Grad Profiles highlight the personal and professional stories of Founder Institute Graduates from across the globe.
This profile on DigitalGroundUp, a graduate of the Chicago Founder Institute, was written by Emma Tzeng. Founded in 2012 by Reva Minkoff, DigitalGroundUp bridges the disconnect between the small business world and digital marketing.
The rapidly evolving digital marketing landscape can be difficult to scale, particularly without direct, firsthand work experience. Buzzwords like “programmatic marketing,” “omnichannel,” and “big data” can sound like a foreign language altogether to non-marketer types, and trends come and go so quickly that trying to keep up can feel like running a never-ending marathon.
DigitalGroundUp strives to make marketing a little more accessible to non-marketers by providing an interactive platform to teach the subject through interactive software.
Founded in 2012 by Reva Minkoff, DigitalGroundUp was birthed out of a desire to bridge the disconnect between the small business world and digital marketing.
“Small businesses need to have an online presence to compete in today’s economy,” Minkoff writes in a blog post. “But they have no idea how to do this, and no one is really trying to teach them.”
Minkoff elaborates further, arguing that digital marketing agencies, consultants, and specialists place a premium on their services that SMBs simply can’t afford. With the odds stacked against them, many SMBs fall behind on their digital marketing strategies because they simply don’t have the manpower or financial resources to invest in online user acquisition and retention.
DigitalGroundUp’s platform differs from the traditional classroom-and-textbook approach to learning. Instead of asking students to passively watch a video or read a manual, DigitalGroundUp adopts an interactive approach to learning, requiring students to demonstrate a thorough understanding of a concept before proceeding to the next lesson.
Furthermore, the lessons can be completed across any timeline in any location--all the user needs are a laptop and Internet connection.
To start learning on the DigitalGroundUp platform, students simply pay a one-time fee. Courses never expire, so users have the flexibility to learn at their own pace.
This sort of business model caters well to SMB owners and employees who want to pick up a new discipline while still working a day job. DigitalGroundUp lets students learn anywhere on their own timelines, while actively ensuring that the material is being digested and understood.
As DigitalGroundUp grows in adoption, we hope to see more and more SMBs becoming increasingly educated and aware of the digital marketing landscape and best practices. Then, perhaps those tricky marketing buzzwords won’t seem so intimidating or foreign after all.
Learn more about DigitalGroundUp: