recently, producing incredible results in areas like speech and image recognition. Where most machine learning methodologies try to model the world, deep learning attempts to model the human brain in order to create and maintain its own representations of the world.

What Classification Could mean For e-Learning

One area that is being vastly improved by deep learning is classification. Training a machine to be able to recognize data and classify it accurately has multiple useful applications: Image categorization, translation, and caption generation to name a few. Classification is particularly beneficial for eLearning. Using machines to help classify and organize content, would greatly reduce the cost of content development.

Classifying information accurately in terms of subject matter is extremely beneficial as it minimizes the resources needed to repurpose content. However, without automation, it can be an extremely tedious and time-consuming task.

Deep learning promises to solve this challenge. More importantly, however, it has the potential to improve classification and instructional design altogether. Identifying related concepts across subjects is powerful and would not only reduce the resources required to repurpose content, but also allow machines to produce new content in subjects that are not initially developed.

For example, while subjects like Physics and Optometry are completely different subjects, there are concepts within the material that would overlap – light for example. Sifting through all of the content in each subject to identify related concepts would take many man hours and subject knowledge, yet with deep learning, machines have the potential to perform that task quickly and efficiently.

Suddenly, thanks to machine learning and classification in particular, the applications of AI in e - Learning become extremely tangible and have the potential to reduce the cost of content development drastically.

Applying Adaptive Learning Environments

The application of AI to e - Learning content is not just a cost-saving solution; it also opens up a whole new way of looking at learning itself.

People learn in different ways and at different paces, so one of the major challenges in classrooms is maintaining a balance between engaging the quicker learners and accommodating the slower ones. In this type of situation, adaptive learning environments can allow for a completely individualized pace.

This includes environments that can accommodate individual learning styles and can run in parallel to each other. Thus, creating a far more effective learning environment, and increasing the chances of a group of individuals assimilating information accurately over a set period of time.

Apart from the quality of learning, AI presents an extremely valuable solution for training in industries with a high rate of dynamism. Companies that need to update their course material on a continuous basis will benefit from adaptive learning environments once machines have the ability to accurately predict how course material needs to improve and change.

Intelligent learning environments can also analyze data across all personalized training instances, to recommend improvements and highlight inefficiencies that would not be possible otherwise. Of course, there is the benefit of using AI for translating content into other languages - this alone could save industries millions every year.

Once a machine has developed the ability to create new content, personalization of learning will exponentially improve. Adaptive learning technologies would give rise to completely personalized environments with content that not only changes but are actually created based on the individual needs of the learner. So, as you can see this technological advancement would vastly improve the quality of education that the learner receives in various ways.

Ethical Implications Of Artificial Intelligence

One point of contention with deep learning, and AI in general, is that of responsibility. With traditional training environments, the trainer is responsible for the information being relayed to learners and assumes the responsibility to ensure that it is accurate. If not, they are liable.

However, with AI the creators of the algorithms are not the creators of the content their algorithms produce. This presents a massive problem if something goes wrong; machines cannot be held accountable in the same way that humans can.

That being said, in a discussion at the Disrupt London tech conference, Google’s DeepMind CEO, Mustafa Suleyman, spoke about the responsibility designers and technologists have to think consciously when building these systems. He mentioned that the creators could unwillingly introduce their biases into the systems being built – without realizing it.

In March Microsoft released a Twitter chatbot as an experiment. It learned as people tweeted to it. In less than 24 hours, it went from tweets like “humans are cool” to “Hitler was right” showing the impact that our own flaws can have with AI systems.

Holding the creators of algorithms liable is not technically fair though. The systems learn from the data being processed, not from the algorithms themselves. And in verticals where safety and compliance is non-negotiable, such as a learning environment, this could present a radical problem.

It is up to the people managing the AI systems to ensure that the data being processed is fair and accurate. Just like a teacher’s responsibility to teach with accurate material.

The benefits of deep learning and its application to e - Learning are undeniable. Both the quality of learning as well as the cost of it is bound to be disrupted at a fundamental level. But there are potential consequences that are difficult to predict, and therefore to address.

Improvements in learning and information transferal are exponentially improving human progression, and like our predecessors, we need to take risks for the sake of our future.

17 Essential Steps In The Software Upgrade Process

 

Many organizations are facing upgrades to their learning management software as a result of GDP Regulations. This article outlines the most important steps and considerations in the upgrade process.

 

Software Upgrade Process: 17 Steps To Follow

With the General Data Protection Regulations (GDPR) coming into force across EU countries on 25 May 2018, many software suppliers are releasing system updates in order to comply with these requirements.

The complexity, time, cost, and resources required to upgrade your software will depend on a variety of factors including whether your site has been customized—either via plugins, with changes to the core system, or by an integration with another system.

There are, however, a set of steps and considerations an organization would typically undertake to perform a successful LMS upgrade.

1. Identify and Engage Your Stakeholders

Remember to include both internal and external stakeholders. End users, trainers, content developers, administrators, support and hosting teams, QA and testing teams, system owners, external suppliers, and service partners. Work out how each group interacts with the system, how an upgrade will affect them, and what level of ongoing engagement they might require.

2. Undertake Change Control Planning

Besides the technical work involved in upgrading your system, effective change control will probably be the biggest challenge surrounding a software upgrade. Keeping the balance between adequate communication and consultation, and overwhelming stakeholders with detail can be difficult. Consider assigning a dedicated Change Control Manager to the process and include developing a communication plan and (at a minimum) a high-level project plan as deliverables for that role.

3. Perform A Site Review

Performing a site review involves taking a stock take of any and all customizations within the site. Identify all bespoke developments and dig out the specifications and other relevant documentation relating to this work. Assess each development for upgrade or reimplementation. Is this customization in the core system or has it been developed as a plugin? Is this feature (or something very similar) now available in the new software version? Is the current development or the business need for this feature still applicable? Is your software integrated with any other systems or applications?

4. Establish Upgrade Requirements

Based on your site review, do you need to re-develop customizations and integrations or upgrade bespoke plugins? Do you need to make allowance for historical data from those customizations? Can you upgrade to the latest version of the software from your current version or do you need to upgrade to a more recent version first? Check the technical specifications of the new software—do you need to upgrade, install, or purchase anything as part of the upgrade? Do you also need (or want) to upgrade your theme/design or will it work on the upgraded version?

5. Make An Upgrade Plan

Who will perform the upgrade? What needs to be upgraded? What needs to be redeveloped? Does anything need to be newly developed? How will the upgrade be performed? Is there any guidance on the upgrade from the software supplier? What time, people, resources, and budget do you need to apply to the upgrade process?

6. Make A Roll-Out Plan

When will the upgrade be performed? Will there be an outage? How long will it be? What sort of message needs to go out to stakeholders? What will be the implementation process? What is your rollback plan?

7. Backup Everything

Store that backup somewhere very safe and secure. Backup again, and store that file somewhere else safe and secure.

8. Run A Trial Upgrade

The best way to know if any issues will crop up during the upgrade is to try upgrading a copy of the live site. It will identify any code and/or database conflicts and where further work will be required. It’s important to allow plenty of time for this step and to engage with relevant stakeholders.

9. Upgrade A Staging Site

Once the technical aspect of the upgrade has been completed and any issues resolved, it’s time to upgrade a copy of the live site to a staging or testing environment. Remember to switch off any email processes so users aren’t messaged as part of any testing and make sure the staging site is only available to permitted users.

10. Perform Testing

This includes functional, non-functional and technical testing, quality assurance, data integrity, security, performance, and theme/design testing including browser, and device testing. Vital to the testing process is a shared mechanism for capturing and tracking issues. Issues should be described in detail, have a unique identifier for tracking purposes, have a current status, and be allocated to someone until fully resolved. It is also important to allow time for, and manage expectations around, user acceptance testing. While an upgraded system might be functional, it might not fulfill all of the business requirements it was implemented to address.

11. Undertake Configuration

With your freshly upgraded staging site now deployed, tested and issues resolved, site administrators will need some time to ensure any new features and functionality introduced by the updates are configured correctly. This might involve turning on or off features or updating settings to best accommodate your users.

12. Prepare Documentation

Preparing help files or user manuals, as well as technical documentation detailing any custom developments or deployment requirements is vital to the success of your current upgrade as well as any future upgrades. Leverage any documentation provided by the software supplier or your technology vendor and highlight the differences between versions to emphasize important changes in the new release.

13. Provide Training

Training the right people at the right time not only requires adequate training resources but adequate planning. Trainers and the trainees need to be available at the same time, in a suitable space. The amount of training, the type of training, and the length of training will depend on the end-user facing functionality and feature changes within your upgraded software. For some helpful hints on selecting a training provider.

14. Prepare Your Infrastructure

If your upgrade introduces a number of significant changes or you are timing the software upgrade with a re-release of the system, you will need to ensure your hosting setup will be able to cope with an increase in access and usage—if only for a short period of time.

15. Go Live

You have a few options around your go-live including a complete switchover or running the old system and updated system in parallel for a period of time. Refer back to your rollout plan to make sure everyone knows their role and responsibilities for the release.

16. Offer Support

There will probably be an initial demand on support resources after an upgrade has been released as users become acquainted with the new system. Changes to ongoing support might be required as a result of new system features and functionality or changes to processes and policies. Ensure the support team has enough documentation, training, and coverage to meet demand going into the upgrade release. For some helpful hints on selecting a supporting vendor.

17. Perform An Upgrade Review

It is important to review the upgrade project in retrospect to identify what worked well and where improvements can be made for the next time an upgrade is required.

 

2018 Web Design Trends For Better User Experience

 

2017 was mostly about web animations, design sprints, conversational interfaces, micro-interactions, bespoke illustrations, and chat bots. But many trends like floating navigation menus, inventive use of colors, bold typography, biometric authentication, etc. are emerging into the list this year. In this article, I am going to discuss some key features that ensure better User Experience in 2018.

Follow These 2018 Web Design Trends For A Better User Experience

Cohesive experiences were predicted in 2017 and became a necessity soon. Many other web design trends originated several months ago and are now improving and penetrating the mainstream.

In today’s creative and advanced World Wide Web, users expect innovative and sophisticated designs.  The pioneering UX consultancy ‘Clear left’ co-founder, Andy Budd thinks the subtle shift to digital service design from UX design that is going to grow. And as a result, we are going to experience more innovations in the field of digital design this year.

So, according to the future predictions of leading designers and strategists, web designing is evolving every single day with distinct developments. It is necessary for us to aware of and stays ahead of the curve. Let's have a look at the following:

1. Creative Layouts

The release of CSS Grid in 2017 is a milestone in web design. With this, the designers will have a level of control over the rendering of elements on a webpage for the first time. Over the past 20 years, the evolution and maturation of CSS allow the users to use the properties like feature queries and enables to present a different design based on the specific features of particular user browser supports. Nearly 80% of people accessing the web use a browser that supports CSS Grid. Other specific-layout properties like CSS Shapes, Flex box, and Writing-mode also become even more popular. Users wish to see more creative and productive layouts that utilize concepts of Graphic Design including vertical whitespace and overlap, yet still dynamically feasible layout on older browsers.

2. Variable Fonts

Variable fonts enable the possibility to tailor the width of the character for various screen sizes and languages, to provide better text grade adjustment both foreground and background contrast.
Better line length for users with low-light scenarios and with optical character size represented at smaller sizes for better usability.

3. Artificial Intelligence

Voice User Interfaces and chat bots (conversational UIs) were trending in 2017. Many of these interfaces aren’t driven by Artificial Intelligence (AI). There are a lot of articles, case studies, and talks on the intersection between AI and UX design, and are the most notable intersection in the field of robotics and finally, the UI is headless. An expert AI bot is not entirely feasible and exists distinct milestones ahead. It is an agent-assisted one follows a viable approach. It can handle all kinds of user requests to a greater extent that the user cannot identify whether they are talking to a human or not. It tries to fulfill the claims of the users, and in case it doesn’t know how to handle that, a human has to take over. These chat bots which are powered by AI not only replace a human being—but for the need to sleep—, but they are also time-saving, plus they offer solutions. With all these benefits, they stood, and still do stand at the top in the world of web design.

4. Ethical Designs

Inclusive and sustainable designs indicate broader design movements. The ethics are becoming more and more critical and are often designed to interrupt, encourage digital addiction, and distract quite dramatic consequences. The field experts to foster the adoption of web designing have created a framework called Ethical Design. This conceptual framework allows designers and their teams to develop systems, products, and services that do not harm human situations. They extend to the users and other living things in the way that is involved in the lifecycle of the system, product, and service.

5. Brand Experience

A website is the first medium of a brand to interact with the customer and is an extension of the brand to attract customers. Implementing new trends is an excellent source for creating inspiration and for generating a fresh experience and best ways to connect with the customers. Developing a website seamless brand experience of a website consumes a lot of time. A compelling web brand experience must include uniform narrative and well-targeted woven across each customer touch point. There is no sure-shot strategy to building and communicating a brand experience for better success rates. Understanding and using a transparent process helps him to develop an immense amount of clarity and direction.

6. The Power Of Storytelling

The primary way to absorb, store, manage, access, and communicate information as well as to connect with others is through stories. It is a fact that our brains respond to content just by looking for the story that perfectly explains the situation and helps to create mental models, narratives, and cognitive maps. For any website and digital media, storytelling isn’t about only content and can be delivered on multiple levels to communicate efficiently. This must be leveraging all web designing aspects and blend them carefully into a beautifully recounted comprehensive package.

Conclusion

The crucial thing to consider is that advanced web design not only focused on websites but accessed on desktop or mobile. The web designers have to see on a broader angle and make decisions by following the evolving trends. The techniques should be applied based on how they affect the brand experience on he whole.

 

Each observation was taken at a time to re adjust the weights. Same way we will make predictions for the future data points.

If you like what you just read & want to continue your analytics learning\

Signal Processing and Machine Learning Techniques for Sensor Data Analytics

An increasing number of applications require the joint use of signal processing and machine learning techniques on time series and sensor data. MATLAB can accelerate the development of data analytics and sensor processing systems by providing a full range of modeling and design capabilities within a single environment.
In this webinar we present an example of a classification system able to identify the physical activity that a human subject is engaged in, solely based on the accelerometer signals generated by his or her Smartphone.

We introduce common signal processing methods in MATLAB (including digital filtering and frequency-domain analysis) that help extract decrypting features from raw waveforms, and we show how parallel computing can accelerate the processing of large datasets. We then discuss how to explore and test different classification algorithms (such as decision trees, support vector machines, or neural networks) both programmatically and interactively.

Finally, we demonstrate the use of automatic C/C++ code generation from MATLAB to deploy a streaming classification algorithm for embedded sensor analytics.

Product Focus

      E - LEARNING TRENDS

The Future Of Artificial Intelligence In e - Learning Systems

 

.Artificial Intelligence (AI) is about designing intelligent software that can analyze its environment and make intelligent choices. Here are some thoughts on the future of Artificial Intelligence in eLearning.

 

 

Arrtificial Intelligence In e - Learning

Futurists envision a doomsday scenario where robots rise up against us. But Artificial Intelligence and robots are not the same thing, and Artificial Intelligence software has quietly crept into many facets of our lives. Artificial Intelligence is used in computer games and in the software that helps us parallel park. Artificial Intelligence is about designing intelligent software that can analyze its environment and make intelligent choices for online learning. But what exactly could be the future of Artificial Intelligence in eLearning?

Analysis And Data

Imagine what's involved in making chess programs that can defeat a grandmaster, and you see what Artificial Intelligence is capable of; making data-driven analysis and decisions faster than a human can. Artificial Intelligence is already making a big impact on medicine and transportation, and is about to play a major role in education.

Cute little robots are already available that can use wi-fi technology to scour the internet and tutor your children. But these technologies can also be used to educate adults. Perhaps in the traditional brick-and-mortar colleges it's unlikely that robots will replace professors any time soon. But it's happening now in online schooling where the student is immersed in cyberspace. While software makes test-taking easy, how much is the online student really learning?

Teaching Software Is Adaptive

Adaptive learning has always been a part of the online experience in evaluating via pre-programmed tests. Adaptive learning is more about programs that branch out into different subroutines based on user responses. Real Artificial Intelligence software will do much more than that.

In the past it was more suited to logic such as mathematics which focused on sterile problem solving. The right answer was still more important than any process used to get there. It was necessary to find a way to adapt this kind of instruction to relationships, abstract concepts, and real-world use.

Artificial Intelligence Emphasizes Areas That Need improvement

Some more recent Artificial Intelligence teaching software is able to identify areas where students are deficient and focus on that content. Advanced versions can generate new problems from source material. These online systems actually generate better material and more comprehensive testing than typical classroom curriculum.

Artificial Intelligence Can Create Immersive Experiences, Not Lessons

Machine learning in artificial intelligence should be geared toward meaningful lessons, not simply passing a quiz. Artificial Intelligence systems are able to identify each student's needs and come up with models which focus on method and reason rather than bald facts.

AlphaGo is software developed by London's Google DeepMind to play the game Go, Go or Flip it is a classic strategy board game more complex than chess. It became the first Go program to beat a professional human player. Google's AlphaGo uses two types of Artificial Intelligence technology:

  • Deep neural networks, where a 12-layer network of connections represents a policy network selecting the best possible move from its value in predicting the winner.
  • The Monte Carlo tree search, where random moves are generated and simulations for the game that follows from them are analyzed to determine the most effective.

Such predictive logic and analysis can be adapted to a “game” where the goal is maximizing the students grasp of concept and problem solving. Students need to be challenged.

Cognitive load theory is the idea of mental effort as a learning experience. While this is difficult to quantify, designing Artificial Intelligence from templates and issues that are already quantified and tailored to accepted educational studies. Learning methods in artificial intelligence are not limited to presenting information and generic quizzes. The benefit of online services in education is that it's capable of going way beyond any text book.

Artificial Intelligence In e-Learning: The Future

Access to all the information on the internet and Big Data analytics is actually a faster and more complex process than simply coming up with a new lesson plan. Educators may find themselves in the position of simply feeding results into databases and developing theories and algorithms for Artificial Intelligence to validate or dismiss. When it comes to eLearning, the best instructors really boil down to being the best software engineers. An introduction to Artificial Intelligence may be required for future educators.

The benefit of Artificial Intelligence comes from its ability to evaluate, learn, and adopt a dynamic strategy. Artificial Intelligence was able to analyze and come up with solutions for how to solve a snake cube puzzle, a mechanical game where a chain of 27 or 64 cubes connected by an elastic are arranged to form a 3x3 or 4x4 cube. Artificial Intelligence solves problems that baffle most humans.

While the current evaluation of educational techniques indicate that one-on-one instruction from a human tutor leads to better understanding than either classroom or online lessons. But that is not always possible for every student. And Artificial Intelligence in e - Learning is still basically in its infancy. The future of artificial intelligence lies in its potential for making the most of all the elements that make e - Learning so promising.

One of the best benefits of e - Learning is that it allows students to learn at their own pace and explore new material turned up by simple searches. e - Learning from an Artificial Intelligence tutor means that students are free to explore topics in depth, and test their knowledge in complex scenarios rather than simple right-or-wrong answers.

Some detractors may maintain that a computer is less “relatable”, but a computer's ability to reproduce human images and voices is child's play even now. Artificial Intelligence instructors that are more dedicated, more knowledgeable, and less error-prone than human instructors are coming. And given that charisma is not a pre-requisite for classroom instructors, Artificial Intelligence programs could be more relatable, after all.

 

Machine Learning And Artificial Intelligence: The Future Of eLearning

 

What does the future hold for predictive analytics and iterative automation in eLearning? In this article, I’ll discuss the many advantages of Machine Learning and Artificial Intelligence. I’ll also explore how these tech-centered strategies will transform the e - Learning industry as we know it.

 

 

The Role Of Machine Learning And Artificial Intelligence In The Future Of eLearning

It’s an exciting time in the world of eLearning. Technology is constantly evolving and adapting to boost everyday efficiency and make our lives easier. Modern tools give us the power to connect from around the globe and bridge gaps as soon as they appear. One such advancement is the rise of Machine Learning and Artificial Intelligence. Namely, their role in the future of eLearning. Predictions, algorithms, and analytics come together to create more personalized e - Learning experiences. But how exactly will Machine Learning and Artificial intelligence (AI) transform the e - Learning landscape in years to come? And how can you start preparing for monumental changes today?

What Is Machine Learning And Artificial Intelligence (AI)?

Before we dive into the forecast of Machine Learning and Artificial Intelligence (AI) in eLearning, let’s cover the basics of these tech-based approaches. First things first: Machine Learning is a sub-division of Artificial Intelligence. It involves algorithms that predict possible outcomes based on user data. The system identifies certain patterns and trends, then learns from the data in order to provide greater personalization. Every piece of new information that the program receives makes it more intuitive. The entire process takes place autonomously, from extracting and evaluating the data sets from the LMS to predicting what online learners need based on their past performance.

Today, there are two different types of Machine Learning frameworks: proprietary and open source. Both fall into the category of deep learning software. There are also various tools or hardware involved, ranging from tensor processing units developed by Google to vision processors that enable machine vision operations. In addition, you can already find a vast assortment of Machine Learning libraries, complete with algorithms that support specific programming languages.

Machine Learning Classifications

Machine Learning includes algorithms that allow the system to predict future outcomes and detected patterns based on specific user data. Here are the 3 common algorithm classifications that are used in Machine Learning:

1. Supervised

The system uses past examples and new data sets to predict the outcomes. In this instance, the programmer must provide the system with inputs and outputs in order to train the software. Over time, the system can automatically construct outputs or targets for new data sets.

2. Unsupervised

Does not involve any labels or data classifications. The system evaluates data in order to identify patterns and make inferences or predictions. It’s not a matter of mapping the input to an output, but detecting more obscure trends or insights in the data set.  There is also a sub-set category known as “semi-supervised”, which combines unlabeled data and human-based training. For example, the programmer provides the system with labeled online resources in order to map out certain inputs and outputs with greater accuracy.

3. Reinforcement

This Machine Learning category includes a specific task or goal that the system must complete. Throughout the process, it receives feedback in order to learn the desired behaviors. For example, the system encounters an error while performing the action or a reward for achieving the most favorable outcome. Thus, the program is able to learn the most effective approach via “reinforcement signals”.

The Benefits Of Machine Learning And Artificial Intelligence (AI) In eLearning

There are a variety of benefits that Machine Learning and Artificial Intelligence (AI) can offer online learners of the future, as well as organizations who invest in modern LMS platforms that feature intuitive algorithms and automated delivery of e - Learning content. Here are just a few of the most notable advantages:

1. More Personalized e - Learning Content

Machine Learning algorithms predict outcomes, which allows you to provide specific e - Learning content based on past performance and individual learning goals. For example, an online learner’s history reveals that they prefer tactile e - Learning activities. Thus, the system automatically adjusts their e - Learning course map to include more serious games and e - Learning simulations that are kinesthetic by nature. Likewise, online learners who exhibit a particular skill gap will receive targeted recommendations that build related talents and abilities. Thus, they are able to gradually gather the building blocks that the skill set requires. The system also delivers the e - Learning content in a more personalized format. For instance, it may skip several e - Learning modules for more advanced online learners or take a more comprehensive, linear approach for those who still lack basic knowledge.

2. Better Resource Allocation

There are actually two benefits relating to resource allocation. The first is that online learners receive the exact online resources they require to fill gaps and achieve their learning goals. In the corporate sector, this equates to less seat time and training payroll hours. Employees get the information they need more rapidly, as every online training resource is custom-tailored to their personal objectives. The second benefit is better resource allocation for your L&D team. They can spend less time analyzing graphs and LMS metrics, and more time developing powerful e - Learning content. The system takes care of the Big Data and allows your L&D team to spend their time and energy elsewhere.

3. Automate The Scheduling And Content Delivery Process

Many Machine Learning tasks involve behind the scenes work that are tedious and time-consuming, but crucial nonetheless. For example, scheduling coursework for online learners or delivering online resources based on their e - Learning assessment results or simulation performance. Artificial Intelligence (AI) may be able to take over these operations in the near future, making it possible to automatically generate unique e - Learning course maps for every online learner who enrolls in your e - Learning course. They can also readjust their e - Learning course immediately whenever the need arises.

4. Improve e - Learning ROI

Less online training time and greater personalization translates into a broader profit margin. You spend less on online training without sacrificing the desired outcomes thanks to predictive analytics and AI-equipped software that can track and forecast every move on an online learner. This also gives you the power to deploy your online training resources where and when they’re required. For example, more effective data gleaned from Machine Learning algorithms reveals hidden online training gaps. In response, you can funnel online training resources to address the inefficiencies and omit other areas of the online training program that are no longer relevant, instead of devoting online training resources to maintaining assets that aren’t resonating with online learners or supporting current objectives.

5. Improve Learner Motivation

Online learners receive an individualized experience instead of a generic e - Learning course that touches on irrelevant topics. Therefore, they don’t have to dedicate as much time to the online training process, but still accomplish their goals and build vital skills. This gives them the added motivation they need to engage with the e - Learning content and reach their potential. They are also able to go at their own pace and participate in e - Learning activities that resonate with them. The Machine Learning systems of the future can be likened to a private virtual tutor, offering them the coursework they need just when they need it.

6. Create More Effective Online Training Programs

These benefits result in more effective online training programs that take all factors into consideration, instead of only acting on one piece of criteria. For example, online assessment results or survey findings. The Machine Learning system offers a comprehensive overview of Big Data and uses it to predict the outcome. Therefore, you can intervene before it’s too late and offer every corporate learner new personalized online training opportunities. You can even use AI to make peer-to-peer interactions more productive. For instance, match mentors to online learners who can benefit from their specific skills or past experiences.

How Machine Learning And Artificial Intelligence Are Transforming The e - Learning Landscape

What if you could create e - Learning content and then let the system take care of the more tedious tasks, such as reviewing charts and statistics to detect hidden patterns? What if you could provide immediate personalized e - Learning feedback and steer online learners in the right direction without any human intervention? Machine Learning and Artificial Intelligence have the potential to automate the behind-the-scenes work that requires a significant amount of time and resources. In the future, AI can help you develop and deploy more meaningful e - Learning experiences that bridge undisclosed gaps.

The system will be able to predict every eventuality and desired outcome in a matter of seconds. Then deliver e - Learning content that caters to online learners’ individual needs, preferences, goals, and areas for improvement. It takes intuitive e - Learning design to a whole new level, as the system knows what an online learner requires even before they do. As such, you have the power to custom-tailor every aspect of the e - Learning program based on an online learner’s past performance, job description, and learning preferences.

4 Tips To Prepare For The Machine Learning Revolution

A complete Terminator-esque AI takeover is still a ways off. However, you can start preparing for Machine Learning integration today with these simple tips:

1. Research Available Tech Tools

A good place to start is to researching current LMS platforms and e - Learning tech tools to get a sense of modern Machine Learning integrations. For example, some e - Learning software already has algorithms and automation features built in. You can also evaluate the LMS your organization is using to gauge its tech limitations. Then look for add-ons or third-party software that can help you optimize its efficiency. Consider attending trade shows or conferences to get the latest scoop on Machine Learning tools and applications.

2. Collect Current Big Data

You don’t want to wait to collect data until Machine Learning and Artificial Intelligence becomes a full-fledged reality. In fact, you should already be collecting Big Data from all available sources, even if you aren’t currently using it in your online training strategy. There’s no way to tell which data will be useful when it’s time to incorporate algorithms and predictive analytics. Machine Learning systems require the complete picture, not just a snapshot of the last few days or weeks. Compile and organize data from your LMS, website, and social media pages, in addition to survey results and on-the-job observations. Store it safely for later use after you’ve identified the patterns and trends that are relevant for today’s online training content.

3. Be Realistic About Machine Learning’s Role In Your Online Training Strategy

It’s important to bear in mind that Machine Learning isn’t going to be the ultimate solution. Though it will probably be a powerful tool to maximize the power of Big Data, some degree of human interaction will still be required. At least until the robots fully takeover and we’re all able to ride off into the sunset in our flying cars. You should be realistic about how much will actually be automated by the system and the role that AI will play in your online training strategy. Identify your objectives and evaluate the current tasks your employees perform in order to maintain the system and evaluate data sets. Then figure out which operations can be managed by Machine Learning algorithms in the future.

4. Develop A Game Plan To Get A Head Start

It’s nearly impossible to create an exact timeline for when you’ll fully incorporate Machine Learning into your online training strategy. However, you can develop a rough game plan to stay one step ahead. For example, create an outline of the desired outcomes in order to identify Machine Learning applications in your organization, such as how it will help you reduce employee turnover or manage HR operations more effectively. You might also consider taking some courses in programming or Machine Learning algorithms, or reach out to experts in the field who can offer their assistance when the time comes.

Machine Learning and Artificial Intelligence are sure to play a prominent role in the future of eLearning. Especially given the numerous benefits they can bring to individual online learners and organizations. The secret is to stay one step ahead of the tech trends and evaluate your current e - Learning strategy to forecast AI applications. How can Machine Learning help you deliver learner-centered e - Learning content and streamline the data analysis process? What can you do to make way for the rise of Machine Learning and benefit from Big Data now?

There’s still some time before Machine Learning and Artificial Intelligence take over the analytics process entirely. Read the article 5 Types Of Big Data To Extract From Your LMS And How To Use It to discover the types of Big Data you can extract from your LMS today, and how to put it to good use to improve your e - Learning course design.

Here is how to ensure you’re ready to establish your online training program for your on-demand workforce or client partners.

1. Understand The Costs And Tradeoffs

Begin by understanding the important cost factors and tradeoffs involved with various approaches. Consider the unprecedented costs of using an in-house home-grown approach. Trying to manage a comprehensive online learning environment with a hodgepodge of spreadsheets, disparate file formats, separate databases, and non-optimized authoring tools is a recipe for failure. When content is not delivered in a seamless interface, your on-demand workers or client partners will disengage and lose interest, making your entire effort a waste of precious time and resources.

Your most valuable assets for the creation of any online training program are the Subject Matter Experts who provide the knowledge that the program is designed to communicate. In most cases, Subject Matter Experts can be found directly from within your organization. Whatever you can do to make their ideation and creation process conducive to authoring great content is a good investment toward overall success.

You also need to consider the costs of scaling, maintaining, and extending your online training programs. After your internal team’s upfront investment of creating content (regardless of whether you’re investing time, money, or both), you definitely don’t want the deployment process to hit-the-wall or require constant tweaking when scaling to serve larger audiences. You also need to be able to update the content easily, without having to start from scratch and/ or impose heavy burdens on Subject Matter Experts.

Perhaps the biggest cost to consider is the risk of the online training program not achieving its goal of delivering knowledge to the target audience. To be effective at optimizing both learner buy-in and knowledge transfer, the end-user environment must be intuitive, engaging and easy-to-use. Providing a consistent interface and seamless integration of all the training assets (lessons, videos, chat, workbooks, tests, etc.) within a single easy-to-navigate platform is critical to avoid frustrating your on-demand workers and client partners. Learning needs to be fun and to feel like an adventure, not like a chore.

2. Determine The Program Scope And Implementation Strategy

As with any program implementation, you need to clearly establish the goals at the outset. Adding a branded online training program to your organization is no different than any other organizational change. It requires a clear purpose and well-defined outcomes. You need to consider stakeholders throughout the organization, beyond those who are directly involved in creating and deploying the training. For example, instituting new customer on boarding training directly involves product managers and customer service, but it also likely has implications for sales, operations, product development, and finance.

For companies with diverse product families, consider the importance of maintaining brand consistency across your training programs. Launching an online learning environment represents a major factor in your overall branding and customer-facing strategies. As with any such initiative, you want to reinforce corporate image and messaging objectives, and ensure it doesn’t appear as a standalone ad hoc program.

Choosing a learning platform that supports cross-functional collaboration and ease-of-authoring along with the integration of all content within a consistent delivery model is critical to achieving both the immediate project ramp-up and the long-term program success.

Once you have determined the goals, scope, and objectives, as well as the organization-wide stakeholders, it is time to start the implementation. Depending on your resources and schedule, the implementation can be handled either in-house or through an experienced agency. In either case, it is important to designate an in-house training coordinator to work with both in-house and external teams in order to keep the project on track and to resolve issues as they may arise.

3. Establish Clear Metrics

When your team of content creators has invested their efforts in designing and deploying an online training program, you need to be able to capture and analyze key metrics to make sure goals are being met.

Not all training platforms will allow you to track the metrics you need to determine the effectiveness or success of your programs. In fact, not all the metrics you may need for your programs can be measured by online learning analytics alone. In order to know how users are doing, during and after a course, successful program managers sometimes have to think outside of the online analytics box.

So what should you track?

In many cases, the metrics you’ll want to measure will depend on your specific course. If your course is a compliance course, you won’t be tracking the same things that you would be in a course intended to teach a specific skill. Below are some examples of what to track, how to track it, and why you should care about it.

What To Track: Participant Satisfaction

How to track it: Survey

This is probably the most common type of assessment used in courses; an electronic survey is distributed to learners who have completed a course, and participants are asked to evaluate the course. While it may seem like a hassle to ask your learners’ opinion of your course, these surveys can contain valuable information, telling you which parts of the course worked for them and which parts can be improved. And if your learners don’t complete the survey itself? That’s information, too.

What To Track: Completion Rates

How to track it: Your training platform’s built-in analytics

Sometimes the best metric is the simplest one. Your training platform should be able to show you how much of your course has been completed by any learner. If you’re conducting a basic course, you can track completion of the course over time, and you can learn where the choke points and “off ramps” are where you’re losing some learners. As you tweak the course, you’ll be able to see how those changes affect the completion rate. You can even take a deeper dive and look at the effect of course completions on performance.

What To Track: Skills And Knowledge

How to track it: An assessment or knowledge check at the beginning and/or end of the course to evaluate skills learned

Many online courses do not include a knowledge check at the end of the course, and they are missing an opportunity to test the knowledge of their learners. It may be more compelling, however, to test your learners behaviorally, evaluating their ability to perform a task they learned during your course.

For example, Livesey Solar Practice Builders, healthcare marketing organization in the UK which runs a course on telephone sales, tests its learners before and after the course with a series of mystery calls. Those calls enable the organization to understand what skills the learners need to master during the course, and how much they’ve improved afterward.

You can test your learners visually on a task even if your course is online and aimed at client partners or on-demand workers. After a course is over, training managers can require workers or partners to record themselves performing an activity. The learner can then send that video to their training manager.

Tracking your learners’ progress through a course is important, but these metrics are just a starting point. Every online training initiative is different, and each organization needs to improve in different areas. Before you start tracking any metrics at all, take a long, hard look at your course and your organization’s training. Then make a list of your goals as a trainer.

4. Form Your Team, Define Roles, And Set Realistic Timeframes

As previously mentioned, it is important to involve stakeholders across the organization but your core team will typically consist of implementers with platform and project management expertise. Subject Matter Experts, too. The typical flow of a project goes through five key stages: Define, Outline, Build, Engage, and Measure. Throughout this process, project staff is responsible for keeping the program on-track and supporting Subject Matter Experts in the ideation and creation of content.

The timeframe depends on your specific goals, budget, and capacity, but it also is highly dependent on the quality of the tools, platform, and partners you select. Creating great content is partly an art, but it needs to be supported by a solid infrastructure and project plan to succeed. This plan must provide time and space for ideation, wire-framing, prototyping, experimentation, and optimization.

Quickly deploying that great content requires a server and distribution architecture that is designed to scale while also monitoring, analyzing and optimizing results. Learner feedback is a key piece of this process, so don’t be afraid to take an iterative approach. Launch with one course to start, learn from your on-demand workers and client partners and improve upon your program moving forward.

Choosing A Partner

When considering an external partner to help ensure the success of your online training program, make sure that they bring together:

  1. The platform features, scalability, and adaptability to support your training objectives.
  2. The knowledge of best practices, learning design, and program management to ensure fast ramp-up and long-term success.

If you choose the right partner, the right platform, and the right strategy, your efforts will promote retention and operational efficiency, while preserving the brand you’ve worked so hard to build.

If you want to learn more about how to preserve your brand’s integrity, improve operational efficiency, and scale your business with a training program that delivers results, download the free eBook Getting Started With Training Your On-Demand Workforce And Client Partners.

MUKESH KUMAR, CHAIRMAN, IT SUB COMMITTEE, BIHAR INDUSTRIES ASSOCIATION (BIA)  E-mail : rgsspatna@gmail.com  

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The Digital Marketing industry is at its peak at the moment due to many reasons, take a look at some of them:

·  It is the newest thing in town: Better Job Opportunities

· It is flexible

· It is easy

· Eco- friendly

·  Fastest Reach

·  Influential

·  High engagement

·  Small investments and big Returns

 

The practice of digital marketing started since the 1990s. Since then it has come a long way. This is 2017; digital marketing has made a great impact in the field of marketing and advertising. The reasons behind this huge influence are cost efficiency, immediate response, flexibility, accessibility and so on.

Digital marketing provides a number of the foremost powerful techniques of selling wherever traditional modes of marketing fail.

In the past few years there has been a great change in the world of marketing. Whether it is advertising, promotion or sales, digital marketing has taken over the traditional marketing. With the help of digital marketing a businessperson can connect with his customer at any time. With the upgrading of technologies and social Medias, the demand of digital marketing will only increase in the coming years.

Some of the top trends of digital marketing in 2017 are –

· People have changed their judgment about product marketing. They now want more reliable information about products. So that they can easily understand the product value and they can make a decision. So the market strategies are changing according the customers demand.

 

· Content will be the most important part of digital marketing. A well organized and informative content will help the audience to understand the business policies. And it will help the trader to get more traffic for his business or product.

 

· Main marketing objective will be to help people get better to their business. People who are interested in business will be given priority. Creating a network and maintaining that network will be the main key 

 

Growth of digital marketing

Let’s have a look at some interesting facts to give you an idea of how and where the world is heading as far as digitization is concerned.

· The Digital India Campaign started by PM Narendra Modi aims at encouraging each Indian to use digital platforms.

 

·  Low cost of mobile phones is making it easy for people to go online. In fact, India has one of the largest population of internet users. By 2020 there will be more than 500 million Internet users across the country. 3G penetration has revolutionized the market scenario and created ample business opportunities for companies to reach out to customers online.

 

·  It is estimated that by the year 2020, every company around the world will have an online presence. But in order to get high search engine rankings and increase customer base, these businesses will need digital marketers to guide them at every step.

 

· The e-commerce industry is growing at breakneck speed.

 

· More than 70% of marketers believe that traditional marketing models will not be sufficient to grow their business. They are developing marketing strategies by considering the digital media users in mind. As of the year 2016, 35% of companies already have a digital marketing strategy in place. They believe that this move will help them increase their revenues by 30%.

 

MARKETING TOOLS FOR DIGITAL:

 

Social Media Marketing

·  How to generate leads, build a brand image and reach out to the target audience using social media strategies

· Paid campaigns on these platforms

· Measuring ROI

 

Mobile marketing

· Strategies that work on mobile devices

·  Learn about SMS marketing, App based marketing, location-based marketing

 

Email marketing

·  Strategies and tactics in email marketing

·  How to manage email campaigns

·  How to communicate with the target audience in the Most effective way

·  How to create user lists, send emails and generate Relevant clicks

 

Content marketing

· How to create unique content that gains attention of the Target audience

·  How to use white papers, case studies and brochures for User engagement

 

Web Analytics

· Process of measuring and monitoring website traffic

· Evaluating the effectiveness of campaigns

· Understanding data and making sound business Decisions on the basis of the metrics collected

 

 Following are the most demanded skills to learn in Digital marketing:

Content Marketing: Content is the king and base for all your marketing. Nearly 50% of the companies have content strategy.

Social Media Marketing: Social media budgets will get doubled in the coming next 5 years. Internet penetration is gaining more and more results. Nearly one-third of the population is currently using some type of social media platform.

Search Engine Optimization: 33% of traffic from Google’s organic search result goes to the first item listed. So knowing the strategies of search engine optimization will give you a cutting edge in the digital marketing industry.

Mobile Marketing: The growth in mobile phone users has created a lot of opportunities for the marketers. This is new thing in the digital marketing industry and brands having their website of older version need to be optimized for mobile phones. So a digital marketer should have proficiency in mobile marketing.

 

Internet & Mobile– Some Facts and Figures:-

As per a recent study, although internet penetration in India is yet to cross 16% of the population, however in absolute numbers this percentage works out to nearly 10 times the population of Australia.

According to a recent report released by IAMAI and IMRB, internet penetration in India has crossed the 200 million mark by October 2013. Besides, it is estimated that there will around 243 million internet users in the country by June 2014, leaving behind the US as the world’s second largest internet base after China.

Moreover, India has 110 million mobile internet users of which 25 million are in rural India. Of this 5 million internet users in rural India 70% access the web via mobile phones.

Not just that India with more than 82 million monthly active Face book users spots the third position in the world after the US and Canada and it is expected that that the country will have the world’s largest Face book population by 2016.

Future of Digital Marketing in India

The advent of the digital marketing has opened up a novel landscape of doing business i.e. online business.

According to a survey- by 2017, India will have around 600 million internet users that ultimately create a fascinating business opportunity to sell services and products to a growing population of tech-savvy internet users. Recently, booming prevalence of digital India campaign is also adding lots of new flavors and fervors to the future of digital marketing in India. Growing startup trend is another reason that plays significant role in creating a great scope of digital marketing in India. The most common problem that startups face is lack of funds and digital marketing can rescue them as the most cost-effective blessing in disguise. It is highly economical and equally powerful way of conversion-oriented marketing. All the digital marketing maneuvers can also be quantified through powerful digital marketing tools like Kiss metrics, Google Analytics, Google Website Optimizer, etc. that make it one of the most result-oriented modes of marketing.

There are more than 900 private TV channels and 250+ radio stations in India, which make traditional marketing quite expensive and highly confusing with lots of in-built vacillations. However, in today’s world of internet, Digital Marketing is the only one and most guaranteed way of marketing, which is popularly being the most preferred space of marketing communications and related interactions.

Changing statistical dynamics of future of Digital Marketing in India are-

The future of marketing is way beyond the traditional marketing or outbound marketing methodologies that have been using TV and radio ads, print ads, hoardings, banners, magazines, etc. Now, marketing is majorly based on online marketing (inbound marketing) — Marketing in the Digital Sphere. Scope of Digital Marketing provides some of the most powerful techniques of marketing where traditional modes of marketing fail.

Digital Marketing has great panjandrum over entrepreneurs as it not only rescues but also empowers them to optimize their startups in the most cost-effective and quickest possible fashion. Future of digital marketing is going to be more encompassing in 2017, thanks to its ability to offer wide range of economical, powerful and contemporary mechanisms and mediums of marketing.

Digital marketing takes things into consideration like –

· Page rankings in search engine results

· Advertising on search engine platforms

·  Conversion through SMO & SEO campaigns

·  Optimization of internet marketing & associated ROI

· Banner ads on other websites & Marketing on Digital  World

 

Key findings of some of the Recent Digital Marketing Surveys are –

· 34% of the companies already had an integrated digital marketing strategy in 2016

· 72% marketers believe that traditional model of marketing is no longer sufficient

· Company revenue driven by internet marketing will get increased by 30%

·  In 2017, 80% businesses will increase their digital marketing budget

·  Digital Marketing budget may surpass the IT budget in 2017

 

Future Trends of Digital Marketing in India

Digital Marketing will remain as the most powerful and result-oriented way of marketing in 2017 too, and some of my observations on current and future outlook of 5 key channels that will pay key role in deciding future of digital marketing in India are

1. Mobile Marketing

To devise result-oriented marketing plans and campaigns, mobile marketing is going to play one of the most significant roles in 2017. Understanding customers’ changing needs and characteristics lets marketers plan in a result-oriented fashion. As per stats-

·  Current Outlook of Mobile Marketing in Driving Customer-Engagement- 40% (approx)

·  Future Outlook of Mobile Marketing in Driving Customer-Engagement- 75% (approx)

From consumers’ device usage perspective, Smartphone adoption and prevalence of mobile apps and messaging are going to be the topmost trends of digital marketing in 2017. From Face book’s Mobile Messenger, to What Sapp and We Chat, we have been witnessing the growing wish of consumers to communicate directly through mobiles compared to public social network pages. 2017 will come with some of the new options for paid media on mobile messaging apps that will further be boosted by artificial intelligence, which is another trend that will go hand in hand with mobile marketing. Brands are developing bots to engage customers, and Face book’s Both Engine for Messenger and Google’s new assistance service introduced in Google I/O 2016 indicated towards the rise of Artificial Intelligence to provide more personalized and interactive assistance to consumers through mobile marketing.

· More than 52% of searches are done through mobile.

· 89% of Face book Daily Active users come through     mobile.

·  83% of Face book advertising revenue comes through Smartphone’s.

·  92% of mobile media time is spent in Smartphone apps by consumers.

2. Video Marketing

Modern customers prefer to view a video content on company promos. Growing need for the visual content has turned video marketing be one of the most appealing trends of digital marketing in 2017. When a visual content is well produced to communicate the message in an interactive and engaging way, conversions are always guaranteed.

·  Current Outlook of Video Marketing in driving Customer Engagement- 37%

·  Future Outlook of Video Marketing in driving Customer Engagement- 69%

 

Video content is swallowing up the content marketing and online marketers take advantage of its power to tempt more customers in quickest possible time. With booming mobile marketing, videos are now offered on mobile phones that fuel up the whole process. Video marketing is the most powerful way that companies use for

·   Introducing themselves

·  Spreading their messages

·  Promoting their products/services

·  Increasing their reach and optimizing search ranking

·    Boosting customer engagement and enhancing returns on investments

 

Different kinds of Trending Video Content are-

· Social Media Videos like Face book Videos, Face book 360 Videos, You Tube Videos, Snapchat Videos, etc.

· Use of GIF videos on different social media channels like Twitter & Face book

· Product Description/Demo Videos and Landing Page Videos

· Storytelling with the help of live streaming videos

· Use of Videos in Email Marketing

 

3. Email Marketing

Email marketing is so effective in nurturing leads and ensuring conversions. Email marketers of some of the most successful marketing agencies claim a return of $40 for every dollar they invested. Well-targeted email marketing will be one of the most effective ways of ensuring conversions in 2017.

·    Current Outlook of Email Marketing in Driving Customer Engagement- 45%

·    Future Outlook of Email Marketing in Driving Customer Engagement- 57%

Email marketing is the most important part of your business branding and you need to choose those trends that befit with your customer profile and business objective. Your emails should reflect your quality and using professional email templates should be the base of your e-mail marketing campaign in 2017. Some of the top trends of email marketing in 2017 are-

·  Use of Email automation tools for sending and tracking of targeted and personalized emails that will let you understand more and more about your customer base like their demographics, tendencies, age, loyalty, etc.

·   Integration of social media content in email marketing strategy is another trend that will see great rise in 2017. Marketers will preferably provide references to their social content within their emails.

·   2017 will see a decrease in email blast, as this year would be of customized mails. Mobile-friendly email marketing is another trend that will be quite popular within the domains of digital marketing.

·   Aesthetically appealing animated emails are also going to be a popular trend of digital marketing as such fun new mails entice visitors and hold their attention that ultimately aids in conversions.

4. Social Media Marketing

Social media changes quickly as there are dozens of new platforms arrive each year. The year 2017 will also be a host for the variety of new

social media trends, and social media marketing will for sure be one of the most popular digital marketing channels for branding, optimization, lead generations and conversions.

·    Current Outlook of Social Media Marketing in Driving     Customer Engagement- 36%

·    Future Outlook of Social Media Marketing in Driving Customer Engagement- 55%

As social media keeps evolving, it has a massive power to channelize marketing campaigns in innovative and effective ways. Social media is a medium that adeptly responds to new tech innovations, but at the same time, it also exceeds customer’s expectations. Knowing future trends of social media and planning strategy as per that will ensure success for companies. Some of the key social media trends in 2017 are –

·    Enormous evolution of Snapchat is going to be one of the most interesting, powerful and creative trends of social media marketing in 2017.

·   Live video streaming is slowly changing the scenario of social media campaigns, and the trend will see great rise in next year too. Different platforms like Face book live, SnapChat, Twitter, and Instagram all are blending live streaming videos that will let them be a top pick for marketers.

·  Live videos also ensure 10 times more comments than pre-recorded videos, and such qualities will let them dominate social media marketing more efficaciously

·    Instagram stories, social slideshow ads, social chats, etc. would be the top components of social media marketing in 2017.

 

5. Search & SEO Marketing

Search engines evolve constantly, and their changes prompt shift in marketers’ ways of targeting audiences. To succeed, it is important for you to know latest changes of SEO marketing and employing effective search engine strategies accordingly. Mobile marketing and social media optimization has enhanced the frequencies of searches all across the globe, and as per statistics, 14 billion web searches are conducted each month through different search engines.

·    Current Outlook of SEO Marketing in driving Customer Engagement- 21%

·   Future Outlook of SEO Marketing in driving Customer Engagement- 40%

Some of the SEO trends that will turn out to be major hits in 2017 are-

·    Link building will stay as a powerful SEO technique, mobile marketing will rock the house, and along with Google, other search engines will also play significant roles in ensuring great search results.

·   Use of keyword search tools like Google’s Keyword Planner, Moz’s keyword Planner are going to be the most effective trends to know right keywords that your audiences search.

·    Quality content marketing with perfect blending of video content would be another prudent practice that experts think as the most dominant future trend of digital marketing in 2017.

·      Personalizing SEO campaigns as per target audiences, being creative, use of natural links and moving site to HTTPS will be the SEO trend that will decide future of internet marketing campaigns in 2017.

Digital Marketing Industry in India

Digital Marketing industry in India is spread to almost all the business sectors. Some of the applications of E-Marketing are shopping and order tracking, online banking, payment systems and content management. 

The power of digital marketing allows geophysical barriers to disappear making all consumers and businesses on earth potential customers and suppliers. It is known for its ability to allow business to communicate and form a transaction anywhere and anytime.

Digital marketing industry in India is a booming career today. In a country with a rapid growth economy, it is expected to have a very high significant growth in Digital marketing career. The growth in the digital marketing trends is making a very substantial impact on marketing and advertisement. The big picture of Digital Marketing industry in India cannot be complete if short preview of the past digital marketing statistics is not made.

Going back to history,  International Journal of Advanced Research Foundation reveals the following in 2016.

Between 1971 and 1972, The ARPANET is used to arrange a sale between students at the Stanford Artificial Intelligence Laboratory and the Massachusetts Institute of Technology, the earliest example of electronics or digital commerce.

1979: Michael Aldrich demonstrates the first online shopping system.

1981: Thomson Holidays UK is first business-to-business online shopping system to be installed.

1996: India MART B2B marketplace established in India.

2007: Flipkart was established in India. Every E-marketing or commercial enterprises uses majorly digital means for their marketing purposes.

In 2011, the digital marketing statistics revealed that advertising via the mobile phone and tablets was 200% lower than that of the following years. During this year, the net worth was $2 billion. The growth was in a geometric progression as it rose to $6 billion in 2012. The competitive growth demands for more improvement in the career works and professionals are being added to the field.

From 2013 to March 2015, the investment total increase was 1.5 billion dollars over the preceding years. There has been an impressive growth up till this present moment.

The report by the International Journal of Advanced Research Foundation revealed that summarized that India is getting to see the golden period of the Internet sector between 2013 to 2018 with incredible growth opportunities and secular growth adoption for E-Commerce, Internet Advertising, Social Media, Search, Online Content, and Services relating digital marketing.

digital marketing industry in India

Total Media, Digital and Mobile Internet Ad Spending in India (2013-2019)

digital marketing industry in India

Traditional Marketing vs Digital Marketing

In 2017, 80% businesses will increase their digital marketing budget which may surpass the IT budget. Only the illiterates could not access the potentials of the digital marketing because of the accessibility to computing devices and computer education. Many of the people in this category still don’t trust the method of an online payment and they lack training in English Language and other foreign languages to market online in global markets.

The following are the channels that are playing an active role in the development of digital marketing industry in India.

Mobile Marketing

Digital Marketing Industry in India

digital marketing in India

Digital marketing overview reveals that Social media has been playing a supporting role to marketing. Over the years, it has been noticed that 92% of social media users are from the mobile devices. This enables the size of digital marketing industries.

Digital Marketing Industry in India

Mobile Phone Subscribers in India

According to the research made by the Internet and Mobile Association of India (IAMAI, 2008), communication has become a real mass communication tools having about 286 million accounts in 2008. The Indian telecommunications market has tremendous growth opportunities and according to IAMAI is projected to exceed 500 million by 2010. According to TRAI, the numbers of mobile subscriber based in India grew to 980.81 million users in the second quarter of 2015.

Adoption for the mobile device is getting higher day by day. SMS marketing is one of the true mass market media channels across many demographics before the convergence of mobile internet and mobile devices.

Growing need for the visual content has turned video marketing be one of the most appealing trends of digital marketing in 2017.

Email Marketing

Digital Marketing Industry in India

online marketing

Email marketers of some of the most successful marketing agencies claim a return of $40 for every dollar they invested. From the digital marketing overview, it was discovered that well-targeted email marketing will be one of the most effective ways of ensuring conversions in 2017. As shown from the figure below, email is one of the most effective methods for digital marketing as there is a facility to disburse messages to millions of people at a time.

Search & SEO Marketing

Digital Marketing Industry in India

Search & SEO Marketing

As much as changes is existing in the search engines, marketers are also trying shift their ways of targeting audience so as to meet up with the current evolution in Digital Marketing industry in India.

Apart from the above channels through which digital marketing takes place, activities under Digital Marketing industry in India are not limited to social media, email, content, search engine, etc. Digital marketing is either done in-house where companies might hire people for their own or clients’ digital marketing needs. A company may outsource to specialist digital marketing agencies or given to consultants.

SCOPE OF DIGITAL MARKETING

 

Before we understand the scope of digital marketing in India let us first understand about this industry. Digital marketing is a marketing method to promote products in online. So in simple terms, we can say that we are promoting our products to customers who are using the internet. Many concepts of traditional marketing are applicable to digital marketing.

In every era, marketing has evolved based on what the customer is using. If you go back in history, you can see that at times when customers used Radio, it gave birth to radio advertising and marketing. Next, we got the boom of televisions; it is one of the widely used device globally, which allowed the companies to reach a mass audience with TV ads. Even today TV advertising is one of the most used advertising strategies for companies. Since the boom of Internet, more customers started using the Internet, which gave birth to a new era of marketing originally called as Internet marketing, which is now called as Digital Marketing.

To understand the scope of Digital Marketing in Future we must understand its advantages and how it can sustain over the period of time until we get a new generation of communication.

Why companies use digital marketing?

Internet Users:

As per the internet usage stats, as of July 2016, 40% of the world population is using the internet. (i.e) 3.42 Billion Users. The total number of users in 1995 was less than 1% of world population.

As we can clearly understand from the above stats that in next few years more users will be connected to the internet, which gives more scope for digital marketers to reach target audience globally.

Mobile Phones:

Most of the users globally today use mobile phones for communication. As per a report 4.77 billion mobiles phone users globally, which will increase to 5.07 billion by 2019. Today’s majority of mobile phones are smartphones with internet access, which allows to customers to connect with businesses anytime & anywhere.

Targeting Audience:

In traditional marketing strategies, it is very difficult to advertise to the target audience with specific demographics & details. Most of the marketing methods were aimed @ mass marketing of the product. Today with digital marketing we have so many customized & personalized methods to target the audience exclusively.

Ex: Today we can reach an audience by Location, age, gender, education, interests, personal information etc. In fact, we have many advanced strategies to target very specific audience.

Low Cost and High ROI:

Most of the small and medium scale companies rely mostly on digital marketing strategies due to its low cost and high return on investment.

 What is its scope of digital marketing in India for Professionals?

As we know that digital marketing industry is growing, which brings more opportunities to professionals in this industry? Following are opportunities available for professionals.

Get a Job in Industry:

The simple and best way to start your career in digital marketing is to find a job. In digital marketing, we have many different specializations so you will have different options to start your career.

a. Digital marketing strategist

b. Digital marketing executive

c. SEO analyst

d. Social media specialist

e. Google AdWords specialist

f. Email marketing specialist

g. Web Analyst

h. Online reputation manager

.Become a Professional Blogger:

Many digital marketing professionals choose full time blogging as their career choice. With dedication and hard work, many professionals are not successful bloggers in their chosen niche. Bloggers can generate income with advertising & affiliate marketing strategies.

Earn with Affiliate Marketing & AdSense:

You can start your blog/website/app in a specific niche of your interest and initially work hard to build traffic & viewers. After generating good traffic, you can make a good income with AdSense & affiliate marketing techniques.

Start Freelancing Services:

Freelancing is the concept of offering your services to clients on a part-time basis from your home. Sitting at your home you can build your clients globally. Thanks to online websites like fiverr.comfreelancer.com etc. you can start offering your freelancing services.

Start your own agency:

If you have experience in managing a business & have resources, contacts. You can start your own full-time digital marketing agency. With your agency, you can able to build marketing strategies for clients and implement them with digital marketing.

Why digital marketing is the next big career opportunity

India’s digital growth story is both interesting and surprising. The country has embraced digitization so rapidly that it has created a large opportunity for online marketing.

On August 15th, 1995, VSNL introduced public internet access in India. In 2000, only 0.5 percent of the Indian population had access to internet facilities. After 16 years, the figure climbed to 28 percent with 373 million internet users.

According to Cisco’s Visual Networking Index (VNI) report, by 2021, 829 million Indians (59 percent of the population) are expected to take an incredible leap towards internet accessibility. With the transformation from lower-generation network connectivity (2G) to higher-generation network connectivity (3G, 3.5G, and 4G or LTE), there is scope for the broad adoption of video, high bandwidth data, and advanced multimedia applications contributing to increased mobile and Wi-Fi traffic.

Online businesses’ challenges are digital marketers’ strengths

With companies busy running business operations, they cannot invest quality time on understanding top, middle and bottom funnel objectives for an engaging audience. It becomes difficult for them to devote resources to study the ever-changing online marketing landscape.

Digital marketers come to their rescue by lowering the business costs to a great extent as compared to traditional marketing tactics.

  • They solidify the survival and business growth by targeting the right people at the right time.
  • These professionals identify and prioritize the key performance indicators (KPI) by auditing your audience’s behaviour on digital channels.
  • By analysing the performance of online marketing campaigns, they help companies make informed data-driven decisions for optimal customer experience.

Although Indians are second to Chinese in the number of internet users worldwide, India does not feature in the top 50 countries with the highest internet penetration rates. Despite the gigantic stats, we are still scratching the surface. Undoubtedly, digital is the future.

Government’s Initiative: Double boost for digital marketing landscape

For solving affordability and mobile data quality issues in rural areas, the center and state collaborated to give a green signal to National Optical Fiber Network (NOFN). This project aims to provide 100 Mbps broadband connectivity to all the gram panchayats.

For the second phase, Bharat Net- updated and upgraded version of NOFN- envisions connectivity to all 2,50,500 gram panchayats by using an optimal mix of aerial fibers, underground fiber, radio and satellite media. For the third phase, from 2018 to 2023, the focus will be on the future-proof network, state-of-the-art, with a ring topology.

In 2016, United Nations Human Rights Commission (UNHRC) passed a nonbinding resolution to make internet access a fundamental human right. In India, Keralabecomes the first state for adopting the internet as a basic human right. For promoting the digitization moment, the government is working on the proposal of installing optical fiber network for providing internet access to every citizen of Kerala.

Mobile Internet Users: Boon for digital marketers

Indians love surfing internet from mobile: 79 percent of them accessed the internet through mobile in February 2017. Of the G20 nations, they are number one regarding mobile internet usage, leaving behind the UK (34.8 percent) and US (37.2 percent) with a gap more than double.

According to Ashish Kalsi, strategist, search quality of Google India, the Indian internet users tally would go up to 500 million by 2017, out of which 400 million will access the net through a mobile device.

With the entry of Chinese brands, a new line of smartphones have ushered in with big screens, improved user interface, and local language support at an affordable cost.

750 million rural people don’t have proper access to internet facilities. With affordable data plans and mobile devices, the growth of internet usage will increase in rural heartlands. Like urban Indians, they’ll start integrating digital payments, online booking, e-commerce in their daily lives.

 

Future of digital marketing in India? –

The future scope of the Digital Marketing industry is that there will be more points of contact. I visualize a future where advertising like the one we see on Times Square will be taking place in all cities around the World through the evolution of electronic ink technology. 

While all other industries are struggling with a growth rate of 5 to 10 %, digital media industry is booming high with 40% growth rate. But the most remarkable point is that this growth rate is not going to be stagnant in the coming years.

 

Scope for digital marketers in India will only get bigger and better in the years to come. You might feel the need to know as to why is this so and in fact there is nothing wrong in researching something before you dive into it. This is why we have done a research and have come up with some facts and figures that will help you decide the worth of digital marketing before it is too late.

About Digital Marketing

Digital marketing is a booming industry. You will have to work with the analytical part of a website. You need to implement the latest SEO, PPC and CRO strategy. You have to track the visitors and implement the strategy according to the need of the project. You have to do all the client handling and the reporting.

This will open a new door for Digital Marketers to not only run display ads online, but also offline which the consumers will be able to interact with using their mobile phones.

Digital is the communication technology used to market a message. It includes computers, smart phones, cell phones, tables, game consoles. And it uses platforms like websites, email, apps, and social networks.

Marketing is a process. It’s ultimate purpose is to communicate the value of a product or service to people to such a level that the people want to purchase the product or service – or at least, are interested in learning more about the product or service.

The basics of marketing will never change because it involves telling the story of a brand to people. Culture, society, gender, demographics are all environmental and should be a vital part of all marketing efforts – but it still boils down to getting a message in front of people. The message must appear where the target market/ideal customer is already looking.

Digital Marketing will remain as the most powerful way of marketing in the future. Some of my observations on the changing trend of digital marketing are

1. People have started looking for more interesting and informative things on the internet that can help them create value rather than fake and made for marketing type things, hence marketing strategies will move towards creating those kind of assets.

2. Marketing objectives will try to help people get better in their business through one’s own business. Creating and maintaining a network of people who are interested in one’s business will be given priority.

3. As always, ‘content’ will be the most important aspect of digital marketing and again the nature of the content is going to be more specific and deeply researched about a topic, moving away from the perspective of “Selling” to making it more useful for the audience.

4. General techniques like SEO, SEM and Social Media Marketing will be there. However, personalized marketing activities targeting specific set of audience and influencers will be given higher importance.

5. Automation in marketing will emerge more effectively and will be predominant in future.

How this course makes you a complete internet marketing professional

  • Digital Marketing Fundamentals
  • Website Planning, Designing & Creation
  • Search Engine Optimization (10 Days)
  • Search Engine Marketing (SEM/PPC)
  • Social Media Marketing  /Affiliate Marketing
  • Online Reputation Management
  • Geo Targeting- International Targeting
  • E-Commerce. /Content Marketing & Management
  • Web Analytics /Video Marketing
  • Email Marketing /Fundamental of Adsense
  • WordPress/Blogging
  • Mobile Marketing  /Earn Money as Freelancer

WORKING PROFESSIONALS

Professionals who seek to improve the performance of their digital marketing campaigns. Who want to ready themselves for new role as Digital Marketer?

INDIVIDUALS BEGINNERS

Individuals / beginners seeking career opportunities in the digital marketing domain. Entrepreneurs or affiliate marketers who want to use digital media to improve their business performance. Students with a management or engineering background.

MARKETING PROFESSIONALS

Marketing professionals who use digital marketing to meet their objectives. Professionals in marketing/ publishing/ e-business/advertising.

WEB MARKETERS

Web marketers who want to enhance their professional prospects in the marketing domain. IT professionals who want to expand their career horizon..

BY MUKESH KUMAR, CHAIRMAN, IT & ITes  SUB COMMITTEE , BIHAR INDUSTRIES ASSOCIATION ( BIA) . Mail : rgsspatna@gmail.com, Mobile No. 9431074202

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